Pinterest’s new campaign wants Gen Z to get off social media. (Not theirs, though!) The campaign is centered on a minute-long film featuring nostalgic home videos and photos submitted by Pinterest staff—and there’s not a phone in sight. The video’s tagline is, “The best thing you can find online is a reason to go offline,” making it part of their larger push to motivate young people to live in the moment and get off their phones. (Inspired by their pins, of course!) The campaign arrived strategically in time for Coachella, which young people have planned outfits for on Pinterest for years, and included a phone-free pop-up there, too. YPulse has told you that young people flock to Pinterest because it’s like a “digital playground,” perfect for curating and sharing content that allows young people to express themselves. Of course, the subtle irony that a platform built on user engagement is urging users to step away is not entirely lost on us—thought the brand says their platform is not as doom scroll-inducing as others. (Brand Innovators)
👀 Read more from YPulse: How Gen Z Teens are Driving Pinterest Usage—and What They Post
