Offering solutions that promote a positive impact on people’s lives, caring for their well-being and emotions, through inspiring and welcoming environments, is among what the Deca and Portinari brands, which are part of Dexco, propose. Therefore, brands seek, with their products, to materialize consumers’ trends and desires, so that they can experience their environments to the fullest.
As part of their marketing strategy, which gains more strength each year in the digital environment, brands are now investing in a partnership with Pinterest to further reinforce the messages they want to convey to consumers. The choice was a campaign based on the “Full body” trend, from the latest Pinterest Predicts, a report from the platform that analyzes research carried out with more than 498 million people globally, to present the trends that will guide people’s consumption and behavior during the year.
The “Full body” trend is linked to moments of self-care with the body, worthy of a spa, to include in the routine, well-being and moments of relaxation, a connection that Deca and Portinari seek to offer their consumers through their products that transform the environment into a self-care space. According to the research, one of the fastest growing topics was “body care routine”, with an increase of 1,025% within the platform’s searches, followed by “personal care”, with 845%.
Marina Crocomo, Director of Marketing and Design at Dexco, explains that the partnership comes to reinforce the experiences that Deca and Portinari want to promote to people. “The trend identified by Pinterest is perfect to reinforce our Living Environments promise. “Full Body” is linked to moments of body care, well-being and spa and relaxation environments. Exactly what brands want to provide consumers when they use Deca products and decorate their environments with Portinari coverings.” Thus, as more than half of users see Pinterest as a place to look for ideas and make purchases, the platform is a great ally for the almost half a billion people who access it every month, discovering the connection they seek at every moment.
For Deca, the campaign focuses on the details and differences of the products, with the aim of reinforcing its versatile portfolio that makes the environment a place of fulfillment. Self-care routines gain more space and, in this scenario, the brand’s solutions are in tune with Pinterest insights that talk about the search for sensory moments. And consumers can be inspired and look for products that meet these desires, in the exclusive Pinterest boards created by the brand, which present suggestions for environments with their products that are completely in line with the trend and are actively used in the moment of self-care. Are they; the Flex Shower, the Slim Basins and the Deca You metal line.
Portinari presents new releases of ceramic tiles, which aim to create welcoming environments that can transform routine into a space of well-being. With Color Connection, a system developed by the brand with a tonal scale concept – from light to earthy tones, it facilitates the harmonization of all its products, enabling the creation of truly relaxing environments. Check out the news:
– Bone White: Because it contains all wavelengths, white is associated with the divine, angels and the idea of eternity and paradise, calming human minds.
– Soft Rose: This nuance symbolizes a delicate strength, proposing charm, delicacy and optimism.
– Natural Honey: An integral part of yellow and because it has a large amount of light in its formation, it projects the idea of lightness and friendship.
– Calming Blue: As it is associated with the sky and the sea, lighter tones can awaken a thoughtful mood and a desire for kindness and darker tones bring efficiency and reliability.
– Warm Gray: As it is the only neutral color, gray can awaken the desire for change and transformation.
– Fresh Green: Being in the center of the visible spectrum, this color does not require adjustments and can represent the perfect balance.
– Urban Brown: Due to its naturalness, brown awakens a feeling of comfort and security in people.
– Essential Black: Psychologically, by absorbing all wavelengths, this color can provide a feeling of protection or even courage.
“The campaign in partnership with Dexco seeks to inspire millions of people to transform their homes into welcoming environments. Pinterest users look for inspiration and often have clear intentions for purchasing decisions, so we want them to find exactly what they want on the platform”, says Rogério Nicolai, Pinterest Business Director for Brazil. The start of the campaign was an activation in a physical environment, during Expo Revestir, the largest finishing and coatings fair in Latin America. A PIN was applied at Cidade Dexco – the brands’ exhibition space at the event – and QR Codes with trend stamps on the main products directed visitors to Pinterest boards, directly aligned with the brands’ territory. The brands will also carry out a Brand Lift survey to assess how much the campaign contributed to the objectives of each brand.
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