Just Missed ESOMAR Smartees Webinar

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Just Missed ESOMAR Smartees Webinar

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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......

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.)

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