Proving a new growth model
Challenge
Pinterest was launching shopping as a new revenue stream. A fundamental shift from advertising to commerce. They needed to prove people would actually buy on Pinterest, not just browse. The first test: a holiday campaign that had to drive real purchase intent and validate a long-term business model.
Big Idea
We uncovered Pinterest's unfair advantage: people's boards are a roadmap to what they actually want. You can "spy" on what matters to them, something Amazon and Etsy can't do. We created "Gift Like You Get Them", an evergreen platform based on the insight that Pinterest makes thoughtful gifting effortless because it reveals what people already love.
Results
Best-tested brand campaign in Pinterest history (Relevance, Desire, Intent to Purchase)
Validated shopping as a viable business model for the platform
Became the foundation for Pinterest's ongoing commerce strategy
2 weeks from workshop to aligned creative direction
Spot: Anthem
Spot: Mug Life
