Snapshot: Pinterest

UNDERSTAND TODAY. SHAPE TOMORROW. 1
SNAPSHOT: PINTEREST
A collection of business development, brand building and customer experience signs
& cases that relate to Pinterest.
LHBS// SNAPSHOT: PINTEREST

UNDERSTAND TODAY. SHAPE TOMORROW.
Discover
ABOUT
LHBS. Define Develop Deliver
We are an unconventional strategy firm that helps clients to
better understand today and successfully shape tomorrow. LHBS
has extensive experience & expertise in business development,
brand building and customer experience. The firm works across all
major industries for clients from the FT Global 500, German
Mittelstand and fast growing startups.
http://www.lhbs.com
ABOUT

INSPIRATION
-HUB
INSPIRATION-HUB
3
The Best Of Series and signs featured in each of the Snapshots is
powered by the LHBS Inspiration-Hub.
The LHBS Inspiration-Hub is a digital platform that brings
customized insights and inspiration to the heart of your
organization. It is a digital platform that tracks changes in people,
markets and technology.
https://inspiration-hub.com/

SUMMARY
But it seems that customers are not only keenly interacting with the
platform, but they seem to trust what they ﬁnd there— with over 86%
stating that they trust the pins from “everyday experts” on Pinterest,
indicating the commercial potential.
Pinterest is answering these needs by constantly innovating to meet the
challenges of the modern audience. The recent introduction of “buy
buttons” will allow consumers to purchase items directly from the pins,
increasing Pinterest’s commercial power and opening up possibilities for
brands.
With the growing opportunities, many brands also start using Pinterest as
a distribution channel for their communication— encouraging users to
participate and express their creativity or designing campaigns and
organising contents and events with the help of the platform. Pinterest
also offers various possibilities on deeper collaboration with other brands
— which allows to aggregate the insight or data pool together and beneﬁt
both of the companies.
Pinterest has gained a large user base in the past years as it has
transformed itself into a visual search giant where customers are able to
spot, access and save millions of products— and recently also purchase
them.
SUMMARYLHBS// SNAPSHOT: PINTEREST

IMPLICATION
Pinterest is moving beyond a
search engine into a huge
commerce platform.
Brands can no longer ignore the potential of Pinterest and treat it as a “nice to have”. The
platform is essential when trying to target women and it offers untapped cooperation
possibilities that extend the reach and potential of the brands.
IMPLICATIONLHBS// SNAPSHOT: PINTEREST

CONTENT.
Platform Innovation
CHAPTERTWO
Communication
CHAPTERTHREE
Consumer Insights
CHAPTERONE
CONTENT
Cooperation
CHAPTERFOUR

REPORT TITLE // IMPLICATIONS.
CONSUMER
INSIGHTS
Who is on
Pinterest and
what content are
they interested
in following?
CONSUMER INSIGHTSLHBS// SNAPSHOT: PINTEREST

40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW. 8Source:
Venture Beat
100 million Pinterest
users globally

40 %
60 %
15 %
85 %
eMarketer
85%
Percentage of total
Pinterest users
that are female.

40 %
60 %
Cision
83 percent of active users prefer to follow a brand
than a notable celebrity.
73 percent of active users prefer to follow a
beauty brand than a notable makeup artist.
70 percent of active users prefer to follow a hair
care brand rather than a notable hair stylist.

PLATFORM
INNO-
VATION
Which
innovations is
Pinterest
introducing on
their own
platform?
PLATFORM INNOVATIONLHBS// SNAPSHOT: PINTEREST

CHAPTER
TITLE
Instant "Buy Buttons"
With an instant “buy button,” Google, Pinterest, Facebook and
Twitter plan on turning social networks into shopping malls.
People browsing their feed on Facebook or dresses on Pinterest will not
only be able to discover new products but also to purchase them
immediately. However, there are certain challenges that stand in the way
of convincing searchers into buyers. Firstly these are technical issues
retailing to inventory, product catalogues and order management, as well
as embedding different payments systems. This matters, as the buy links
would not come solely from the retailers like Amazon or ASOS, but also
small boutiques that may have no big experience with selling outside of
their websites. Secondly, the social media giants will have to convince the
retailers that they will not steal the relationship with consumers— a
move that would deem the retailers secondary and make them just
warehousing and shipping partners.
Explore Sign
PLATFORM INNOVATIONLHBS// SNAPSHOT: PINTEREST

COMMUNI-
CATION
Examples of how
brands are
effectively using
Pinterest in their
communication
strategy.
COMMUNICATIONLHBS// SNAPSHOT: PINTEREST

