trends « JWT Atlanta Blog

Is your brand “right” for Pinning?

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Pinterest, the image bookmarking site that’s already driving more traffic to retailers’ websites than Google+, is rapidly gaining attention from major brands and it’s no wonder – the site hit 10 million U.S. monthly unique users faster than any independent site in history.

In the U.S., the social website is dominated by women ages 25-44 with household incomes (HHIs) between $25k and $75k. This demographic is associated with pinning ideas related to DIY projects, dream vacations and most notably, weddings. However, in the U.K. the early adopters have predominantly been men ages 24-34 with HHIs greater than $100k – and the difference doesn’t stop there. Instead of pinning images related to hobbies and leisure, their pins revolve around SEO and marketing, web analytics and content management.

One thing both audiences have in common is that they are ready to curate content from anywhere online with a single click. The site’s emphasis on sharing (or “repining”) coupled with a design that enables users to browse through hundreds or thousands of images with relative ease have greatly attributed to the success of the website.

Today, there are more than 100 U.S. brands using Pinterest including Nordstrom, William-Sonoma, West Elm, Real Simple, Whole Foods and Drake University. What sets these brand’s boards apart is the diversity of content that’s being shared. Successful brands aren’t only linking to their product pages, but are showcasing unique uses of their products, are asking followers to pin their own ideas and are promoting a lifestyle. An example of this is Whole Foods, whose boards revolve around themes such as gardening, gadgets, recycling, green living, holidays, cool kitchens and food art.

Of course, Pinterest isn’t for every brand. Successful candidates include clothing retailers, travel and tourism, culinary, art galleries and design. Any website that is visually oriented can find success on this new social network. For brands and marketers who are interested in joining the Pinterest craze, here are a few things to keep in mind:

  1. Be where your customers are. That being said, if your primary target isn’t women ages 25-44 years old, wait for the site to expand before hopping on Pinterest right now.
  2. Pinners are not following your boards to be advertised to. They are looking for content that visually appeals to their interests.
  3. Don’t be afraid to allow others to pin to your boards. Crowdsourcing content is a great way for consumers to interact with the brand and feel like they are contributing to the success of the brand.
  4. Use hashtags or keywords to tag your pins. Pinterest functions like a social search engine.
  5. Find out who’s pinning content from your website here:[InsertYourSite'sURLHere]


What brands have you seen using Pinterest well?


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The True Connectivity of Breaking Bread

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Earlier this month, JWT Intelligence released its latest trend report, What’s Cooking? Trends in Food. The report focuses on eight macro trends in the food culture, such as innovations in packaging, beneath the lens of three overarching trends: the rising foodie culture, the integration of technology in the food category and overall health and wellness.

Trends aside, food is truly the original “social network.” Nothing says connectivity more than people breaking bread with one another, sharing in the pleasures and conversations food can bring to the table, (pardon the pun). Like the modern social networks of today, food bridges culture, spanning the globe and bringing flavors, traditions and techniques from one country to another seamlessly. Food is the definition of sharing.

In addition to the trends covered in the report, what marketers are also experiencing in the food culture is the ability of the “little voice” to be heard. Thanks to technological innovations and the prevalence of digital resources and social media in marketing strategies, local food purveyors, restaurants and farmers are now able to be heard on both a national and global level. For example, Georgia’s own Riverview Farms now has the ability to have as equally as loud a voice as a large corporation like Tyson.

As the food culture has always been one centered on sharing, enjoying a beautiful meal with friends or passing on a family recipe from generation to generation, it is only natural that the food culture would learn to thrive in the modern social setting.  Through social media, foodie voices from around the world can be heard.  Recipes can be shared more easily than ever.  A cheese lover in Japan can learn about and sample the creamy deliciousness that is the Roaring Forties Blue Cheese from King Island Dairy in Australia.  And secret flashmob supper clubs can be orchestrated and deployed at a moment’s notice with the help of Twitter correspondence.  Breaking bread will continue to be a ritual human beings cherish.  Now, it’s just easier to do across cultures.

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