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www.insites-consulting.com

How we increased the value of the Diesel Pinterest pageThe art of research

October 2013

Sophie Van Neck | Senior Research Manager | InSites ConsultingM +32 472 418 640 | T +32 9 269 15 39 | E [email protected]

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Founded 1997 as a business school spin-off

Structure Fully independent, 7 managing

partners

Growth Average yearly growth +25%

Locations USA I ROM I UK I NL I BE

Team 125 passionate & talented people

Reach Global Consumer & Moderator

Network

Clients +35% of 2012 Best Global Brands

(Interbrand)

Awards ESOMAR I AMA I ARF I MRS I MOA I

AMMA

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Life Sciences & HealthcareAstraZeneca I Barco Healthcare I Baxter I Bayer Healthcare I Bristol-Myers Squibb I GSK I Janssen I Johnson & Johnson I Lilly I Merck Serono I Nutricia Advance Medical Nutricion I Pfizer I Roche I Sanofi Pasteur MSD I UCB

Media & EntertainmentBBC World I Bloomberg I Google I Kinepolis | LinkedIn I National Geographic I News International I RTL I SBS Broadcasting I Sony I Viacom Media Networks I VRT I VMMa I Stievie I Yahoo!

Financial ServicesABN AMRO I BNP Paribas Fortis I ING I MasterCard I PayPal I Rabobank I US Bank

FMCG / CPGAB InBev I Avon I Beiersdorf I Campbell Foods I Carlsberg I Chiquita I Coca-Cola I Danone/Dannon I Diageo I Ferrero I Givaudan I Heineken I Heinz I Kellogg’s I Kraft I McDonald’s I Nestlé I PepsiCo I Reckitt Benckiser I Sara Lee I Unilever

(international) clientsA snapchat of our

Technology & ServicesAirFrance KLM I AT&T I eBay Classified Group I IKEA I Panasonic | Philips | Skype | SkyTeam | The Phone House I TomTom I TUI | UPC | Vodafone Group Services

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We allow participants to ENGAGE with us

anytime, anywhere (online, mobile,

asynchronous methods…). We make it fun

for them to give more & better answers

(gamification, audio-visual cues, design…).

We empower them to be co-researchers

(crowd interpretation, co-moderation…).

OnlineGroupDiscussions

Consumer-ledEthnography

Research Communities

Social MediaListening & Netnography

1on1OnlineInterviews

DigitalSurveysEngage

METHODSFull portfolio digital

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We want tobring our clients

to the future first

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the most effective

consultants for any company

Consumers are

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Consumer Consultant

1.2.3.

Knowledge

Internal

ExternalLEVERAGE

LEVERAGE

LEVERAGE

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Knowledge LeverageWe engage consumers to think harder and better. We activate them to structurally collaborate with us and our clients to co-create the future of brands.

1.

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2.Internal LeverageWe drive ultimate consumer centricity by engaging employees and other stakeholders around the consumer. By bringing consumers inside organizations, we change people’s hearts, minds and actions and create internal alignment.

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3.External LeverageBy turning research into a unique consumer experience, we create a meaningful impact on your brand. Through deep engagement and collaboration with consumers, we drive positive brand conversations and ultimately growth.

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The art of researchHow we increased the value of the Diesel Pinterest page

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From marketing to people

to marketing through people

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How to increase the value of the

Diesel Pinterest page?

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That’s easy!

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#3 Conversion

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That’s easy!

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Challenge accepted

A hybrid methodology

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Social media listening

Social media netnography

Quantitative survey

A hybrid methodology

Automated visual analysis

Qualitative visual analysis

Visual based tasks

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Activation mapping

• Quantitative survey• n = 1222• Current followers of Diesel

Page, Pinterest users & Online target

• Profiling on socio demo’s, lifestyle and passion points

• Activation profile• Identification with the Pinterest

persona’s

%

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Knowledge leverage

The value of the current Pinterest page

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Huge fans...

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Knowledge leverage

What makes them tick

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Luxury brands

Impress people

Show my style

Fun in life

No status quo

Excitement

Trendy products

Branded

The current followers

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HIGH STREET

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MODEL MAINSTREAM

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Internal leverage

From insight to action

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A research art exhibition

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MODEL MAINSTREAM

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Exteral leverage

Did we have an impact?

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25

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Creating brand enthusiasts

51% Through our research

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Moving from reach

To relevance

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www.insites-consulting.comNew York I Timisoara I Ghent I Rotterdam I London

Evergemsesteenweg 195 I 9032 Ghent I Belgium

Thank you!

Sophie Van NeckSenior Research Manager

[email protected]

@sophievanneck

be.linkedin.com/in/sophievanneck

+32 472 41 86 40


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