From an occasional bookmarking and discovery app
To the world’s daily inspiration tool, an essential, positive counterbalance to social media
Eight years on from founding, Pinterest needed a more confident, relevant and emotional brand to increase relevance, frequency and cultural breakthrough in the face of growing competition from the likes of Instagram and Snap. Working with the founders and C-team, 21CB evolved Pinterest’s mission and brand into one unified narrative to drive the employee, community, and investor experience.
An inspired positioning
The result was a clear, confident position as ‘The World’s Inspiration company’ with the purpose “To bring everyone the inspiration to create a life they love”. The narrative was critical to the S1 and successful IPO.
A CREATIVE PARTNERSHIP
We then partnered with Pinterest’s CMO, CPO design & policy teams on a creative sprint to develop a Brand Playbook, defining the key behavior themes for the next 18 months and 25 ideas across marketing, product and social impact. The work inspired some of the brand’s biggest initiatives of 2019-20 including the introduction of the Daily Inspiration tab, the ‘Inspired on Pinterest’ brand/partnership campaign and much more.
“21CB’s superpower has been their ability to become genuinely convicted about the role our brand should play in shaping society. Their skill in harnessing that conviction and inspiring our leadership to aim even higher is truly extraordinary.”Evan Sharp, Founder & CCO