Here is your next serving of The Juice for 2021! This week it’s all about visual search engines, data decisions, and a fun spin on brand campaigns.
1. Visual Search
As brands search for new and different ways to market to audiences, imagery-based—instead of text-based—results could be the next breakthrough, especially for Gen Z and Millennials. It takes less time for the eye to identify and process images than it does to scan through line after line of text. When brand information/products are laid out in photo form (e.g. on Pinterest, Amazon, etc.), viewers are able to get a better sense of what is being offered to them as well as receiving more context around each item or piece of information. Visual results are now showing up higher on search engine rankings, revealing that audiences are responding to image searches more easily and effectively than to reading descriptions. As brands look for new ways to catch the attention of their audiences, visual-driven searches may just be the creative update needed for new content.
2. Data Decisions
Earlier this month, WPP’s GroupM announced a partnership with Unilever on its web app Data Ethics Compass: “Our Data Ethics Compass provides clients a consistent approach on how best to navigate ethical risk and prioritize and respect the privacy of people on the other side of the screen,” said Krystal Olivieri, GroupM’s Global SVP for Data Strategy and Partnerships, in a press release.
3. You’re in for a Laugh
For cheese maker Laughing Cow’s 100th anniversary, the brand built a campaign that crosses packaging and digital—including a website where you can record and listen to laughs from around the world. “Laughing Cow will sell the QR code–enabled cheese wedges in all-red packaging at select retailers from February through March, and has a goal of recording 30,000 laughs in the U.S.,” notes Marketing Dive.
