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 high of searches for orange-related queries within the app.
As you’ll be able to 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. Individuals come to Pinterest to plan and be impressed, making this collaboration one that enables the curious spirit drinkers to come across a whiskey-forward style with a novel orange twist. By way of shock and delight discovery, the partnership will introduce the brand new orange flavored whiskey to look in searches like “Orange aesthetic”, “Orange Rooster”, and “Orange nails”.”
Which appears slightly unusual, as people who find themselves trying to find one thing completely unrelated – like ‘orange nails’ – will likely be proven advertisements for whiskey. That doesn’t look like optimum concentrating on, which is able to return the perfect outcomes on advert spend – however possibly 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 possibly there’s some extra particular concentrating 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 vital click on by means of charges – however the outcomes will inform the story.
In any occasion, it’s an fascinating activation, which may encourage new promotional alternatives and approaches for a spread of manufacturers and merchandise.
I imply, folks do like colours, and colour psychology is a think about resolution making (85% of customers say that colour is a main motivator in buy choices).
We’re about to search out out simply how huge of an element it really is.
