The Greatest Gift from Xfinity: Pinterest Holiday Experience

Client: Comcast Xfinity

In 2020, the usual holiday gifts just did not seem like enough. People were looking for something more meaningful to lift their spirits. Performics turned to Pinterest as the medium by which families could share and experience the greatest gifts of the season, togetherness, and engage with Xfinity. 

Consumer insights led to our strategic idea to create a Visual Search experience for Xfinity. Visual Search is not new, but is reaching an inflection point with consumers. Visual Search capabilities now integrate with Search Engines and Social Media platforms. In order to create more engaging Performance Marketing experiences for our clients, Performics conducted primary consumer research, in partnership with Northwestern University Medill School, on consumer attitudes to Visual Search results vs. traditional text results (survey of 1000 U.S. consumers). Younger consumers are frequenting Visual Search platforms like Pinterest, and they rely more on imagery than older consumers. We found that many consumers prefer images to text while shopping, especially in highly-visual product categories. According to this research, 36% of consumers have conducted a Visual Search. 59% of consumers think that visual information is more important than textual information; and 59% said they like visual search because it’s easier to find what they want through images. 

Visual information is helpful throughout the Consumer Decision Journey, including in the Awareness phase when consumers are “learning about different options and ideas” and “browsing category/product information.” 

These new consumer behaviors set the stage for Performics to showcase Xfinity’s services in an innovative way on Pinterest.