Man in a gray suit gestures from an arched doorway under a pink neon sign reading "Tan's Shop" in a pastel store set
Submitted by Amplify

It's Different Here

Influencer Marketing

Amplify produced It's Different Here, a global broadcast event for Pinterest fronted by Tan France, drawing 45,470 registrations and 20,180 attendees across 7 territories.

45,470registrations
20,180attendees
7territories
7global shoots

Case in 60 seconds

Pinterest remained a challenger brand in a competitive market and had to reach an advertiser audience the page describes as carrying Zoom fatigue, which made a conventional online sales presentation an unpromising route to attention.

The campaign appears to turn on the platform's own claim to difference, because an audience worn down by video calls would give an hour to a broadcast that worked as entertainment rather than as a webinar.

It's Different Here organised the work around one proposition, that Pinterest is an inclusive and nourishing space where ideas become "I did", and staged that difference through visual storytelling and set design rather than a sales pitch.

Amplify produced It's Different Here - Pinterest Presents, a global broadcast across 7 territories fronted by Tan France, who unveiled Your Shop, the customisable shopping update, alongside CEO Ben Silbermann, CMO Andréa Mallard, brands and Pinterest creators. The production ran 7 global shoots from Sydney to San Francisco and built a series of sets that gave form to the Pinterest Predicts trends and the shopping features, with 5 local market translations.

Amplify reports 45,470 registrations and 20,180 attendees for a broadcast that ran across 7 territories, supported by 7 global shoots and 5 local market translations of the show.

Strategy Breakdown

Pinterest's advertiser audience, the brands and advertisers the page describes as carrying Zoom fatigue, whose perception of the platform had to move from a place to save to an advertising and shopping platform.
Based on the available evidence, the tension sits between an advertiser audience worn down by online meetings and a platform asking for an hour of that audience's attention, so the work had to earn the hour as entertainment rather than claim it as a business obligation.
Pinterest competed as a challenger against larger advertising platforms, which meant the summit had to argue for the platform as an effective advertising and shopping environment rather than simply present new features to buyers already committed to it.
The page casts Pinterest as the nourishing online oasis the broadcast depicted, so the brand hosted a demonstration of its own difference, with the sets and visual storytelling carrying an argument the product announcements alone would not.
Pinterest describes discovery on the platform as unbranded search, where people find ideas and products before knowing what they were looking for, which the page frames as the reason inspiration matters to brands and advertisers.

Creative & Execution System

Assets & channels

  • Other

Partners

  • Amplify

Creator role

  • Tan France — creator

Results & Evidence

MetricValue
Registrations45,470 registrations
Attendees20,180 attendees
Territories7 territories
Global Shoots7 global shoots
Local Market Translations5 local market translations

Why Amplify's strategy worked

  1. 1

    Casting a recognisable television stylist to front a product announcement appears to convert a sales presentation into entertainment, because the talent carries an audience relationship the announcement itself cannot generate.

  2. 2

    Producing a virtual summit as a designed shoot rather than a slide deck gives a broadcast the visual variety that holds attention when the audience is already tired of video calls.

  3. 3

    Translating one global show into local market versions suggests a route to territory coverage that does not require a separate production commissioned in each market.

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