Pinterest Business’s holiday campaign is typically one of their biggest lead-generating programs. To up the ante, the team aspired to launch (Christmas) in July and craft a more personalized approach.
Opportunity
We were challenged with creating a flexible system that can extend to multiple holidays throughout the campaign—Halloween, Black Friday, etc. I facilitated workshops to get fresh ideas, and through our conversations, we realized the need for a look and feel that is inclusive and human.
Discovery
We landed on a visual identity with a color palette and icon system that felt festive, fun, and with an element of the hand. To push the personality and authenticity, I pitched a photoshoot concept. It immediately got buy-in and despite some pivoting, turned out to be a successful stop-motion advertising campaign with the help of our talented team.
Outcome
The blog series was picked up multiple times by Adweek, and the overall campaign hit metrics by 200%+ in several categories.
