Pinterest Hosts First ‘Shade Takeover’ Marketing campaign, Which Matches Merchandise with Shade Searches

In a first-of-its-kind activation, Pinterest has partnered with Jameson on what it’s calling a ‘coloration takeover’, which can see Jameson’s new ‘Orange’ whiskey product present up on the high of searches for orange-related queries within the app.

As you possibly can see on this instance, when a person 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, significantly orange, are excessive attraction 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 singular 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 a little bit unusual, as people who find themselves looking for one thing solely unrelated – like ‘orange nails’ – will likely be proven advertisements for whiskey. That doesn’t appear to be optimum focusing on, which can return the perfect outcomes on advert spend – however possibly there’s an inherent hyperlink between coloration preferences and merchandise, even when there’s no direct demand connection.

Pinterest does say that the marketing campaign will ‘attain Pinners by distinctive contextual environments and events’, so possibly there may be some extra particular focusing on at play. And it does look good to have the orange advert amongst different orange Pins. I’m simply unsure it’s going to drive vital click on by 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, individuals do like colours, and color psychology is a factor in decision making (85% of buyers say that coloration is a main motivator in buy choices).

We’re about to seek out out simply how large of an element it truly is.