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Platforms Featured APAC

Tastemade, Pinterest launch first-of-its-kind content partnership to scale creators, series, and live streaming

New York, USA – Pinterest and modern media company Tastemade has announced a first-of-its-kind, multi-million, global strategic partnership to scale creators, content series, and live streaming on Pinterest. The multi-year partnership commences immediately, with initial programming launching in Q3/Q4 of 2022 and throughout 2023.

Under the terms of the deal, Tastemade, will produce 50 new shows that will debut exclusively on Pinterest via new content franchises and Idea Pins, Pinterest’s multi-page video Pins. Co-developed by Pinterest, this series will feature talent from both the Tastemade and Pinterest creator communities from around the globe and will be produced in at least eight different languages from Tastemade’s global studios across the U.S, LATAM, Europe, and APAC.

Tastemade will also produce hundreds of hours of new live streaming programming for Pinterest TV. Shot on location and in Tastemade’s studios, the live streams will aim to increase total viewership, drive repeat viewers, test shopping behaviors, and encourage community engagement. Tastemade’s experience with live streaming commerce will prove valuable in activating creators, brands, and consumers alike.

Pinterest’s Chief Content Officer, Malik Ducard, shared, “As one of our largest video partners globally, I’ve been so impressed by how Tastemade has expanded their platform, consistently delivers engaging content, and builds value on Pinterest,” 

“This is a natural extension of our existing partnership as we scale our content and creator efforts at Pinterest, and I’m thrilled to build something even bigger to inspire Pinners in more languages around the world,” Ducard added.

By partnering with Tastemade, Pinterest is further scaling its creator ecosystem with a pioneer in the native mobile video to drive high-quality video content and engagement on the platform, which allows for a truly unique offering for creators to collaborate with Tastemade and Pinterest on a global basis. While Pinterest began its creator efforts by focusing on “rising stars” and “homegrown” creators, this newly expanded partnership with Tastemade will also bolster Pinterest’s native-first content approach with programmers and publishers as premium content creators.

While Tastemade has historically focused on the passion-led content verticals of Food, Travel, and Home & Design, this partnership will expand its programming to other high-value categories including Beauty, Fashion, Health & Wellness, Fitness, Parenting, Pets, and more – leveraging Tastemade’s robust global video platform and creator community to bring greater quality and scale to Pinterest’s video ambitions and to produce an even wider array of programming to inspire Pinterest users around the world.

Tastemade’s Co-Founder & CEO Larry Fitzgibbon, commented, “Consumers have undeniably embraced video as the preferred content medium, and one that is especially powerful in inspiring consumers to take action to create a life they love.”

“The biggest trends in media are now in video, creators, and live streaming – and this partnership addresses all three at global scale. We have a long track record of deeply engaging the Pinterest audience and are excited to take even more Pinners from inspiration to realization through video storytelling,” Fitzgibbon adds.

As a part of the deal, Tastemade will also host a series of in-person creator events at Tastemade studios around the globe (Los Angeles, London, Tokyo, Jakarta, Mumbai, São Paulo, Buenos Aires) in many of Pinterest’s key international markets. Creators from both the Pinterest and Tastemade communities will come together for community-building activities, creator activations, and training sessions focused on catalyzing more high-quality video storytelling and overall engagement on the Pinterest platform.

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Platforms Featured APAC

Pinterest to acquire AI powered shopping platform for fashion, THE YES

San Francisco, USA – Pinterest has signed a definitive agreement to acquire THE YES, an AI-powered fashion shopping platform that allows users to shop a personalized feed based on their active input on brand, style, and size. Pinterest believes that THE YES’s leadership, innovative technology and talented team, combining shopping expertise with fashion industry credibility, will help accelerate Pinterest’s vision for it to be the home of taste-driven shopping.

Pinterest said, with hundreds of brand merchants on its platform, the team at THE YES has built an extensive fashion taxonomy that uses human expertise and machine learning to power a comprehensive algorithm in fashion. THE YES’s brand relationships and shopping expertise can potentially be applied to other categories on Pinterest such as home, beauty and food.

THE YES was founded in 2018 by CEO Julie Bornstein, an ecommerce and fashion industry veteran and CTO, Amit Aggarwal, a tech industry veteran. Over the past several years, THE YES has scaled to provide a personalized daily shopping feed that learns a user’s style as they shop with hundreds of merchants, including global brands and discovery brands across the fashion spectrum.

Upon the closing of the transaction, Julie will report to Pinterest’s Co-Founder and CEO, Ben Silbermann, and will lead shopping vision and strategy across Pinterest, creating a new and strategic organization dedicated to Pinterest’s taste-driven shopping efforts that will help steer the evolution of features for Pinners and merchants on Pinterest. Pinterest is excited to welcome THE YES team to join Pinterest following the closing of the transaction.

Silbermann shared that THE YES team are experts in building an end-to-end shopping experience. They share our vision of making it simple to find the right products that are personalized for you based on your taste and style. 

“We’re very excited about THE YES’s talented team and technology as we build dedicated shopping experiences on Pinterest,” Silbermann said.

Bornstein commented, “I’ve spent my career at the intersection of shopping, fashion and technology and have seen first-hand the valuable impact of building technology that enables brands to join a platform with ease while enabling customers to share their preferences. Joining forces with Pinterest to broaden our reach utilizing such an inspirational platform is an exciting and ideal next step for our team and technology.” 

In the months following the closing of the transaction, Pinterest plans to sunset the THE YES app and website to allow the merged teams to focus on technology integration and evolving our shopping vision.

The transaction is expected to close in the second quarter of 2022, pending the fulfilment of customary closing conditions.

