Lens de Pinterest es una nueva herramienta visual
Carla Eboli, CMO of Dieste wrote an article for Provoque Weekly highlighting the important role social networks played in the recent Cannes Lions International Creativity Festival. “The social media giants took advantage of the carefully selected Cannes crowd (creatives and marketers, basically) and brought their best game to the table” she said. Eboli highlighted three of these platforms and explained why brands should pay attention to them: Lens from Pinterest, Oculus from Facebook, and Spectacles from Snapchat.Lens from Pinterest is the new visual search tool that allows customers to find products online based on what they are seeing in real life. With this, Pinterest has the opportunity to map the social media/online consumer journey in detail, from the discovery to the purchase, step by step. “Brands will be able to tap into this knowledge offering people more targeted results, when they are more open to buy the item, and a faster shopping experience” added Eboli.In Cannes, Facebook allowed attendees to try out Spaces, a new feature of their Oculus tool, that uses virtual reality, Under the theme “Connected, we can create anything.” According to Eboli, VR is delivering good brand engagement results, mainly in healthcare and wellness. Snapchat took to Cannes a yellow Ferris wheel and placed it outside the Festival’s main building to promote its Spectacles, sunglasses that you can use to record 10-second snaps and post them right away on your Snapchat feed. “In regards to Spectacles, I can see how influencers and bloggers can use them to create short video content featuring brands in a very organic way” she said. However, she explained that Snapchat is not very vocal regarding their clients’ results and case studies.
