GLOBAL CONTENT FRAMEWORK

Discover | Decide | Do is the singular content framework used across Pinterest and can be seen in action across major Pinterest collateral and events. Before there was one framework, there were 12 frameworks. Learn about how we got the entire company behind three words…

As the Pinterest platform scaled, so did the complexity of our content guidance to external stakeholders. Our initial audit uncovered 12 separate frameworks across five divisions. So we set out to create a single content framework with a unified positioning across the entire company that would function as a source of truth for creators, publishers, and brands.

Getting alignment across a global company isn’t easy, two things helped get Discover | Decide | Do across the finish line:

Discover | Decide | Do was one of four frameworks that were tested. Each framework was vetted against platform data, competitive research, and key divisions including Product Marketing, Global Content & Creators, Business Marketing, Global Sales, and Creative Strategy.

Screenshot 2023-10-19 at 11.06.43 AM.png

Screenshot 2023-10-19 at 11.06.52 AM.png

Screenshot 2023-10-19 at 11.07.01 AM.png

Screenshot 2023-10-19 at 11.07.10 AM.png

Screenshot 2023-10-19 at 11.07.19 AM.png

Screenshot 2023-10-19 at 11.07.29 AM.png

Screenshot 2023-10-19 at 11.07.40 AM.png

Hats Worn: XFN Project Leadership, Product Marketing, Content Strategy, Content Creation

Team: Joey Polino, Chris Millichap, Grainne O’Reilly, Gwen Cooke, Whitney Moore, Andy Holton | XFN Support: Product Marketing, Business Marketing, Global Content & Creators