THE POWER OF VISUALS
DIESEL
FOR SUCCESSFUL MARKETING
MAARTEN LAGAE
SENIOR RESEARCH MANAGER
INSITES CONSULTING
@maartenlagae
@maartenlagae
@maartenlagae
@maartenlagae
INTERACTION DESIGN
@maartenlagae
#INSTAFAX
@maartenlagae
@maartenlagae
I AM ADDICTED
@maartenlagae
@maartenlagae
4 SHARING SUCCESS FACTORS
1. SMILE – makes me & others laugh
2. SURPRISE – unexpected twist
3. SUSPENSE (emo...
SOCIAL
VISUAL
BOOKMARKING
@maartenlagae
DIESEL
Read our interview with Renzo & Andrea Rosso at
www.howcoolbrandsstayhot.com
FOR SUCCESFUL LIVING
OBJECTIVES FOR DIESEL
FEMALE TARGET
BRAND ENGAGEMENT
INCREASE VALUE
HYBRID RESEARCH
Pinterest KPI Tracking
Pinterest Ethnography
Quantitative Survey
@maartenlagae
4 SHARING SUCCESS FACTORS
1. SMILE – makes me & others laugh
2. SURPRISE – unexpected twist
3. SUSPENSE (emo...
@maartenlagae
@maartenlagae
SUBCULTURES & LIFESTYLES
Indie Rock
Punk
Skaters
Gamers
Gothic
Metal
New hippies
Rude bois
Emo
Hipsters
Fash...
Luxury brands
Impress people
Show my style
Fun in life
No status quo
Excitement
Trendy products
Brand Logos
@maartenlagae
...
Achievable
aspirations
Fit in
Mainstream
brands
Traditional values
Trendy products
Safe trends
@maartenlagae
CURRENT FOLLO...
IMPRESSIONISTAS
@maartenlagae
ASPIRING FASHIONISTAS
@maartenlagae
@maartenlagae
CHANGING DIESEL’S PINTEREST STRATEGY
@maartenlagae
BEHIND THE SCENES
FASHION SHOWS
@maartenlagae
TALENT SPOTTED
IN THEIR DAILY LIFE
@maartenlagae
LOOKS & SKILLS
ACCESSIBLE
@maartenlagae
BEYOND FASHION
+25% followers
+44% repins
IMPACT
@maartenlagae
IMPACT
67% store visit
69% web shop
65% self identification
55% WOM
59% buying
@maartenlagae
WHAT’S NEXT?
WHAT’S NEXT?
@maartenlagae
CHANGING HAPPY HOUR?
Maarten Lagae
Senior Research Manager
InSites Consulting
@maartenlagae
maartenlagae
Maarten@insites-consulting.com
07817 1...
Using the power of images to maximize the impact of the DIESEL Pinterest page
Using the power of images to maximize the impact of the DIESEL Pinterest page
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Using the power of images to maximize the impact of the DIESEL Pinterest page

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Using the power of images to maximize the impact of the DIESEL Pinterest page, presented by Maarten Lagae (Senior Research Manager at InSites Consulting) at the Youth Marketing Strategy event on Wednesday March 26, 2014 in London (UK).

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Using the power of images to maximize the impact of the DIESEL Pinterest page

  1. 1. THE POWER OF VISUALS DIESEL FOR SUCCESSFUL MARKETING MAARTEN LAGAE SENIOR RESEARCH MANAGER INSITES CONSULTING
  2. 2. @maartenlagae
  3. 3. @maartenlagae
  4. 4. @maartenlagae
  5. 5. @maartenlagae INTERACTION DESIGN
  6. 6. @maartenlagae #INSTAFAX
  7. 7. @maartenlagae
  8. 8. @maartenlagae I AM ADDICTED
  9. 9. @maartenlagae
  10. 10. @maartenlagae 4 SHARING SUCCESS FACTORS 1. SMILE – makes me & others laugh 2. SURPRISE – unexpected twist 3. SUSPENSE (emotions) – if it affects you, it is more likely to affect others 4. SELF- ID – relatable – could it happen to me? Does it fit my lifestyle?
  11. 11. SOCIAL VISUAL BOOKMARKING
  12. 12. @maartenlagae DIESEL Read our interview with Renzo & Andrea Rosso at www.howcoolbrandsstayhot.com FOR SUCCESFUL LIVING
  13. 13. OBJECTIVES FOR DIESEL FEMALE TARGET BRAND ENGAGEMENT INCREASE VALUE
  14. 14. HYBRID RESEARCH Pinterest KPI Tracking Pinterest Ethnography Quantitative Survey
  15. 15. @maartenlagae 4 SHARING SUCCESS FACTORS 1. SMILE – makes me & others laugh 2. SURPRISE – unexpected twist 3. SUSPENSE (emotions) – if it affects you, it is more likely to affect others 4. SELF- ID – relatable – could it happen to me? Does it fit my lifestyle?
  16. 16. @maartenlagae
  17. 17. @maartenlagae SUBCULTURES & LIFESTYLES Indie Rock Punk Skaters Gamers Gothic Metal New hippies Rude bois Emo Hipsters Fashionistas Straight edge Geeks Towies
  18. 18. Luxury brands Impress people Show my style Fun in life No status quo Excitement Trendy products Brand Logos @maartenlagae CURRENT FOLLOWERS
  19. 19. Achievable aspirations Fit in Mainstream brands Traditional values Trendy products Safe trends @maartenlagae CURRENT FOLLOWERS Unique, not different
  20. 20. IMPRESSIONISTAS @maartenlagae
  21. 21. ASPIRING FASHIONISTAS @maartenlagae
  22. 22. @maartenlagae CHANGING DIESEL’S PINTEREST STRATEGY
  23. 23. @maartenlagae BEHIND THE SCENES FASHION SHOWS
  24. 24. @maartenlagae TALENT SPOTTED IN THEIR DAILY LIFE
  25. 25. @maartenlagae LOOKS & SKILLS ACCESSIBLE
  26. 26. @maartenlagae BEYOND FASHION
  27. 27. +25% followers +44% repins IMPACT
  28. 28. @maartenlagae IMPACT 67% store visit 69% web shop 65% self identification 55% WOM 59% buying
  29. 29. @maartenlagae WHAT’S NEXT?
  30. 30. WHAT’S NEXT?
  31. 31. @maartenlagae CHANGING HAPPY HOUR?
  32. 32. Maarten Lagae Senior Research Manager InSites Consulting @maartenlagae maartenlagae Maarten@insites-consulting.com 07817 108 250

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