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

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InSites on Stage
InSites on Stage

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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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 (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?
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 (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?
@maartenlagae
@maartenlagae SUBCULTURES & LIFESTYLES Indie Rock Punk Skaters Gamers Gothic Metal New hippies Rude bois Emo Hipsters Fashionistas Straight edge Geeks Towies
Luxury brands Impress people Show my style Fun in life No status quo Excitement Trendy products Brand Logos @maartenlagae CURRENT FOLLOWERS
Achievable aspirations Fit in Mainstream brands Traditional values Trendy products Safe trends @maartenlagae CURRENT FOLLOWERS Unique, not different
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 108 250

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