When Andréa Mallard joined Pinterest as chief marketing officer in 2018, the social media company had never had a CMO before. Five years, one initial public offering, and a more than 370% increase in revenue later (in 2022, Pinterest generated $2.8 billion in global revenue), Mallard has crafted a marketing strategy that brings in users while also positioning the brand as distinct among its competitors.
This is especially critical as certain audiences’ sentiments toward social media have soured, following negative headlines about its effect on mental health and its role in the spread of misinformation.
“Pinterest has been very prescient,” Mallard said. “The goal is to bring everyone inspiration. You don’t come here to fight about politics. You don’t come to have FOMO … or get into arguments. We don’t want to create any harm on the journey from inspiration to action—and by the way, you don’t need to.”
That differentiator “is why I joined Pinterest,” she added. “I have teenagers. I am very well-read on the damage that social media can do to a young person’s psyche, and I’ve been so impressed with how Pinterest has been so thoughtful about this topic.”
A common critique of social media is the way many platforms can lead to negative social comparisons. Pinterest, which has always been more about posting inspiring content than filtered snapshots of someone’s life, leaned into how it could be a place to foster self-love and self-discovery, rather than criticism, with its 2022 campaign, “Don’t Don’t Yourself.”
In the campaign, which ran in movie theaters, streaming television, digital and out of home, Pinterest helps people defeat common saboteurs. For example, fashion ideas on Pinterest help a woman silence her inner self-critic, telling her she couldn’t pull off the look, while home improvement ideas help a man overcome an inner procrastination demon.
“We really wanted to expand our story beyond mere inspiration into what felt like a much more emotionally rich and nuanced area,” Mallard said, “while also making some needed commentary on both emotional well-being and the role social media platforms have.”
I really refuse to lead a marketing team that’s seen as a cost center. We never forget the science of what we do.
Andréa Mallard
Pinterest also highlighted the way it can inspire action and positivity offline, when many competitors encourage scrolling, in a complementary 2023 campaign called “It’s Possible.” The campaign included a full-page New York Times ad encouraging users that “It’s Possible” to feel positive online. The spots showed Pinterest helping people accomplish tasks they had approached with trepidation, like cooking or setting up a romantic date night.
Pinterest’s emphasis on the power of offline extends to its b-to-b marketing efforts, too.
For its 2022 Cannes Lions event, Pinterest wanted to show how its platform inspires people to create. It hosted myriad workshops with Pinterest creators on screen printing, creating mindful drawings and sneaker customization. The event was open to all, not just VIPs. For Mallard, the highlight was that no one was taking selfies, a sign that attendees were immersed in the experience.
While Mallard has crafted a brand strategy that leans into big ideas about the power of the platform, she is also conscious of avoiding marketing efforts that don’t drive a return on investment.
Value Add
Since 2021, Pinterest’s brand value—the present value of earnings specifically related to the brand—has increased almost 58%, according to Brand Finance.
“I really refuse to lead a marketing team that’s seen as a cost center,” Mallard said. “We never forget the science of what we do.”
To this end, under Mallard, Pinterest developed its own attribution model with the finance and business operations team, which is regularly updated. The company measures a lifetime value over cost-per-acquisition ratio for its marketing efforts to ensure that the brand’s ad spend is truly delivering.
“If you give me $1, I’ll give $5 or $10 to the business, and that means I’m going to deliver this many retained monthly active users who not only saw our ad and clicked it, but stuck around,” Mallard said, explaining her pitch to Pinterest executives.
So far, the approach is paying off: Monthly active users have grown to 450 million at the end of 2022, 70% up from 265 million when Mallard started in 2018.
This story is part of Adweek’s Brand Genius 2023 honors, recognizing the top marketers who have delivered long-term success for some of the world’s leading brands.
This story first appeared in the July 2023 issue of Adweek magazine. Click here to subscribe.
