Pinners love discovering new ideas on Pinterest. However, the early perception has been that it's a site mainly for women. The product was designed to help anyone find creative inspiration, so I worked with the team to develop a clear message and target audience.
We crafted both a male and female target that we could focus our messaging towards, and then brought this back to the creative team to bring to life.
The fastest growing demographic on Pinterest is men, and there's a lot of content that speaks to their interests in home renovation, grilling, gear and gadgets, etc.
Through a series of photo and video shoots, we crafted stories that spoke to these groups of people.
We commissioned photographer Helena Price to create various content around both our male and female target audience. Brand designer Laura Brunow Miner helped direct the shoots.