Tag Archives: pinterest

Anatomy of An Insight: Grey Poupon Society of Good Taste

LIKE US ON FACEBOOK!!!!

That has been the battle cry for the brands in the social media for the last couple of years. And fair enough, for the majority of the brands the more likes you have the better. But what if you are classy luxury brand? You do not necessarily want everyone and their neighbor to like your brand if you want it to be exclusive.

The new Grey Poupon Facebook-campaign*”The Society of Good Taste” feels like a breath of fresh air amidst the traditional like-begging campaigns. In this tongue-in-cheek application the mustard brand will only accept “classy” fans. Your “classiness” will be evaluated with algorithm searching and judging your user profile. Apparently not all of the applicants will be selected, although my social media profile seemed to be “classy enough”:

Apply for Grey Poupon fan status in their Facebook page.

Insight: When every brand is begging and bribing you to like them on Facebook, the value of the like for the consumer has become worthless. If something is easy and available to everyone, it does not seem interesting. Like Groucho Marx said “I don’t care to belong to any club that will have me as a member”.

This Grey Poupon campaign seems like a modern day and more humorous version of this classic Chivas Regal ad by Neil French:


THIS IS AN ADVERTISEMENT FOR CHIVAS REGAL.

IF YOU NEED TO SEE THE BOTTLE,
YOU OBVIOUSLY DON’T MOVE IN THE RIGHT SOCIAL CIRCLES.

IF YOU NEED TO TASTE IT,
YOU JUST DON’T HAVE THE EXPERIENCE TO APPRECIATE IT.

IF YOU NEED TO KNOW WHAT IT COSTS,
TURN THE PAGE, YOUNG MAN.

In addition to the Facebook, Grey Poupon is upping the ante in social media and has also build their website entirely on Pinterest.

*Spotted from Adrants.

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Pinterest Generation: Lazy & Self-Obsessed

Pinterest drives more sales than Facebook
Pinterest drives more traffic than Google+, LinkedIn & YouTube combined
Pinterest hit the 10 million unique visitors faster than any other other site in history

In retrospect, it is totally obvious that Pinterest has become so huge. It is such a great representation of the current times we are living in:

1. Many want to express themselves, few want to invest time in it

I think the main drivers in the rise of is the Pinterest is the growing amount of self-obsession combined with the laziness typical with many people. It is perfect tool for the modern man, who evaluates how his success by the number of likes and comments. Or values celebrity over his own health. Pinterest gives you easy tools for self-expression.

If we think about evolution of self-expression in the Internet, it has become more and more easier. The tools which have provided the solutions to the lazy users have been winners.

When people had own websites, you had to have technical skills to create them. Then came blogs, which reduced the technological barrier, but you still had to spend lots of time to actually write the blogs. Twitter made the expression even easier with the character constraint. Then came instant photo applications. Also social networks have undergone the same transition. MySpace had much more opportunities to pimp your profile, but Facebook showed that usually people do not want to spend time creating something themselves. When it was easy enough, everyone started to share what they had for lunch and started to also think that someone really cares.

Pinterest frees you from creating anything yourself.

In Pinterest you do not have to be a content creator, you just pin. You can grab whatever content you feel represents you and use it. No need to write even 140-characters or take photo. You are just a curator. Pinterest did to web services, what mash-ups did to music.

2. Visual learning and expression

The last centuries have been run by written word. Now we are moving more towards visual world, where we increasingly learn & get our information from visual sources. Pinterest is good example of it. Other main players in this change is Instagram (no wonder that Facebook bought it) and YouTube.

3.Interest-driven network

Underlying philosophy in Facebook is that we are defined by our social connections. Facebook works actively to blur all the lines of your different personas to merge it as one in their network. Pinterest on the other hand is build around our interests, which gives its huge opportunity for certain target groups. The great thing in the Internet was the opportunity to be something else or something more than your everyday self. Pinterest gives that opportunity back to us. If Facebook is reflection of who we are, Pinterest might be more of about what we want to be. Usually the hobbies tell much more about people than their CV.

The future succesful web services are build on the laziness and the self-obsession of the users.

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