Sara on building identity through Pinterest

Variety

Sara Pollack on building identity through Pinterest

Transcript

00:00Creative economy is what it is, and it's going to be the future based on what you probably

00:06have already seen and what's going on in the industry.

00:08Talk a little bit about Pinterest and about how you engage in the fandom and the branding

00:13and the franchise concept.

00:14Sure.

00:15So I think the way that when I was growing up, or many of us were growing up, we probably

00:21had posters all over our walls of what we were into, that very much happens on Pinterest

00:28now.

00:28And I think to the extent that fandom is about sort of your identity, that's one sort

00:33of shape of fandom.

00:35And I think Pinterest is a platform where people really do come to sort of figure out their

00:40identity, express their identity, and who they sort of love is a big part of that.

00:48And so, you know, whether it's like going back to Wicked, you know, people who are either

00:55long-time Wicked fans, Ariana Grande fans, Cynthia Erivo fans, there are thousands of

01:01boards where fans for years, because Pinterest, too, is a very long-term platform.

01:07It's not just sort of a viral moment, but it's a place people come back to year after year,

01:11and they've been building these boards for years around their fandom.

01:14And then when there's sort of a moment in time, that combustible moment in time, they're coming

01:20to figure out what they're going to wear to the Wicked premiere.

01:23They're coming and looking for Wicked-inspired cocktails to serve at their, you know, Wicked

01:29viewing party.

01:30The list goes on and on.

01:32And so, you know, I think there's just so much opportunity to tap into that very organic,

01:37very leaned-in kind of fan base.

01:41To your point on experiential, I think I'll just say, you know, I think what Pinterest

01:44shares with sort of a franchise approach to marketing is a real ability to show up experientially.

01:53I think, you know, much like sort of a franchise, I think the details matter so much, right?

01:58Fans love the details, the Easter eggs, the little things that they get to see.

02:01And I think that's very true of an aesthetic platform like Pinterest, too.

02:05It's very much about the details.

02:07And so, you know, we've found we have, you know, over 500 million monthly active users

02:13now, over 40% of them Gen Z.

02:15Gen Z love experiential marketing.

02:18They love the details.

02:19They get delighted in that.

02:20And so, you know, we ourselves do a ton of experiential marketing at this point, you know,

02:25sort of scale digitally.

02:26But those moments, you know, we were just at Coachella a couple of weeks ago to really,

02:31you know, allow fans to sort of live in their Pinterest boards to really immerse themselves

02:38in that world that they have sort of created online becomes this world offline for them

02:44to engage with.

02:45And that's worked really well for us.

02:47And I think that's something that works really well when marketing a franchise as well.

02:51And I think that's what we're saying.

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