Pinterest's Judy Lee and Canva's Jimmy Knowles on deciding what to target and how to grow | Variety Studio presented by Canva - video Dailymotion

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Watch Pinterest's Judy Lee and Canva's Jimmy Knowles on deciding what to target and how to grow | Variety Studio presented by Canva - Variety on Dailymotion

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00:00How do you triage where to go next, how big to do it, how small, you know, and location, location,

00:07location is a big deal here, right? Yeah, so for us it's a little bit of a blend because we have

00:12both owned events as well as sponsored events, so that really dictates our whole road map. So I

00:18already know what I'm doing up until December next year, actually January of the following year.

00:25So we like to plan way ahead at Pinterest, we're planners, and so for us it's a blend of like, so

00:32my team works on both B2B and B2C, and so for our B2C moments we're really focused on Gen Z and

00:38Millennials. Gen Z is still our fastest growing and largest audience on Pinterest, which is really,

00:42really exciting, and so this past year was the first year we showed up at Coachella,

00:47because one of our goals is really to help shape and drive culture and be relevant in those moments

00:52where people care or are using Pinterest to look for festival outfits, and so that was a big moment

00:58for us there. And then on the B2B side, we really work closely with our business marketing team,

01:04and our whole strategy there is how can we unboring B2B, and I think like it can just become

01:11such a sea of sameness, so that is really one of our most important creative strategies

01:15across B2B, and we use that with insights and revenue to determine where and when.

01:21And I'm assuming you use Pinterest boards internally, right?

01:24Oh, of course, yeah.

01:26To plan these things and put them all together. Jimmy, what, you know, where do you,

01:31how do you figure out where's the big bang for the buck?

01:33Yeah, it continues to be a very iterative process. I mean, much like Judy, we, my team focuses on

01:40both the B2B and the B2C side of things, but interestingly enough, you know, there's a lot

01:44of conversation at Canva right now. We talk about our last 10 years have been all about empowering

01:49every individual to design, and as we look towards the next 10 years, we're really thinking

01:53about how we're empowering every organization to design, which is really important, so it's,

01:58it comes with that mental shift of that B2C to B2B mindset, which we found really interesting,

02:05and I think one of the important things for us as an experiential team is to make sure that as we,

02:11as we have that active perception shifting, or as we're encouraging people to remember Canva as the

02:18brand that you use to make your wedding save the dates and your birthday party invitations,

02:23but also think about Canva as this tool that's empowering your workplace to collaborate,

02:27that's helping you to create content at scale, we very much want to make sure that we're maintaining

02:32the soul of the brand of Canva, which is massively important in the work that we do in the

02:36experiential space, so we really think about it not as B2B and not as B2C, but as this might be

02:42cliche, but this idea of business to human, right? Yeah, yeah. At the end of the day, when everybody

02:46is taking off their B2B hat or their B2C hat, right, they're consumers out in the real world,

02:52and they're going to Coachella, and they're going to these festivals, and they're going to these

02:55industry events, and they're going grocery shopping and walking down the street, so

02:58how can we make sure that our approach feels all-encompassing, and it's not,

03:04you know, operating in a silo, or it's not exclusionary in terms of audience, so that's,

03:08that's been really interesting and exciting for us to think about how that plays out in the

03:11experiential space. And we have a very similar philosophy, but it's almost the other way around

03:16for us when we think about our B2B audience, they're marketers, agencies, but we treat them

03:22as consumers, and so that's a lot of part of our unboring strategy, because I think we've all been

03:28to like a tech advertising summit, and we're like, how do we just make this a little bit more fun,

03:33and that kind of birth Pinterest Presents, where, you know, that was born during the pandemic when

03:39we used to call it the W word, we didn't want to do a webinar, but like, how do we create something

03:43that's interesting and still serves our goals, and so that's where Pinterest Presents was born,

03:49but, you know, in our second year in, it continues to be a success, we can reach tens of thousands of

03:55people around the world, and the first year we did it because we really treat it like a sitcom,

04:00and it's become less of like a webinar or virtual event and more of a film, and so it's been really,

04:06really successful, we just had our second annual one, starring Ilana Glazer from Broad City and

04:12Jonathan Swift from Ted Lasso, and it was just super, super fun, we called Pin It to Win It,

04:19because we were giving a nod to marketing being like a competitive sport, but that also people

04:24could find a win on Pinterest, so anyway, I could go on and on about it, but it's definitely one of

04:29our favorite programs.

Pinterest's Judy Lee and Canva's Jimmy Knowles on deciding what to target and how to grow | Variety Studio presented by Canva

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