CHAPTER
TITLE
Urban Decay and Coachella
Festival
Urban Decay has created a Pinterest contest where participants
could create their own board with Coachella festival looks that
inspire them. The prize for the best ones were festival tickets.
The competition required the followers to create a pinboard called
‘Electric Festival Style with UD’ then pin the looks they would wear at
this year’s music festivals. They must also follow Urban Decay on
Pinterest and submit their email address via an online entry form.Being a
viral theme in its own, the campaign was able to drive a lot of trafﬁc to the
website as well the brand’s Pinterest board. The brand has almost
50,000 Pinterest followers so its an excellent forum on which to host the
competition and it has already received hundreds of entries, which
makes it a data capture success if nothing else.
Explore Sign

CHAPTER
TITLE
Kotex Uses Pinterest to Send
out ‘Goodie Bags’
Kotex has created a clever and creative campaign through the use of
Pinterest.
The firm targeted 50 influential Pinterest users, understanding what
they pinned as interesting to them. Then the agency created customized
gift boxes filled with goodies and new Kotex designs that related to their
interests and delivered them straight to the women’s doors. According
to the video, the campaign was a tremendous success as the women
shared details of their gifts to their Pinterest followers, resulting in
almost 700,000 total impressions.
Explore Sign

CHAPTER
TITLE
'Turn It Up' by L'Oreal
L'Oreal has used Pinterest & Facebook to create hair color tribes for
the launch of their 'Turn it Up' campaign.
The campaign encouraged a friendly competition among women of
different hair colors - women had to 'tribe-up' according to their hair
colors and try to ﬁnd their hair personality. The campaign wouldn't be the
same without brand ambassadors that were responsible for starting
conversations about hair colors through their own channels and blogs
and encourage fans to continue the conversation on L'Oreal's Facebook
and Pinterest. The content on Facebook & Pinterest included input from
beauty bloggers that were encouraged to create 'Turn it Up' inspiration
boards and looks. Facebook's additional content integrated discussions
from beauty bloggers that pointed to what their hair color means to
them, color documentation through 28 washes, a cover photo tool that
helped to express color identity as well as tools to create posters and
wallpapers, coupons, offers & contests, shade guide and product tutorials
complemented by 'before and after' photo gallery.
Explore Sign

CO-
OPERATION
How Pinterest
partners with
other brands &
uses combined
insights
together.
COOPERATIONLHBS// SNAPSHOT: PINTEREST

CHAPTER
TITLE
Retailer Recommends Clothes
Based on Pinterest Activity
Topshop has teamed up with Pinterest in order to create a
personalized e-commerce experience that is based on the pins of
consumers.
The "Pinterest Palette” analyzes the colours over all of the pinned images
and based on these colours, recommends Topshop items that the user
may be interested in. In the recent months, Pinterest has been ramping
up the efforts to monetize the site, ﬁrstly announcing the "buy buttons"
and then introducing Pinterest Developers Platform that is open for
partnerships with brands.
Explore Sign

CHAPTER
TITLE
Pinterest Users Design An
Apartment In Real Time
CB2 harnesses the design sensibilities of the Pinterest community,
led by five Pinterest influencers.
Home décor chain CB2, the more urban and youthful division of Crate &
Barrel, wanted to turn aspirational online home design daydreams into
reality with APT CB2, a five-day event in which five popular designers
decorate one real-world apartment using furniture from the CB2
catalogue with the real-time input from the Pinterest community.
Starting on May 7, each designer will have one day to transform one
room in a vacant NYC apartment into a fully realized space, the progress
of which will be shared over Pinterest and through a campaign microsite.
Throughout the day, people can vote on a design choice an hour--for
instance which chair or lamp or sofa to place in the space--all with the
promise of winning $5,000 to spend at CB2 for their own dream
apartment.
Explore Sign

CHAPTER
TITLE
VICE The Business of Life
VICE News has teamed up with Pinterest and Bank of America to
launch a show to make complicated money matters more transparent
to young people.
The show will bring together writers, thinkers, policy experts, and
scholars to break down the facts and figures that shape our world.
Pinterest’s insights department Pinsight Labs which has offered an
analytical look at the financial topics that millennials are interested in and
Vice supported the cooperation with their video platform. The topics
include student debt, immigration and money, the cost of war, why artists
don't make money, and other financial topics that appeal to millennials.
This fresh perspective will be spread via Pinterest.
Explore Sign

Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der  
LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung,  
die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet.
LHBS Consulting Berlin GmbH
Köpenicker Straße 154
10997 Berlin Germany
IMPRINT
www.lhbs.com
THANK YOU
21

Snapshot: Pinterest

More Related Content

What's hot

Viewers also liked

Similar to Snapshot: Pinterest

More from LHBS

Recently uploaded

Snapshot: Pinterest