If your brand isn’t on Pinterest, you could be missing out on a growing stream of potential customers.
While shaping your brand’s image on Pinterest, remember to take into account the specifics of the site’s userbase. A recent study showed that home, arts and crafts, style/fashion and food are the most popular categories on Pinterest. The food category is the fastest growing segment of Pinterest.
The image-sharing site Pinterest has experienced meteoric growth since its launch in February 2010. Pinterest’s user base grew from 1.6 million visitors in September 2011 to 11.1 million visitors in February 2012. Along the way, it became the fastest site to reach 10 million users. In February, it was announced that Pinterest drives more traffic to retail sites than Google+, YouTube and LinkedIn combined, and this week we learned that Pinterest drives more traffic to blogs than Twitter. When it comes to engagement, Pinterest is second only to Facebook — its users spend, on average, 89 minutes per month on the social network.
All of these statistics should be very encouraging for brands — there’s a very captive and engaged audience on Pinterest — but why, then, aren’t you seeing some of your favorite big brands on the site? We spoke to a handful of media agencies — the people who help brands develop their marketing strategies — about why Pinterest isn’t catching on with big consumer brands despite its status as a runaway success for smaller brands.
Salvador Dalí, the wacky surrealist known for his Fu Manchu mustache and painting melting clocks, was also graphic designer behind the classic Chupa Chups—an enduringly sweet, bright rendition of a daisy.
The Catalan lollipop made its first appearance in 1958, when the company founder Enric Bernat hatched the idea of placing a bonbon on a stick. He called the product “GOL,” imagining the candy as a soccer ball and the open mouth a net. It didn’t go over well. So Bernat hired an ad agency that renamed his product “Chupa Chups” (from the Spanish chupar, meaning “to suck”). All that was left was the branding. In 1969, Bernat complained about what he had while having coffee with his artist friend—none other than Salvador Dalí. According to lore, the painter went to work immediately, doodling for an hour on newspapers that were laying around. Dalí’s version masterfully integrated the wordmark into the daisy design, and has hardly changed since.
And Phaidon points us to one subtle, extremely smart feature of the design:
Acutely aware of presentation, Dalí insisted that his design be placed on top of the lolly, rather than the side, so that it could always be viewed intact. It’s proved to be one of the most enduring pieces of branding ever and one that’s still used today, four billion sales later.
What would induce the famous artist to take on such a project? Dinero. The guy rarely turned it down, causing surrealist poet André Breton to nickname him “Avida Dollars”—an anagram of Dalí’s name that roughly translates to “eager for cash.”