Just Missed ESOMAR Smartees Webinar

Just Missed ESOMAR

Smartees Webinar

This is the full slidedeck of our ‘Just

Missed ESOMAR’ Smartees

Webinar. In this presentation, two

case studies of the ESOMAR

General Congress are presented:

the one of DIESEL about how they

increased the value of their Pinterest

page and the one of PepsiCo Turkey

about how they (re)connected the

Ruffles brand with Generation Y.

Annelies Verhaeghe

The art of research

How DIESEL increased the value of their Pinterest page

3 3

The art of research How we increased the value of the Diesel Pinterest page By Annelies Verhaeghe, Head of research Innovation, InSites Consulting

From marketing to people

to marketing through people

How to increase the value of the

Diesel Pinterest page?

That’s easy!

# 1 Brand Identification

http://www.google.be/url?sa=i&rct=j&q=brand+love&source=images&cd=&cad=rja&docid=v5U8qBY4DEKYRM&tbnid=MDXQ-YKR3jm9ZM:&ved=0CAUQjRw&url=http://khlim2-1112-evenement-01.sycro.com/love-brand-event&ei=0sjEUa_eD8bG0QXC5oGAAg&bvm=bv.48293060,d.ZG4&psig=AFQjCNG9OIWHbNZ1cwtNYqWskHP5lcy4QQ&ust=1371937350894894

#2 Brand advocacy

http://www.google.be/url?sa=i&rct=j&q=brand+advocate&source=images&cd=&cad=rja&docid=rNyX-ZzGhRwj_M&tbnid=3C1MaqIbjEy_EM:&ved=0CAUQjRw&url=http://jimmarous.blogspot.com/2011/05/brand-advocates-should-be-cultivated.html&ei=PcnEUcTsHYKd0AWWqoH4Ag&psig=AFQjCNFZRW6HvlAvtlb3HM4s2xgl6TIRqg&ust=1371937452924280

#3 Conversion

That’s easy!

Challenge accepted

A hybrid methodology

Social media

listening

• Behavioural

measures

• # followers

• #pin & repins

• # likes

• # comments

• Top content

http://www.google.com/url?sa=i&rct=j&q=pinterest&source=images&cd=&cad=rja&docid=HRvS3L_AgNTx0M&tbnid=KQNrHLnCIi7Y8M:&ved=0CAUQjRw&url=http://problog.weddingwire.com/index.php/tag/pinterest/&ei=LD9cUfraK5SB7QaejoDIBg&bvm=bv.44697112,d.ZG4&psig=AFQjCNEuwiKCQapns4cnr1WOgkiVA5C7TA&ust=1365086378089981

Home maker

Social media

netnography

• Clustering

Pinterest content

into online

persona’s

• Applying principles

of visual

ethnography

http://www.google.com/url?sa=i&rct=j&q=pinterest&source=images&cd=&cad=rja&docid=HRvS3L_AgNTx0M&tbnid=KQNrHLnCIi7Y8M:&ved=0CAUQjRw&url=http://problog.weddingwire.com/index.php/tag/pinterest/&ei=LD9cUfraK5SB7QaejoDIBg&bvm=bv.44697112,d.ZG4&psig=AFQjCNEuwiKCQapns4cnr1WOgkiVA5C7TA&ust=1365086378089981

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

%

Knowledge leverage

The value of the current Pinterest page

Huge fans...

But no advocates on Pinterest

3277

5657 followers

7125

http://www.google.be/url?sa=i&rct=j&q=like+icon+heart&source=images&cd=&cad=rja&docid=INZGEf6KJSm8ZM&tbnid=Vka4X2D3xIZLaM:&ved=0CAUQjRw&url=http://www.excalibur-nw.com/forum/topic/18693-glossy-heart-icon/&ei=ayVdUZjkOobJhAeQpIGoCA&bvm=bv.44770516,d.ZG4&psig=AFQjCNF-kkwX-4I3R58YzqF51bVqon-tUQ&ust=1365145317718492

http://www.google.be/url?sa=i&rct=j&q=pinning+icon&source=images&cd=&cad=rja&docid=3hSiE_Rw3JVV4M&tbnid=8cFw9xASORupPM:&ved=0CAUQjRw&url=http://afmarcom.com/2012/03/04/pinterest-and-copyright-explained-in-plain-talk-part-one-the-difference-between-pinning-and-uploading/&ei=5yRdUbzfLcHIhAeJ4oHAAg&bvm=bv.44770516,d.ZG4&psig=AFQjCNGG4DWilTRNZTR6zz7AGlh2WVQyLQ&ust=1365145181434057

Knowledge leverage

What makes them tick

Luxury brands

Impress people

Show my style

Fun in life

No status quo

Excitement

Trendy products

Branded

The current followers

HIGH STREET

MODEL MAINSTREAM

Internal leverage

From insight to action

MODEL MAINSTREAM

External leverage

Did we have an impact?

25

71% knowledge

65% identification

67% store visit

69% website 59% buying

Changing the heart, minds & actions

http://www.google.com/url?sa=i&rct=j&q=person+shadow+computer&source=images&cd=&cad=rja&docid=oIKW1Q-GgYO5UM&tbnid=lBNnLQtSLBvVdM:&ved=0CAUQjRw&url=http://us.ebid.net/for-sale/10-x-girl-lady-woman-laptop-computer-silhouette-die-cuts-quality-black-card-80661542.htm&ei=ey5dUfqzKKaM7QasyoGYBA&bvm=bv.44770516,d.ZG4&psig=AFQjCNE5V6O6gBOsl5gbb5TKeRukMiBhUA&ust=1365147563362093

http://www.google.com/url?sa=i&rct=j&q=brain+icon&source=images&cd=&cad=rja&docid=F4T5E7Bfa1I0mM&tbnid=X6TKilcGSJ-LtM:&ved=0CAUQjRw&url=http://www.123rf.com/photo_3124471_vector-brain-icon-black-and-white-simply-change.html&ei=jD5dUZLiNIqm0AXc74GIDA&bvm=bv.44770516,d.ZG4&psig=AFQjCNEvTR0J8TVhUwHW6tpnZ346T7YN5w&ust=1365151752926836

Creating brand enthusiasts

51% Through our research

+41%

+44%

55% wom

http://www.google.be/url?sa=i&rct=j&q=pinning+icon&source=images&cd=&cad=rja&docid=3hSiE_Rw3JVV4M&tbnid=8cFw9xASORupPM:&ved=0CAUQjRw&url=http://afmarcom.com/2012/03/04/pinterest-and-copyright-explained-in-plain-talk-part-one-the-difference-between-pinning-and-uploading/&ei=5yRdUbzfLcHIhAeJ4oHAAg&bvm=bv.44770516,d.ZG4&psig=AFQjCNGG4DWilTRNZTR6zz7AGlh2WVQyLQ&ust=1365145181434057

Moving from reach

To relevance

Joeri Van den Bergh

Think Big and Connect to the Max

How PepsiCo (re)connected the Ruffles brand with Gen Y

Hot

Takeaways

No need

to brief the

agency

No need

to brief the

agency

Clear

changes in brand

positioning

No need

to brief the

agency

Clear

changes in brand

positioning

Relevant

refinement to the

Max campaign

Joeri Van den Bergh InSites Consulting

Erkan Balkan PepsiCo Turkey

@Joeri_InSites

Annelies Verhaeghe

Joeri Van den Bergh

+32 9 269 14 06 +32 496 23 29 19

annelies@insites-consulting.com joeri@insites-consulting.com

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