"Pinterest's newest ad starts with two young women doomscrolling in the dark. It's a familiar nightly ritual for millions. As one of them slumps on the bed in a Reels-induced semicoma, the other gets an idea and opens . . . you guessed it, Pinterest. Suddenly, an energetic dance track fills the room, and the two are inspired to get their best 'fits together for a night out. It ends with the tagline, "The best thing you can find online is a reason to go offline.""
""If you listen to Gen Z about why they come, they say . . . 'Pinterest is where I can figure out who I want to be, not who the internet tells me I'm supposed to be,'" says Pinterest CMO Claudine Cheever. "That sentiment resonates with a much broader audience. The opportunity with the brand campaign was to take a much more pointed, clear stance on that the internet should be there to help you, and it should be about time well spent, not a lot of time spent.""
"Cheever says 96% of user searches on Pinterest are unbranded, which means people are looking for inspiration, and brands have an opportunity to supply it. "This is a platform where people look for brands, they don't scroll past them," Cheever says. "It's actually an incredibly ripe place for advertisers. So it's about sharpening both of those narratives on the user and the commercial side.""
"And it's working. On May 4, Pinterest reported that Q1 2026 was its first billion-dollar quarter, with revenue up 18% year on year, and global monthly active users up 11% to 631 million."
Two young women doomscroll in the dark until a Pinterest prompt leads them to get ready for a night out. The campaign uses an energetic dance track and ends with the message that the best online find is a reason to go offline. Pinterest frames its value as helping people figure out who they want to be, rather than what the internet tells them to be. The strategy targets both users and brand partners by emphasizing quality over quantity. Most searches are unbranded, creating opportunities for brands to supply inspiration. Pinterest reports growth, including its first billion-dollar quarter and rising revenue and monthly active users.
Read at Fast Company
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