using the power of images to maximize the impact of the diesel pinterest page
DESCRIPTION
Using the power of images to maximize the impact of the DIESEL Pinterest page, presented by Maarten Lagae (Senior Research Manager at InSites Consulting) at the Youth Marketing Strategy event on Wednesday March 26, 2014 in London (UK).TRANSCRIPT
THE POWER OF VISUALS
DIESEL
FOR SUCCESSFUL MARKETING
MAARTEN LAGAE
SENIOR RESEARCH MANAGER
INSITES CONSULTING
@maartenlagae
@maartenlagae
@maartenlagae
@maartenlagae
INTERACTION DESIGN
@maartenlagae
#INSTAFAX
@maartenlagae
@maartenlagae
I AM ADDICTED
@maartenlagae
@maartenlagae
4 SHARING SUCCESS FACTORS
1. SMILE – makes me & others laugh
2. SURPRISE – unexpected twist
3. SUSPENSE (emotions) – if it affects you, it is
more likely to affect others
4. SELF- ID – relatable – could it happen to me?
Does it fit my lifestyle?
SOCIAL
VISUAL
BOOKMARKING
@maartenlagae
DIESEL
Read our interview with Renzo & Andrea Rosso at
www.howcoolbrandsstayhot.com
FOR SUCCESFUL LIVING
OBJECTIVES FOR DIESEL
FEMALE TARGET
BRAND ENGAGEMENT
INCREASE VALUE
HYBRID RESEARCH
Pinterest KPI Tracking
Pinterest Ethnography
Quantitative Survey
@maartenlagae
4 SHARING SUCCESS FACTORS
1. SMILE – makes me & others laugh
2. SURPRISE – unexpected twist
3. SUSPENSE (emotions) – if it affects you, it is
more likely to affect others
4. SELF- ID – relatable – could it happen to me?
Does it fit my lifestyle?
@maartenlagae
@maartenlagae
SUBCULTURES & LIFESTYLES
Indie Rock
Punk
Skaters
Gamers
Gothic
Metal
New hippies
Rude bois
Emo
Hipsters
Fashionistas
Straight edge
Geeks
Towies
Luxury brands
Impress people
Show my style
Fun in life
No status quo
Excitement
Trendy products
Brand Logos
@maartenlagae
CURRENT FOLLOWERS
Achievableaspirations
Fit in
Mainstream brands
Traditional values
Trendy products
Safe trends
@maartenlagae
CURRENT FOLLOWERS
Unique, not different
IMPRESSIONISTAS
@maartenlagae
ASPIRING FASHIONISTAS
@maartenlagae
@maartenlagae
CHANGING DIESEL’S PINTEREST STRATEGY
@maartenlagae
BEHIND THE SCENES
FASHION SHOWS
@maartenlagae
TALENT SPOTTED
IN THEIR DAILY LIFE
@maartenlagae
LOOKS & SKILLS
ACCESSIBLE
@maartenlagae
BEYOND FASHION
+25% followers
+44% repins
IMPACT
@maartenlagae
IMPACT
67% store visit
69% web shop
65% self identification
55% WOM
59% buying
@maartenlagae
WHAT’S NEXT?
WHAT’S NEXT?
@maartenlagae
CHANGING HAPPY HOUR?
Maarten Lagae
Senior Research Manager
InSites Consulting
@maartenlagae
maartenlagae
07817 108 250