Every month, over 450M people come to Pinterest for ideas and inspiration, but Pinners generally think of Pinterest in terms of Pins, not people. Our objective was to shift that perspective by recruiting creators worldwide and revealing new tools built by Pinterest to help them make content and inspire their audiences.
The Pinterest Creators Festival coincided with Pinterest’s “Make the World Make” campaign, which aimed to highlight top creators and encourage community participation in order to fill the internet “with as many courageous, thrilling and immediate ideas as we can.”
As the experiential partner, NVE was challenged to immerse guests in the uniquely creative world of Pinterest through content, custom fabrication, development of the registration site and event platform, guest communications, live broadcasting, and virtual event management.
Pinterest Creators Festival was broadcast live on October 15, 2020, at 1pm EST/10am PST. We inspired our audience by bringing the uniquely creative and positive world of Pinterest to life at every touchpoint. NVE leveraged existing messaging and creative assets to develop a cohesive brand ID across event messaging, physical studio sets, and the event platforms, truly blending the physical and virtual worlds.
Content included keynotes, conversations, and creative demonstrations with both internal experts and experienced Pinterest creators. Speakers included David Chang, June Ambrose, Brittany Snow, Elaine Welteroth, Jaime Schmidt of Schmidt's Naturals, and Erica Chan Coffman of HonestlyWTF. Event programming was focused on helping creators:
- Learn how to break through the feed, craft brand partnerships, and grow an audience on Pinterest.
- Turn their ideas into a business and build a mental wellness community, inspired by top creators on Pinterest.
- Refine their storytelling with exclusive content tips from the Pinterest creator team.
NVE captured approximately three hours of original content in custom fabricated studio sets in New York and San Francisco, supported by virtual broadcast kits sent to speakers’ homes. A consistent scenic look and feel ensured that speakers from across the country all appeared within the same Pinterest-owned space as the virtual platform. NVE’s sister company, Treehouse Fabrication & Scenic built out the San Francisco studio for an impeccable in-person shoot. All in-person shoots adhered to strict safety protocols.
In addition to producing and editing the entire show, NVE built a custom registration page, developed the virtual event platform (event hosted on Maestro), and handled all RSVP guest communications.
For the highest quality and smoothest possible broadcast, we pre-recorded all content and streamed it as one continuous video, rather than segment-by-segment. NVE controlled the broadcast from our offices in LA for maximum security and technical redundancies.
All event content was available for continued use by Pinterest. Additionally, the event platform was open for one month following the event, allowing guests to re-watch segments or engage for the first time.
Feedback from guests was extremely positive during the live event, and engagement surpassed the benchmark set by Pinterest, based on past live activations geared toward similar audiences.
Metrics:
- 2,279 live event attendees from 26 countries
- 8,049 total registrants, including live event and the month of VOD content following the event.
- 2,642 chat messages during the event
