Creating Innovative Brand Experiences_Pinterest_Kknight innovativebrandexperiences v5
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Kevin Knight, Head of Agency and Brand Strategy, Pinterest presents at 4A's Transformation 2015 as part of " Creating Innovative Brand Experiences on Social Media" in Austin, TX
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Creating Innovative Brand Experiences_Pinterest_Kknight innovativebrandexperiences v5
- 2. How brands become part of plans Kevin Knight & Dana Shank
- 3. Pinterest is about the future.
- 4. Pinning is a prelude.
- 5. Your most coveted audiences are planning the future. Life events Entertainment Fashion Travel Auto Health & Wellness Tech & Telco Food Finance Beauty
- 6. Your brand is welcome.
- 7. Your brand is essential.
- 8. Promote your brand …
- 9. …and learn from your consumers
- 10. Taking advantage of the word’s largest, most actionable focus group
- 11. How Kraft is doing it
- 13. 19.5MM Cross-platform monthly users PRINT +1MM quarterly paid subscribers VIDEO +8.1MM yearly views MOBILE +2.8MM monthly unique visitors WEB +6MM monthly unique visitors EMAIL +4.1MM opt-in weekly subscribers SOCIAL +4MM followers Brand = Publisher: #1 CPG Platform
- 14. think about your brand See how your consumers
- 16. 16
Editor's Notes
- NOTE: Take a moment to get a read of the room. Ask the audience how many people use Pinterest? If they do – proceed If they don’t – do the demo
- SCRIPT “Pinterest is about the future. It is the only platform whose vision is forward facing. It is not about sharing the past or reading about the present. It is about writing your own, personal narrative - where you want to take yourself. Influenced by those with similar goals, interests & needs.”
- SCRIPT: “Pinning is a prelude, showing us how Pinners are planning and organizing their lives. Every Pin is intentional, but more importantly, every Pin is a signal. From getting ready for a newborn to saving for a new smartphone, Pinners are raising their hands -- letting us know what they care about, what they will be doing, and what they will be buying.”
- SCRIPT: “As you can see, our pinners futures are broad & distinct. From marriage to a weekend movie. From buying a car to buying a new shampoo. From getting ready for retirement to saving for the next smartphone. Pinners are planning EVERY aspect of their future.” NOTE: Can be customized by client based on your vertical.
- SCRIPT: “For marketers, all this future planning sets Pinterest apart from other platforms. No where else are consumers as emphatically and authentically declaring their commercial intent. No where else are marketers as integral and organic to the experience.”
- SCRIPT: “Not only is your brand welcome, but it’s essential. 2/3 of all content on Pinterest is Pinned from brand sites. Without brands - without your brand - there is no Pinterest.”
- SCRIPT: “By promoting your brand you can tap into this mindset, reaching the right audience, with the right message at the right time.” NOTE: You can customize the Pin screen by client. Show the Pin in a feed view on mobile.
- SCRIPT: “Our pinners’ future orientation also allows you to learn more about your brand from them.” NOTE: You can customize the Pin screen and boards by client. The phone screen should be the Pin close-up view from the previous feed view. Show a variety of use cases when showing the boards.
- SCRIPT: “Taking advantage of what is in effect the world’s largest, most actionable focus group. Pinners are telling you the best way to message your brand - if it’s loved, enjoyed, relevant. They are showing you how to organize your products and services into their lives. They are planning how to use your product and if there is demand for you to bring them something new.” NOTE: Use the same boards used in the previous slide. Show a variety of use cases when showing the boards.