Pinterest is launching a brand new promotional marketing campaign wherein it seems to be to additional distance itself from its social community roots, by framing Pinterest as a extra constructive area, freed from the judgment and criticism that comes with these ‘different’ apps.
As you possibly can see on this instance, the brand new marketing campaign (annoyingly titled ‘Don’t Don’t Your self’) seems to be to focus on the ‘interior saboteurs’ that maintain us again, with Pinterest being ‘the antidote to doubt’.
Although why Pinterest could be any totally different to different social platforms on this respect isn’t actually established – outdoors of Pinterest saying so.
As defined by Pinterest:
“Developed in partnership with award-winning UK artistic studio, Unusual Inventive Studio, the marketing campaign introduces Pinterest because the inspiring anti-don’t the place folks go to do.”
I actually dislike weak puns like this. I don’t know who, in what board room, got here up with that ‘anti-don’t’ wording, however for those who have been ever doubting your personal marketing campaign artistic, take coronary heart in the truth that that is the very best that Pinterest, a multi-million greenback firm, might provide you with.
Dopey phrases apart, the marketing campaign is fascinating, and it does assist to border Pinterest as a extra artistic, experimental area.
However once more, I’m unsure how properly that can translate to precise utilization.
As famous, Pinterest been making an attempt to distance itself from the ‘social community’ tag for years, preferring as a substitute to name itself ‘a catalog of concepts’ or related. And it’s much less of a social media platform than these different apps, with the main target extra on the content material itself, and on merchandise particularly, versus interpersonal engagement and neighborhood.
Actually, Pinterest is a UI-fueled digital retailer, showcasing the newest in modern, artistic merchandise, from retailers small and enormous. That variety of listings is what makes the app precious, however whether or not that makes it a extra open area for freedom of expression, I’m unsure.
The brand new marketing campaign will run throughout TV, cinema and streaming within the US, UK and Germany, whereas Pinterest can be operating a associated tie-in for World Psychological Well being Day (October tenth), with a stay, interactive set up in New York, ‘that takes on a type of interior saboteurs’.
Extra information to come back on that.