Ads and accessibility: Purina case
2025-02-05
We’ve all seen the buzz around inclusivity, and for good reason: more and more, people are demanding that brands not only look out for their needs but actively make their products and marketing accessible to everyone. This isn’t just about doing the “right” thing (though that’s a big part of it). It’s about opening up your brand to new audiences and creating marketing that resonates with people of all abilities. Accessibility isn’t just a checkbox—it's a creative opportunity waiting to be explored!
Take Purina’s recent announcement, for example. The pet food giant is launching a major accessibility push in UK with its Bakers brand, and it’s setting a new standard for how companies can think about their packaging and advertising.
Starting in 2025, all Bakers packaging will include NaviLens technology—a simple but innovative feature that allows people with sight loss to access crucial product information with their smartphones. This tech is a game-changer, allowing customers to scan a code from up to 3 meters away, get nutritional info, allergy details, and even personalized feeding guides—all read aloud in their language of choice.
The app will then help pet owners with sight loss navigate to Bakers products on shelf, including guiding them to the correct food based on preferences they’ve already set up in the app, such as life stage, lifestyle or preferred Bakers sub-ranges.
Shoppers will also be able to access feeding guidelines for their pet and can choose to hear more detailed product information including the ingredients, allergen and recycling information. All the information provided through NaviLens will be read aloud in the pet owner’s phone's language of choice, or they can choose to view it on their device, using accessibility tools.
It's free to use; customers only need to download the NaviLens or NaviLens GO apps, which are compatible with all smartphones. (Purina Article, 2024).
For marketers, this is a powerful move. It’s not just about offering a new product feature, but about creating an entirely new way to interact with your audience. So, how can you take inspiration from this and start building more accessible marketing campaigns? Let’s dive into some ideas!
1. Start with Empathy: Understand Your Audience’s Needs
Creating accessibility ideas for marketing starts with understanding the different ways people experience your product, service, or brand. For example, Purina didn’t just add NaviLens codes to their packaging because it was cool—they took the time to understand the needs of blind and partially sighted dog owners. They realized that feeding time is a cherished moment between pets and their owners, and it’s important that these owners can make informed decisions about what they’re buying for their pets.
This is where empathy comes in. Step into the shoes (or paws!) of your customer and think about their user experience. What barriers might they face when interacting with your product? Is there a way you can make it easier for them to navigate the shopping experience or engage with your content? And once you understand those needs, you can get creative in how you address them.
2. Think Beyond the Usual Tools: Get Creative with Tech
In today’s digital world, accessibility isn’t limited to just making your website screen-reader friendly (though that’s still incredibly important!). As the Bakers example shows, new technologies like NaviLens are opening up exciting possibilities for innovation. Imagine using technologies like augmented reality or voice assistants to help people access information in ways that make sense for them. Or how about creating interactive ads that adapt based on the user's needs, whether it’s captions, sign language options, or text-to-speech features?
3. Empower Your Audience Through Personalization
Personalization is a hot topic in marketing, but accessibility gives it a whole new layer of meaning. In Purina’s case, the NaviLens app doesn’t just tell you what’s in the product—it helps users navigate based on their specific preferences (life stage, lifestyle, allergies, etc.). This personalized experience is incredibly valuable to blind and partially sighted dog owners, but it’s a smart move for any brand. By making sure your audience can get tailored, relevant information at their fingertips, you create a more inclusive and memorable experience.
Think about how you can make your campaigns more personalized for different groups—whether it’s offering a range of content formats, adjusting the messaging for different needs, or using technology to streamline the experience.
4. Partner with Experts and Communities
One of the key reasons why Purina’s accessibility push works so well is the collaboration with the RNIB (Royal National Institute of Blind People). When you’re working to make your campaigns more accessible, consider reaching out to organizations, communities or marketing agencies like Digi-Clicks that specialize in this space. They can help ensure your initiatives are genuinely helpful. Plus, you’ll get invaluable feedback on what works (and what doesn’t).
Partnering with the right groups also gives you a deeper understanding of your audience and shows a genuine commitment to inclusivity.
Final Thoughts: Accessibility is a Win-Win for Everyone
Ultimately, accessible advertising isn’t just good for the people who need it—it’s good for your business, too. Creating campaigns that are accessible can help you reach a wider audience, build stronger connections with your customers, and enhance your brand’s reputation as one that cares. Plus, it can lead to exciting, new ways to engage with people that you might not have thought of before.
