In a first-of-its-kind activation, Pinterest has partnered with Jameson on what it’s calling a ‘colour takeover’, which is able to see Jameson’s new ‘Orange’ whiskey product present up on the prime of searches for orange-related queries within the app.
As you may see on this instance, when a consumer searches for ‘orange’, an advert for the brand new Jameson Orange whiskey will present up amid the highest outcomes.
A defined by Pinterest:
“There are 16M+ searches for the phrase “orange” yearly on Pinterest, and citrus taste profiles, notably orange, are excessive enchantment amongst spirits drinkers. Folks come to Pinterest to plan and be impressed, making this collaboration one that permits the curious spirit drinkers to come across a whiskey-forward style with a novel orange twist. By shock and delight discovery, the partnership will introduce the brand new orange flavored whiskey to seem in searches like “Orange aesthetic”, “Orange Hen”, and “Orange nails”.”
Which appears a little bit unusual, as people who find themselves trying to find one thing solely unrelated – like ‘orange nails’ – will probably be proven adverts for whiskey. That doesn’t seem to be optimum focusing on, which is able to return one of the best outcomes on advert spend – however perhaps there’s an inherent hyperlink between colour preferences and merchandise, even when there’s no direct demand connection.
Pinterest does say that the marketing campaign will ‘attain Pinners by means of distinctive contextual environments and events’, so perhaps there’s some extra particular focusing on at play. And it does look good to have the orange advert amongst different orange Pins. I’m simply undecided it’s going to drive important click on by means of charges – however the outcomes will inform the story.
In any occasion, it’s an fascinating activation, which might encourage new promotional alternatives and approaches for a variety of manufacturers and merchandise.
I imply, folks do like colours, and color psychology is a factor in decision making (85% of customers say that colour is a main motivator in buy selections).
We’re about to seek out out simply how huge of an element it truly is.