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Platforms Featured East Asia

Pinterest launches ads feature, expands Shopify partnership in Japan

Japan — Pinterest is launching ads for all businesses in Japan. Businesses of all sizes now have access to multiple types of ad formats and targeting options in Japan to reach new audiences with meaningful, useful content as they discover ideas and plan new projects. Japan is the next country to launch as part of the global expansion of Pinterest’s ad program. Alongside this, Pinterest is also expanding its partnership with e-commerce company Shopify.

On Pinterest, brands are additive to the avid users of Pinterest’s or ‘Pinner’s’ experience. Because of Pinterest’s dynamics for product discoverability, advertisers are keen on the platform’s potential. With Pinterest, ads can inspire the decisions of consumers because commercial content enhances the Pinterest user’s experience. People come to Pinterest looking for products and services to plan their futures and build their lives.

Because 97% of the top searches on Pinterest are unbranded and consist of 2-3 word queries, the majority of consumers are not typing a brand name into their searches, which is why Pinterest is such an effective place to reach people while they’re still considering their next purchase and haven’t decided on a brand. Pinterest is one of the platforms where it is possible for brands to engage with new customers who are intentional, open and making buying decisions.

The platform recently opened ads to a small group of Japanese businesses as early partners. Brands such as BAYCREW’S and Cowcamo have already seen success using Pinterest Ads to tap into an audience on Pinterest that is looking for what to try or buy next.

Kei Narita, country manager for Japan at Pinterest, said, “Pinterest stands out as a positive environment where consumers come to find inspiration for what to do or buy next. We give businesses of all sizes an opportunity to connect with consumers early in their decision-making journey and we’re proud to expand our global advertising program to Japan. Our advertisers play an incredible role in enabling Pinterest users to turn inspiration into action so they can create a life they love, and we’re excited to enable Japanese businesses to now connect with our engaged audience through ads.”

Pinterest is also launching new features for businesses in Japan to reach people who want to go from finding ideas to making purchases.

Via the launch, businesses in Japan can upload their full catalogue to Pinterest and automatically turn their products into shoppable Product Pins. Enriched with metadata and formatted to let people on Pinterest know that they’re shoppable, Product Pins feature the most up-to-date price, availability and product title and description from your website. By uploading their catalogue of products to Pinterest, businesses can link directly to the product page on their site so Pinners can buy one of their products in just a few clicks. Product Pins are more discoverable in places like Home Feed, search, recommendations like Related Pins, and Lens camera search results.

Pinterest is expanding its partnership with Shopify to Japan. Now, Shopify merchants in Japan have an easy way to bring their products to Pinterest and turn them into shoppable Product Pins that are discoverable across the platform.

The Pinterest channel on Shopify provides frictionless access to Pinterest shopping features including tag deployment, catalogue ingestion, and advertising buying interface, without the need to edit code or deploy resources on their own site.

Small-to-medium-sized businesses with shops on Shopify will have easy set-up and access to distribution across Pinterest either organically or through ads, as well as reporting and results to maximize reach. Thanks to this integration, SMBs will save time to set up shop on Pinterest and will be able to showcase their products to a global monthly audience of more than 400 million people, many of whom come with the intent to shop and discover new products.

Makoto Tahara, country director and head of Japan at Shopify, shared, “By expanding our global partnership with Pinterest, Japanese merchants can now access the Pinterest channel to create targeted, audience-building campaigns all without leaving Shopify. This is particularly important for Japan’s small and medium-sized merchants to help them thrive by creating new opportunities for discoverability among Pinterest’s 400M+ users around the world.”

With the launch of ads in Japan, Pinterest is continuing the global momentum of its advertising program.

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Technology Featured East Asia

Creative agency AnalogFolk launches AI tool version for women empowerment

Hong Kong – Digital creative agency AnalogFolk announced the launch of Bigup.Ai 2.0, an AI tool that aids to empower women, especially about societal issues and influence-related success. 

Having launched a beta version in the past eight months, the agency said the AI tool features a much bolder and visually-appealing interphase.. Concept questions such as “Tell us about a strength?” act as motivation starters, and can be improved or “bigged up” by using more confident and assertive language. The AI tool also features a quote suite, updated by the AnalogFolk team. Topics such as job rejection and COVID-19 burnout are covered, all with a positive note. The quote suite can be accessed through Analogfolk’s social media pages and their own Pinterest board.

The tool, which is developed by  Microsoft LUIS Natural Language Processing and Machine Learning technology, ‘reads’ skills found on the user’s uploaded CV and analyzes it to deliver a more expressive and assertive personal brand for the user.

Anna-Louise Gladwell, managing director at AnalogFolk and leader of the Bigup.Ai 2.0 development, commented that tool’s development is a response to many women in their leadership and work roles feeling ‘small’ due to failures of getting a new job, and hopes that the tool will aid such women to boost their professional image and their overall persona.

“COVID-19 has exacerbated a systemic social issue of female confidence, self-promotion and career advancement. So BigUp.AI is here to remind women of their value and help them find the words to express it,” Gladwell stated.

For Chris Ryan, managing partner at AnalogFolk Asia, the recent tool launch speaks about gender gap issues such as pay gap across Asia, and should be improved in every way possible.

“We feel that with more confidence and assertiveness, that picture can change in the months and years to come, starting with how women talk about themselves. AI is a powerful tool which can help to support this,” Ryan commented.

Created by an all-women team in the course of eight months, AnalogFolk’s newest AI tool launch coincides with the International Women’s Day 2020, and hopes to create more tools in the near future for women empowerment.