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November: news from Twitter, Instagram, YouTube, Amazon and Taylor Swift (Yes, Taylor)
2022-12-02
This was the month of big changes in social media platforms. With the arrival of "Elon Musk's Twitter", a new opportunity opened up to create a similar site but dedicated exclusively to connecting Swiftties, i.e. Taylor Swift fans; and with new features on YouTube and Instagram, brands must adapt to stay relevant.
"Elon Musk's Twitter": a new era
At the beginning of November we were told about the billionaire's purchase of Twitter, and now, at the end of the month, not very favorable changes have been announced for the platform, its users and brands.
Among the most relevant news we have:
- The massive layoffs of employees and resignations of entire teams as they disagreed with Musk's policy to work "high intensity" shifts, which led to a temporary closure of the offices.
- The implementation of "Twitter Blue", to verify official accounts for a price of $8, resulted in huge losses for global brands such as Nintendo, as users decided to clone their accounts and pay to make them official, boycotting them on the platform.
- Omnicom, the big advertising platform, recommended its clients stop the ads of this new “Elon Musk Twitter” because his changes mean a high risk for the brand's reputation. Musk, called himself a "free speech absolutist" and this may affect the social media network's content moderation.
*Actual tweet from Musk, where it is assumed he is referencing the rumored Twitter crash.
Shopping on YouTube "Shorts"
In the YouTube short videos section, it will be possible for users to make purchases of products by 2023. Thus, a 45% commission will be paid to a select group of video creators based in the United States who sell products and in countries such as India, Brazil, Canada, USA and Australia, the feature is already being tested so that users can make purchases.
New Instagram features
Have you always wanted to be able to schedule your posts on Instagram? Now it's possible. Although this is a feature that already exists on several social media platforms and other sites such as Hootsuite, Mosseri, the head of Instagram, has announced that it is now available to do so directly from the platform, allowing Instagram Business Accounts to schedule content up to 75 days in advance.
There is also the arrival of the tool to add music to posts of just 1 photo, something that was only possible in Reels and Stories. While it is not available to all users, the feature will be below the options to tag people and add locations.
*Mosseri, head of Instagram, announced the platform's new tools.
SwiftSpace: the social network for Swifties
It's no secret the power of Taylor Swift. With her new album, she reached the top 10 on the Billboard chart, something that almost no other artist has been able to achieve; and now she is hitting the social media platforms with SwiftSpace, where fans can meet, chat and even arrange a date at the artist's next concert.
This app has already reached the #25 spot in the Social Media category of the App Store and is #13 in Spain.
This shows us that it has responded to a clear need of its followers that was probably discovered thanks to
a UX research.
Amazon Clinic: Amazon's online healthcare consulting services
The eCommerce brand's new bet is to offer medical consultations for minor ailments such as acne, conjunctivitis, migraines and hair loss. This is not Amazon's first approach to the medical category, as it also has Amazon Pharmacy, a company dedicated to the sale of medicines.
Want to learn more about how these developments can affect or improve your brand? Contact us and we will be happy to answer your questions.
Create Personas and Consumer Journeys to improve your business
2022-12-02
All the answers you need to design the perfect product or service are in the Personas and their consumer journey. Read on to find out how you can get inside the minds of your users to deliver a great experience.
Once you understand that by putting yourself in people's shoes you can understand what they are really looking for, you open up a world of opportunities to develop better strategies to reach them and make them feel satisfied with the products you offer them.
The first step: you need to create a Buyer Persona
A buyer persona, or simply Persona, is a profile you create of your ideal user based on the data you have gathered.
What should this Persona have?
1. A name and a face. Although it is a fictitious character created from customer information, giving it a name and a photo allows your team and your potential partners to recognize it more easily.
2. Their needs and goals. Analyze what they want to achieve in the short, long, or medium term and what they need to do it.
3. Their inspiration. We all have motivations to reach a goal. Here you must understand what they are passionate about and the barriers or feelings that prevent them from getting there.
4. Demographic information. This is the most analytical data about your Persona: age, where they live, their purchasing power and even how comfortable they are using digital tools.
5. Their lifestyle. What is a normal day in the life of your consumer like? what is their job? what are their hobbies? are they married, or single, do they have kids? do they like sports or music?
6. Their purchases. Analyze how often they make purchases, from which channel (in stores or online) and if possible, the amount of money they spend on them.
With a defined Buyer Persona, you can now develop a Consumer Journey
You already know what your ideal customer is like, now you need to know each step they take when deciding to buy a product. This is what is represented in the consumer journey.
What are the stages of the consumer journey?
