![]() 7-9, timed to the lead up of World Mental Health Day on Oct. ![]() The campaign will also see an experiential installation: “Escape the Doomscroll with Pinterest.” The event will take place in New York Oct. Social media content including media partnerships help round out the push. The activations promote similar creative leaps as the campaign’s digital spots, and placing them in prime travel hubs could reach consumers at a point where they could be easily swayed. “Our latest campaign highlights how Pinterest is a different side of the internet, where you can focus more on doing and less on viewing, where you can find what you love and forget about likes and where you can plan your life and try something new, free of judgment.”Īdditional media strategy includes strategically placed OOH and DOOH activations in key locations like Penn Station in New York and Waterloo Station in London. ![]() “We spend up to half of our waking time online, but more than ever, people say being online makes them feel disconnected from themselves and their interests,” said Andréa Mallard, Pinterest CMO, in the press release. In each, Pinterest rises up as the saving grace, inspiring consumers to step out of their comfort zone. Inserting itself into the conversation around social media with a campaign with an emotional lure could help boost engagement for the platform following a period of middling results.ĭeveloped in collaboration with Uncommon Creative Studio and global media agency MediaHub, “Don’t Don’t Yourself” features five 30-second spots, each targeting different happiness saboteurs like “Procrastination,” “Judgment,” “Fear of Failure,” “Inner Critic” and “Doomscrolling,” the coined term for obsessively consuming negative news and social media updates. ![]() It also arrives following a plethora of new shopper and seller tools Pinterest has added to its platform. Pinterest’s emotionally driven campaign comes at a time when social media is under fairly consistent scrutiny for its potentially negative impacts on mental health, often credited to its addictive nature. ![]()
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