Sara Pollack on building identity through Pinterest
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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.