Pinterest firms up its ‘discovery platform’ pitch with Louvre partnership 

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 25, 2022, 9:32 AM GMT+0

The new partnership with The Louvre is a step towards Pinterest’s ambitions to present itself as a destination for entertainment and shopping.  

Pinterest has launched a new video series in partnership with the French art gallery, the Louvre - home of The Mona Lisa. The series will take users behind the scenes to witness unseen elements of the gallery’s collection, courtyards, staircases and other spaces.  

The activation will focus on cultural history, hoping to engage viewers with thematic content. But the initiative is in line with Pinterest’s new pitch as a ‘discovery platform’ that aims to make way for more selling opportunities through entertaining videos.  

Although shopping does remain a key focus for the platform, Pinterest is also looking to boost its live-streaming credentials. According to Pinterest, “In the coming months, more original programs will be introduced across Pinterest’s core categories such as cooking, travel, decoration, and much more.” 

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