Objectives

Objectives

Our mission is to bring everyone the inspiration to create a life they love. The Creator Code is an important step in supporting our mission.  The Creator Code is a content policy designed to keep Pinterest a positive and inspiring place. Launched in April of 2021, the Code is a mandatory set of guidelines that lives within our product and is intended to educate and build community around making inclusive and compassionate content. Creators must accept the guidelines before they can create on Pinterest because they have a shared responsibility to keep Pinterest a safe and positive environment while supporting Pinners on their inspiration journey. It is intended to be proactive and empowering for Creators, rather than reactive and reprimanding. This effort to mitigate negativity is a key differentiator that adds lasting value to the lives of our half a billion monthly users around the world. It was developed with Creators for Creators.

Goals 

Launch the Creator Code as a unique differentiator for the Pinterest platform  Drive adoption of the Code with the Creator Community

Strategy and Execution

Creator Code GTM was a global marketing strategy that launched in nineteen countries and nine languages. Built for Creators, and in partnership with Creators, this multi-channel GTM strategy was anchored in a dynamic anthem video developed by  Pinterest Creators to shake up the industry. The campaign captured the attention of Creators and press alike, and set the standard for a more positive internet. 

We promoted this video across all digital platforms to get the word out about our newly launched Creator Code and generate excitement. We also asked each Creator to share the video on their social channels for even greater exposure. 

To further increase comprehension of the Creator Code, we embarked on a creator-to-creator strategy to secure support + buy-in from on- and off-platform creators. We developed a “hero” anthem video that showcased a diverse mix of Creators from the US, UK, and CA. We partnered with our eight hero Creators to bring Creator Code to life again via unique social posts on their respective platforms.

We also developed educational assets that explained what the code was, and what it meant.

Results

95% of users accepted the creator code (for iOS users as of 4/25/21). We exceeded our expected attendance rate for the press event by 84% (129 attendees vs 70 expected). 129 press articles were generated globally about the Creator Code/Creator Fund announcement, resulting in over 134M media impressions on launch day (and several  million more as the week progressed). The first Creator Code newsletter saw the highest engagement of our 2021 newsletters to date, with a 23% uOR (vs 22% avg)  and 2% CTR (vs 1% avg) Hero Creators performance stats: 251,100 impressions, 212,100 reach, 20.82% engagement rate, 17,900 video views Creators are encouraged and excited to see Pinterest taking an approach to a kinder, safer and more positive internet.

Media