Unpacking & Owning Inspiration

Pinterest wanted to untangle the sticky subject of inspiration globally and create visual and strategic guardrails to help creators maximise the potential return and impact of their content. Through a blend of experts, qualitative, quantitative, stats modelling and semiotic AI machine learning we were able to develop a tangible definition of inspiration, distil it down into sub-dimensions and, crucially, make it usable. 

Our work produced clear recommendations in terms of what images resonated with users, and the compelling messages Pinterest’s Business team could leverage when talking to brands and encouraging engagement from creators. This was featured in Pinterest Presents 2022, went on to delivered hundreds of millions of dollars in touched revenue, and won the ESOMAR Gold Research Effectiveness Award 2023. Inspirational, indeed.