1. Awareness. This stage is when a person "activates" a need, but does not know how to act to satisfy it. Like when you are hungry, but you don't yet know what you want to eat. It is useful for your brand to recognize what your user's need is, when it appears and what stimulates it.
2. Consideration. Your customer already knows what options he has to respond to the need he has because he has seen or heard some suggestions. People are exposed to advertising digitally, in the streets or with people's comments. This is how they learn about the options they have. Your mission is to be present in the channels they consume so that they also consider your brand among the alternatives.
3. Decision. Once the person gathers the necessary information about the options they have and prioritizes the ones that best meet their needs, that is when they decide to take action. If they are a potential customer, they will seek more information about your brand, contact you or attend one of your events.
4. Purchase. After carefully analyzing your brand, the user is convinced that you are the ideal option and decides to make the purchase. This step is vital because it is not only about a sale, but about the whole user experience: ease, speed, customer service, proximity and payment options, among many other factors.
5. Retention. After the purchase, the user defines whether he had a good or bad experience with your product or service.
A satisfied customer is a customer who is likely to buy your products again. That is why you need to follow up with a satisfaction survey to know how he/she interacted with your product and if he/she had any inconvenience after the purchase to react quickly.
Summary: These are the reasons why you should include a Persona and Consumer Journey in your strategy:
- It allows you to reach more potential customers. If you already know where people are looking for you and what needs they have, it will be easy for you to identify actions to reach them.
- Optimize your marketing plan. By knowing what stage the user is in, you can invest in solving their doubts in the channels they are looking for information.
- Improve the user experience. By doing the satisfaction survey or using one of our services people can help you identify what you can improve in the purchase and post-sale process.
December: news about AI, new features of your apps and recent UX-based ideas.
2022-12-02
This year is coming to an end, but tech innovations do not stop. Artificial intelligence was the great protagonist this month and will surely continue to be the talk of 2023, because although it represents great advances for brands, mobile apps and user experience, several people in the industry are protesting because it poses a risk to many positions that currently exist.
Lensa, the mobile app that makes portraits with AI
The app from developer Prisma Lab became a trend among millions of users for its feature to develop portraits based on users' photos for free. It is said to have generated more than 22.2 million downloads and nearly $29 million in charges for its premium features.
So far, it sounds pretty appealing. However, it sparked an outcry from millions of illustrators and game developers who disagree with the "AI-generated images" and claim that you can't call it art by comparing the amount of time and effort they put into each image vs. the immediacy of one generated by the app. Many of them fear that this is the future of the industry and the farewell to their job.
*Examples of portraits made with AI taken from Lensa's official Instagram account, versus the protest image designers have posted on social media and major design platforms.
Amazon works to eliminate barcodes
Jeff Bezos, the founder of Amazon is working on his own with Artificial Intelligence to innovate a more streamlined payment system without barcodes, which could result in faster shipments and happier customers.
This new system analyzes data from product photos, stores product dimensions, features, packaging text and more to create a unique identifier for each product. It is currently being tested and improved at Amazon's logistics centers in Barcelona and Hamburg.
Its ultimate goal is to reduce the handling of products by employees to save time, replacing them with robotic arms that are more accurate and better suited for AI to recognize each package.
Skype now translates video calls in real time
The new technology provided by artificial intelligence goes beyond mobile apps, it can also be used for voice assistants and smart cameras to enhance the user experience. This is what Skype's new TruVoice feature will demonstrate.
TruVoice allows video callers to communicate in the same language in real time and what's even more amazing is that it does it using the same voice of the person who is speaking. How? Thanks to speech recognition and language processing.
It is currently available to translate English, Spanish, French, German and Chinese; for group video calls and for phone calls.
*Conversation via Skype where two men test the new real-time translation feature in Spanish.
Instagram notes and more new features in the mobile app
In the latest update of the social media appeared the "notes", a function similar to Stories lasting only 24 hours, but these are to "share your thoughts" in a format of just text and emojis. They are visible at the top of the direct messages section and only allow a maximum of 60 characters.
To generate more interaction, Instagram is testing a function similar to what the app " BeReal '' does, where users will be asked to take a picture of their front and back camera of their phone. In addition, it will put a "pass it on" sticker so that when uploading a Storie you can nominate one of your friends to take a Storie on the same topic and thus follow a chain.
*The change from Google Data Studio to Looker Studio, reflected in its logo.
It is impossible to stop innovation and more and more brands are betting on artificial intelligence, but do you think this poses a risk to current positions in the advertising and technology industry? Tell us in the comments.