Just Missed ESOMAR Smartees Webinar

634 views
569 views

Published on

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. Presentation by Annelies Verhaeghe (Head of Research Innovation, InSites Consulting) and Joeri Van den Bergh (Managing Partner & Co-founder InSites Consulting and author of the book 'How Cool Brands Stay Hot.)

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
634
On SlideShare
0
From Embeds
0
Number of Embeds
144
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Just Missed ESOMAR Smartees Webinar

  1. 1. 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.
  2. 2. Annelies Verhaeghe The art of research How DIESEL increased the value of their Pinterest page
  3. 3. 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
  4. 4. From marketing to people to marketing through people
  5. 5. How to increase the value of the Diesel Pinterest page?
  6. 6. That’s easy!
  7. 7. # 1 Brand Identification
  8. 8. #2 Brand advocacy
  9. 9. #3 Conversion
  10. 10. That’s easy!
  11. 11. Challenge accepted A hybrid methodology
  12. 12. Social media listening • Behavioural measures • # followers • #pin & repins • # likes • # comments • Top content
  13. 13. Home maker Social media netnography • Clustering Pinterest content into online persona’s • Applying principles of visual ethnography
  14. 14. 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 %
  15. 15. Knowledge leverage The value of the current Pinterest page
  16. 16. Huge fans...
  17. 17. But no advocates on Pinterest 3277 5657 followers 7125
  18. 18. Knowledge leverage What makes them tick
  19. 19. Luxury brands Impress people Show my style Fun in life No status quo Excitement Trendy products Branded The current followers
  20. 20. HIGH STREET
  21. 21. MODEL MAINSTREAM
  22. 22. Internal leverage From insight to action
  23. 23. MODEL MAINSTREAM
  24. 24. External leverage Did we have an impact?
  25. 25. 25
  26. 26. 71% knowledge 65% identification 67% store visit 69% website 59% buying Changing the heart, minds & actions
  27. 27. Creating brand enthusiasts 51% Through our research
  28. 28. +41% +44% 55% wom
  29. 29. Moving from reach To relevance
  30. 30. Joeri Van den Bergh Think Big and Connect to the Max How PepsiCo (re)connected the Ruffles brand with Gen Y
  31. 31. Hot Takeaways
  32. 32. No need to brief the agency
  33. 33. No need to brief the agency Clear changes in brand positioning
  34. 34. No need to brief the agency Clear changes in brand positioning Relevant refinement to the Max campaign
  35. 35. Joeri Van den Bergh InSites Consulting Erkan Balkan PepsiCo Turkey @Joeri_InSites
  36. 36. Annelies Verhaeghe Joeri Van den Bergh +32 9 269 14 06 +32 496 23 29 19 annelies@insites-consulting.com joeri@insites-consulting.com

×