Objectives

The Skinny:

• One-of-a-kind Mother's Day wish delivered via Pinterest board
• Pinterest - account not required (Visual messaged delivered via email from Pinterest)
• A mother's day message composed of image pins
• Unique Personalization (Your Mom's name here sorta thing)
• 400ish Pins
• Can't find her name? We made them on-demand
• Hyper-discrete branding

Happy Mother's Day Pinterest Style:

To do it, we crafted our sincerest Happy Mother's Day wishes in a cool visual message composed of 5 ordered pins. In the Pinterest spirit of composing unique collections, we crafted boards full of style options for each part of the message. But for one part of the message there's a catch: Mom's real name. For that, our Pinterest team designed pins in multiple flavors, creating a gallery of the most popular 250 names. Don't see yours? Just shoot us a note and we'll make one on demand. All told, we've created over 300 styled pins designed to easily spread the love this Mother's Day. Was it tough? A little, but it's the least we could do to give our thanks. We love you Mom. All of you.

Strategy and Execution

This was a never-been-done-before project on Pinterest for the perfect audience at the perfect time (with a hell of a lot of agency support for personalization and realtime content generation).

Media