Color Match: Pinterest realizes color marketing

Pinterest is launching a new “Colour Takeover” feature that will show users orange ads next to orange pins when they search for specific colors, for example.

Together with the company Jameson, an Irish distillery and whiskey brand, Pinterest has realized a so-called “color takeover”. Jameson’s new whiskey named Orange will be at the top of search queries Orange displayed in the app.

Does Pinterest’s Color Takeover Make Sense for Advertisers?

Pinterest Search „Orange“, © SocialMediaToday

Users who are looking for orange nails or candles will thus receive advertising for whiskey – at first glance this does not necessarily seem sensible and goal-oriented. But there may be an inherent link between color preferences and products that correlate with that color, even when there is no specific demand for the latter.

Pinterest states that the campaign will “reach Pinner through unique contextual environments and opportunities” and further explains (seen on SocialMediaToday):

There are 16M+ searches for the word ‚orange‘ annually on Pinterest, and citrus flavor profiles, particularly orange, are high appeal amongst spirits drinkers. People come to Pinterest to plan and be inspired, making this collaboration one that allows the curious spirit drinkers to encounter a whiskey-forward taste with a unique orange twist. Through surprise and delight discovery, the partnership will introduce the new orange flavored whiskey to appear in searches like ‚Orange aesthetic‘, ‚Orange Chicken‘, and ‚Orange nails‘.

Color psychology plays an important role in the buying process

In any case, it looks good when orange-colored ads are placed next to orange-colored pins – it is unclear to what extent targeting based on colors also achieves significant conversions. But the extremely high number of searches for individual colors makes interest-based targeting quite interesting for some advertisers.

The new activation is definitely exciting and offers very attractive advertising opportunities and approaches for brands and products. And it is certain that the right product color can significantly increase the purchase intention of many people: According to Webpagefx, almost 85 percent of consumers state that color is the most important purchase criterion.

© Webpagfx

Google is also developing a new search function to optimize the search experience

Google, for example, has developed a new search technology called Multisearch, which allows users to search text and images at the same time via Google Lens. With Google’s multi-search, users can find, for example, items of clothing, furnishings, plants or architectural features that they would not find at all or not so quickly with words alone. What is exciting in this context is that users, for example, search for a dress by image and the query with the keyword green” to find it not only at all, but directly in the preferred color. The feature has already been rolled out in the USA.


Source: OnlineMarketing.de by onlinemarketing.de.

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