1. InSites Consulting conducted research to increase engagement on Diesel's Pinterest page. They used a hybrid methodology including social listening, netnography, surveys, and visual analysis. 2. The research found that while Diesel had many fans on Pinterest, few were advocates for the brand. Followers were interested in luxury brands, style, and excitement but saw Diesel as more "high street." 3. InSites leveraged these insights by creating a research exhibition styled like an art gallery. This helped change followers' hearts, minds, and actions, creating more brand enthusiasts. As a result, Pinterest followers, likes, and store visits all increased substantially.

1. www.insites-consulting.com
How we increased the value of the
Diesel Pinterest page
The art of research
October 2013
Sophie Van Neck | Senior Research Manager | InSites Consulting
M +32 472 418 640 | T +32 9 269 15 39 | E sophie@insites.eu

3. Founded 1997 as a business school spin-off
Structure Fully independent, 7 managing partners
Growth Average yearly growth +25%
Locations USA I ROM I UK I NL I BE
Team 125 passionate & talented people
Reach Global Consumer & Moderator Network
Clients +35% of 2012 Best Global Brands (Interbrand)
Awards ESOMAR I AMA I ARF I MRS I MOA I AMMA

4. Life Sciences & Healthcare
AstraZeneca I Barco Healthcare I Baxter I Bayer Healthcare I Bristol-Myers Squibb I GSK I Janssen I Johnson &
Johnson I Lilly I Merck Serono I Nutricia Advance Medical Nutricion I Pfizer I Roche I Sanofi Pasteur MSD I UCB
Media & Entertainment
BBC World I Bloomberg I Google I Kinepolis | LinkedIn I National Geographic I News International I RTL I
SBS Broadcasting I Sony I Viacom Media Networks I VRT I VMMa I Stievie I Yahoo!
Financial Services
ABN AMRO I BNP Paribas Fortis I ING I MasterCard I PayPal I Rabobank I US Bank
FMCG / CPG
AB InBev I Avon I Beiersdorf I Campbell Foods I Carlsberg I Chiquita I Coca-Cola I Danone/Dannon I Diageo I
Ferrero I Givaudan I Heineken I Heinz I Kellogg’s I Kraft I McDonald’s I Nestlé I PepsiCo I Reckitt Benckiser I
Sara Lee I Unilever
(international) clients
Technology & Services
AirFrance KLM I AT&T I eBay Classified Group I IKEA I Panasonic | Philips | Skype | SkyTeam | The Phone
House I TomTom I TUI | UPC | Vodafone Group Services

5. We allow participants to ENGAGE with us
anytime, anywhere (online, mobile,
asynchronous methods…). We make it fun
for them to give more & better answers
(gamification, audio-visual cues, design…).
We empower them to be co-researchers
(crowd interpretation, co-moderation…).
Online
Group
Discussions
Consumer-led
Ethnography
Research
Communities
Social Media
Listening &
Netnography
1on1
Online
Interviews
Digital
Surveys
Engage
METHODS

6. We want to
bring our clients
to the future first

7. the most effective
consultants for
any company
Consumers are

8. Consumer Consultant
1.
2.
3.
Knowledge
Internal
External
LEVERAGE
LEVERAGE
LEVERAGE

9. Knowledge Leverage
We engage consumers to think
harder and better. We activate
them to structurally collaborate
with us and our clients to co-
create the future of brands.
1.

10. 2.
Internal Leverage
We drive ultimate consumer
centricity by engaging employees
and other stakeholders around
the consumer. By bringing
consumers inside organizations, we
change people’s hearts, minds and
actions and create internal
alignment.

11. 3.
External Leverage
By turning research into a unique
consumer experience, we create
a meaningful impact on your
brand. Through deep
engagement and collaboration
with consumers, we drive
positive brand conversations and
ultimately growth.

12. 12
12
The art of research
How we increased the value of the Diesel Pinterest page

13. From marketing to people
to marketing through people

14. How to increase the value of the
Diesel Pinterest page?

15. That’s easy!

16. # 1 Brand Identification

17. #2 Brand advocacy

18. #3 Conversion

19. That’s easy!

20. Challenge accepted
A hybrid methodology

21. Social media
listening
Social media
netnography
Quantitative
survey
A hybrid methodology
Automated visual
analysis
Qualitative visual
analysis
Visual based tasks

22. Social media
listening
• Behavioural
measures
• # followers
• #pin & repins
• # likes
• # comments
• Top content

23. Home maker
Social media
netnography
• Clustering
Pinterest content
into online
persona’s
• Applying principles
of visual
ethnography

24. 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
%

25. Knowledge leverage
The value of the current Pinterest page

26. Huge fans...

27. But no advocates on Pinterest
3277
5657
followers
7125

28. Knowledge leverage
What makes them tick

30. Luxury brands
Impress people
Show my style
Fun in life
No status quo
Excitement
Trendy products
Branded
The current followers

31. HIGH STREET

32. MODEL MAINSTREAM

33. Internal leverage
From insight to action

34. A research art exhibition

35. MODEL MAINSTREAM

37. Exteral leverage
Did we have an impact?

38. 25

39. 71% knowledge
65% identification
67% store visit
69% website
59% buying
Changing the heart, minds & actions

40. Creating brand enthusiasts
51%
Through our research

41. +41%
+44%
55% wom

42. Moving from reach
To relevance

43. www.insites-consulting.com
New York I Timisoara I Ghent I Rotterdam I London
Evergemsesteenweg 195 I 9032 Ghent I Belgium
Thank you!
Sophie Van Neck
Senior Research Manager
Sophie@insites-consulting.com
@sophievanneck
be.linkedin.com/in/sophievanneck
+32 472 41 86 40

44. Meet us in one of our 5 offices
Connect on LinkedIn
Become friends on Facebook
Download free content on Slideshare
Read corporate InSites Consulting blog
Read ‘Conversation Management’ blog
Read ‘How Cool Brands Stay Hot’ blog
Join our ‘Smartees’ events
www.insites-consulting.com
Stay tuned!