During the pandemic, brands have abandoned overt product pitches in favor of messages of safety and support, but this new spot from Pinterest manages to make the sharing platform shine while delivering an uplifting message.
The ad from 72andSunny highlights user boards that have been created to specifically address the pandemic fallout, like “Don’t Panic,” “Making it Work (from Home),” “Staying Close (from Afar) and “Keeping the Kids Busy.” Also interspersed throughout is heartwarming found footage of families and individuals staying strong, making art, exercising, creating home-made masks and meals—bright spots in a time now full of anxiety, dread and fear. The spot ends with the line, “Stay Inspired.”
The ad debuts just as Pinterest has seen engagement grow. In a blog post, CMO Andréa Mallard revealed that searches are up 55 percent compared to the same time last year, with board creation also up by almost 45 percent.
The brand has taken measures to ensure coronavirus-related searches on the platform provide reliable information through "custom search" results. It also expedited the launch of its “Today” tab, to provide daily inspiration with trending pins and curated topics, including COVID-19.
Pinterest also introduced a dedicated well-being page, as it has seen triple the searches for stress-relief topics in recent weeks. Created with the help of experts at Brainstorm, the Stanford Lab for Mental Health Innovation, Vibrant Emotional Health and the National Suicide Prevention Line, the resource features guided activities for users looking for activities to support their emotional well-being.