Pinterest: GET IT
Pinterest is not FOR girls. It’s where the girls are. It is the perfect place for college-aged men to learn about women, become a more interesting man, and impress the ladies.
Challenge: Pinterest is 85% female and more than half the users are over 30. It is crucial to Pinterest's survival to find a way to appeal to college-aged males.
Solution: Using a blunt, macho, caveman tone, Pinterest will enter into a partnership with NFL star Rob "Gronk" Gronkowski. Using Gronk will keep the message simple, humorous, and shareable. Telling the target to use Pinterest to “get stuff” and show it off. This campaign is entirely digital and hits the target where they are: on other social media sites.