Download - 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!
#3 Conversion
That’s easy!
Challenge accepted
A hybrid methodology
Social media
listening
• Behavioural
measures
• # followers
• #pin & repins
• # likes
• # comments
• Top content
Home maker
Social media
netnography
• Clustering
Pinterest content
into online
persona’s
• Applying principles
of visual
ethnography
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
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
Creating brand enthusiasts
51% Through our research
+41%
+44%
55% wom
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