January 20th, 2023, Lesley Simeon
American social media platform, Pinterest, has consolidated its marketing and external communications functions under the current chief marketing officer (CMO), Andréa Mallard. In addition to her responsibilities as a CMO, Mallard will focus on aligning Pinterest’s “communication channels” with its “new strategic initiatives.”
Mallard stepped in as Pinterest’s first-ever CMO in 2018 - how has the brand performed under her?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - the brand’s Consideration and Current Customer cores have slightly dipped since 2018.
Pinterest’s Consideration score - which indicates how many consumers are considering purchasing from the brand when next in the market - went from 31% on 5 November 2018 (when the brand announced Mallard as its CMO) to 27% on 18 January 2023.
Similarly, its Current Customer score dipped four percentage points throughout the same period.
The social media site’s Ad Awareness score - which indicates how many and which consumers are noticing the brand’s advertising - has remained unchanged for the most part in the period between November 2018 and January 2023.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day.
Pinterest’s Consideration score is based on the question: Which of the following online brands would you consider visiting (through desktop/laptop, tablet or mobile phones)? and delivered as a percentage. Its Current Customer score is based on the question: Have you visited any of the following online brands in the past 30 days (through desktop/laptop, tablet or mobile phones)? and delivered as a percentage. Its Ad Awareness score is based on the question: Which of the following online brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 8180 US adults between 1 November 2018 and 18 January 2023. Figures are based on a 12-week moving average. Learn more about BrandIndex.
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