PINTEREST — WIDGET TIKTOK

Develop and pitch content concepts for Pinterest that showcase product features in a way that feels genuinely native to how people discover and engage on social platforms

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Duration

2025

Client

Services

Creative Strategy

Data Storytelling

Creative Direction

Challenge

In 2025, Pinterest needed to drive awareness of its widget feature. The challenge was making a product feature feel culturally relevant across social platforms. As there was no large production budget and no overly prescriptive brief. The opportunity was to find an angle that would make the features feel desirable rather than functional.

Solution

I pitched and developed the concept for the widget: a video showing how to build a fully personalised iPhone home screen using the Pinterest widget, framed not as a tutorial, but as an aspirational moment people would genuinely want to save and share.

The format leaned into UGC aesthetics and tapped into Pinterest’s own cultural signals, including Pinterest Predicts and the ‘cherry coded’ trend, alongside the Pinterest Colour of the Year, Cherry Red. Rather than forcing the feature into the trend, I used it to demonstrate how the widget could bring those aesthetics into someone’s everyday digital space.

Impact

The video became one of Pinterest UK’s highest-performing organic posts on TikTok, reaching 122,000 views and continuing to grow. Demonstrating that cultural relevance and the right platform insight drive cut-through far more effectively than production spend.