Pinterest Integrates “Visual Search” To Attract Users and Improve Performance

pinterest hacks features

Social media site, Pinterest, is the home of DIYs, engaging infographics and helpful life hacks. Whether you’re getting decor ideas, baby name suggestions or tips for turning red crayons into a flawless lip stain, this site has got you pinned (get it?). Now they are getting an upper hand when it comes to usability.

As of November 9th, Pinterest will allow users to search with pictures rather than words. karlie kloss fashion model For example, say you are looking at Victoria’s Secret model Karlie Kloss’s Instagram feed. You love her designer boots, but she doesn’t include a link to where to buy them. Simply take that image and search it on Pinterest. You’ll discover they are Marc Fisher boots and they are available at Nordstrom. You’ll also find cheaper dupes on Ebay, DIY tips to keeping your boots polished with coconut oil and ways to pair those boots with any outfit. (***Coconut oil is not a verified polish for boots, use at your own risk)marc fisher boot nordstrom

It is predicted that keywords have seen better days and that many searches will be moving towards an image-based setup in the coming years. Controversially, this strategy benefits advertisers and focuses on purchases rather than really honing in on the needs of users. It is speculated that this might be a move for Pinterest it gain more revenue from companies as apposed to catering to their existing Pinners. In fact, some Pinners might be unhappy with this new feature or simply avoid it because of its encouragement towards making purchases.

Only time will tell how users will respond to this new integration. If you are a dedicated Pinner, would you respond positively or negatively to this feature?

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2015 Presents: Gendered Bread

What? Yes…Stonemill Bakehouse, an Ontario based bread manufacturer has just released bread targeted specifically to each gender. genderFor men, there’s the green packaged, protein packed, fibre fuelled Barley and Rye. For women, (who apparently don’t need protein and fibre) there’s the pink packaged, calorie conscious, calcium filled Hemp and Quinoa.

“Gendered eating” is not limited to bread. Marketing has played the gender card many times before when branding certain foods.

yogurthumAds tell us that meat is man food and we learn that women eat flaky, flavourless “guilt-free” snack foods and yogurt. But rarely do you see anything other than daily supplements be specified as “his” and “hers”.

The company insists the intention behind the Health and Well-Being bread is to directly target the nutritional needs of each gender. From a marketing perspective, it’s right on point. Why? Because as I mentioned above, specifically marketed products shape our way of thinking. Throw in a few trendy buzz foods we can’t pronounce like quinoa and you’ve got a wheaty gold goose. 

The health bread craze has been baking up for a little while now with company’s such as Country Harvest and Dempster’s using ingredients like “chia” (like the pets?), ancient grain and everyone’s favourite crop – quinoa. Now I’m no Nutritional Expert here, but I would concerned with anyone who derived most of their daily nutritional intake from bread…of any gender… In fact many of these breads still contain fructose (which, in considerate amounts, causes insulin resistance and high blood pressure), preservatives and other unhealthy additives.

So there you stand. It’s a Wednesday night Loblaws run and you’re staring at the endless aisle of health breads, gluten free breads, whole wheat breads and you’re favourite of all – good old white. Stonemill has noted your yoga pants and your calorie-counting wrist watch and thinks they know you. And they are presenting you with that pretty pink package that fits in so perfectly with your stereotype. But let’s face it, Barley and Rye just sounds so much yummier. You rebel! You walk through the store swinging the burly green bag and when you get to the check-out and the cashier says, “Oh, picking up something for the husband?” you laugh. “No,” you smile, “Actually, I’m low on fibre.” You swing the bag over your shoulder and triumphantly leave the store. Applause ensues. You’ve concurred gender bread bias!

Loco for Viral Ad Campaigns

Meet Tyler, Taco Enthusiast.

Taco Bell Canada is announcing the infamous Doritos Locos Taco (a beef taco wrapped in a Nacho Cheese Dorito shell) is permanently being added to it’s menu. The taco is a wildly popular item, and one fan decides to show his appreciation for it by getting it’s likeness emblazoned on his arm. Taco Bell is rewarding his honourable act with free Doritos Locos for life.

The concept and video was created by ad agency Grip Ltd, a Toronto based company dedicated to being game-changing, ground-breaking, dynamic, boat-rocking mavericks, so they claim. They have served clients such as Honda, Labatt’s, Budweiser and Bell. Currently a thirty second version of the spot airs on television, while the longer version can be found online.

The concept personifies Taco Bell’s slogan, Live Mas. Veronica Castillo, Marketing Manager for Taco Bell Canada describes the spot as a “bold move”. The ad has led to a Taco Bell Twitter campaign where tweeters are encouraged to tweet their love for the Doritos taco’s permanent residency with the hashtag (#) #DLT4LIFE.

dlo

The video has managed to gain 3,000 views since it’s launch on January 13th. Its not an instant viral success story, but it has some time to grow. Viral advertising is an exceptional way to generate buzz and brand awareness. The Internet loves to see people doing outrageous things, whether it is sponsored by a brand or not. It’s no longer enough to release a commercial on television and hope it incites the intended target market. Agencies are tapping into this fascination for wacky, shocking and entertaining videos and capitalizing on it.

Below is one of the most ingenious viral ad campaigns I’ve seen to date. It is an ad for Tipp-Ex, a company that makes white-out and other correctional supplies in Europe. The video lets you interact and create your own ending to the story, thanks to Tipp-Ex correctional fluid.

Undressing to Sell Salad Dressing

Taking a page straight out of the Old Spice commercial’s Marketing to Women Handbook, the conservative family-oriented company Kraft tries to add some zest with their hunky new face of Italian dressing, Mr. Zesty. Zesty is played by actor Anderson Davis, and the ads feature him shirtless, cooking various dishes with Kraft dressing.

The controversial print ad
The controversial print ad

If these sizzling ads leave you craving more, Kraft takes this integrated marketing campaign one step further with the website getmezesty.com where you can send personalized “Zestygrams” to friends, enter contests and find recipes. If you’re so inclined you can follow Mr. Zesty on Twitter. The campaign is definitely a hit with women. Let’s face it, salad dressing is boring. Salads are boring. And here Kraft has made their salad dressing interesting, interactive and sexy.

The campaign has managed to stir up some controversy from irate moms who feel that certain print ads like the one seen above are just taking things way to far. It’s always beneficial to have people ravenously Googling your company’s ads because there is controversy associated with them. Hey, the more exposure, the better!

All in all I see the ads as genius, whether they have the staying power of the Old Spice commercials or are just a gimmick to create a momentary spike in sales. Personally I hope this campaign is here to stay, and I don’t even like Italian dressing!