The challenge
Pinterest needed to increase awareness of its widget feature, but a conventional product tutorial risked feeling overly functional and failing to capture attention. With no large production budget or prescriptive brief, the opportunity was to find a more aspirational, culturally relevant angle.
The Process
As a Freelance Content Producer, I pitched and developed a concept showing how to create a fully personalised iPhone home screen using the Pinterest widget. Rather than approaching it as a product tutorial, positioned the feature as an aspirational way to bring personal style and inspiration into everyday digital life.
The creative direction tapped into Pinterest's own cultural signals, including Pinterest Predicts, the Cherry Coded trend and Pinterest's Colour of the Year, Cherry Red. The concept used UGC-inspired aesthetics to make the feature feel native to the platform and relevant to emerging visual trends.
Outcome
The video became one of Pinterest UK's highest-performing organic TikTok posts, reaching 184k views and continuing to grow. Demonstrated how cultural insight and platform-native creative can drive engagement without relying on large production budgets.
TikTok views
184k