ROLE - Product Design, UI/UX, Motion Graphics, Art Direction, Content Publisher, Campaign Strategy
TEAM - Content Insights part of Global Content Org (GCO)
OVERVIEW - Launching an educational website in 13 regions to inform and inspire content creators on how to find success on their journey. A globally consistent yet customizable destination, the site also serves as a key resource for creator-facing teams that’s measurable and a single source of truth.
CONTENT INSIGHTS MISSION - Educate and empower content suppliers and GCO with scalable, insights-driven resources to drive content supply growth and retention.
KEY CHALLENGE - Our Core Narrative & Best Practices Are Not Aligned with Product Dynamics and Future Developments. Pinterest Content Suppliers Struggling to understand our Value Prop. Product is evolving rapidly and our audience is shifting in composition and behavior.
OPPORTUNITY - Evolve our core narrative & Best practices to truly differentiate Pinterest and broaden our aperture.
GOALS OF SITE - Drive awareness of our creator narrative. Provide creators with educational and inspirational content that increases platform comprehension and encourages creation and retention. Offers a globally consistent yet customizable destination for creators and a key resource for creator-facing teams that’s measurable and a single source of truth.
Site launch one-sheet
Launched in 13 Regions
Site pages
What creators are saying about the site
via user testing
Creator Site and Product
Educational collaboration highlights and opportunities.
Key results
Overall
With 100+ XFN team members who contributed to the site, we hit all milestones and launched a robust site that will serve as a solid foundation for expansion.
With 100+ XFN team members who contributed to the site, we hit all milestones and launched a robust site that will serve as a solid foundation for expansion.
A blog post about SCE, an educational resource created in partnership with Product, was initially limited in promotion but later became the site’s top page by users and sessions—indicating an appetite for product education content.
We were prepared for a mobile-leaning audience (turned out to be more than half of users) with design, copy and UX, and excited to find that mobile also correlated with increased engagement via sessions.
Reach: 93k unique visitorsEngagement: 592k unique sessions
Sentiment: 92% of surveyed creators found the site “very helpful”
(the remaining 8% found it “helpful”)
Number of GCO CMS user accounts: 40
Impact on OKRs
Reaching 93k unique visitors with scaled educational (and inspirational) content to aid creation, retention.
Pin submissions: 6k
Lead generation: 3k
What does it mean for 2024?
Expanding the site structure and content to cover a broader audience, including agencies, publishers and merchants, and new ingestion methods.
Optimizing existing pages (design, Eng, SEO) and processes.
Refining the dashboard for easier self-serve data.
Social Assets - Pin Tips
A series launched in multiple regions featuring tips on how to create successful pins.
@pinterestcreators
@pinterestcreators
Blog post + Social Assets
A blog post explaining ways Creators can use Pinterest trend predictions for their next content idea.
Blog Post | Social Post
Blog Post | Social Post
