Pinterest: Rethinking 'dwell time'

Pinterest, a social network, globally launched its campaign Don't Don't Yourself, identifying the feelings that sabotage people's ability to get off screens and do, to return to its founding intention (inspiring people's lives offline), and drive awareness.

Executive Summary

Pinterest was facing a challenging business environment. Moreover, the public and the media, all the way up to the White House had turned their attention to social media's toxic traits. The conversation about addictive algorithms was an existential reckoning, questioning social media's right to exist.

We saw opportunity in a crisis. We seized the moment to return to Pinterest's founding intention - inspiring people's lives offline - and tell this story at scale.

In a cultural context in desperate need of a new way to engage with the internet, brand planning directed Pinterest to celebrate their business model...

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