Gen-Z, Millennial Opps: Pinterest launches campaign, leaves FY 2022 digital spend in the dust YOY (Score 71)

Sales Lead: Pinterest recently launched a campaign that will run through the end of November 2023.

  • Made in-house, this new installment of Pinterest's larger "It's Possible" integrated global campaign highlights how Pinterest helps people discover and experience new things.
  • It rolled out across TV, cinematic, streaming TV, social, digital, and programmatic activations.
  • The campaign also involves pop-up experiential activations complete with activities such as making mocktails, getting tattoos, and upcycling household products.
  • Pinterest has started shifting its strategy more, having built an AR home decor tool in 2022 and doubled down on vertical video in June 2023.
  • The company will likely:
    • Continue shifting its ad strategy
      • This will likely involve continued digital spend increased
    • Conduct agency reviews under a new CMO (more below)
  • Target demographic
    • Gen-Z and millennials

Recent leadership shifts:

  • These shifts followed Pinterest's 2023 hire of global consumer marketing head and VP Sara Pollack.
    • She was previously YouTube's senior global brand and media marketing director.

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: So far in 2023, Pinterest has spent roughly $14.3m on digital ads, already up 66% from the roughly $8.6m spent in all of 2022.
    • YTD data: The company has earned around YouTube (43%), Facebook (30%), Instagram (25%), and desktop display (2%) ads.
    • Last year: In 2022, Pinterest spent approximately $8.6m on this channel, 19% more than the roughly $7.2m spent in 2021.
  • Additional channel insights  
    • The company utilizes Google Ads along with email, digital, print (newspapers), and online video (via Youtube IOS,, and Youtube Android) ads.
    • Pinterest sponsors podcasts such as Motley Fool Money, This American Life, Something You Should Know, The Journal, andRedHanded.

Additional agency insights:

  • Opportunity: If you haven't yet done so, reach out soon to get on the radar of Andréa Mallard, Pinterest's relatively new CMO whose role has already been expanded.
  • Current agency roster:

Insight Sources: Digital spend insights estimated by Pathmatics; email marketing insights by Bombora; additional channel insights estimated by Vivvix; podcast insights by Podchaser.