Pinterest lets users organize and share visual content they find interesting online. It has experienced rapid growth, reaching 12 million users while still invite-only. The site connects people through shared interests shown by their pinned content. Key demographics and interests vary by country, with the US having a more female user base focused on art, fashion, and crafts. Many brands and organizations use Pinterest to curate inspiring content for their audiences related to travel, retail, home improvement, education, media, and other topics. Pinterest is currently mobile via an iPhone app with an Android version planned.

1. WHAT THE
FCK
IS PINTEREST
2012
James Collier
www.adzag.co
@James_Collier

2. What the fck is Pinterest?
Pinterest lets you organize and share all the
beautiful things you find on the web.
The Pinterest Mission
 Our goal is to connect everyone in the world through the 'things' they
find interesting. We think that a favorite book, toy, or recipe can
reveal a common link between two people. With millions of new pins
added every week, Pinterest is connecting people all over the world
based on shared tastes and interests.
source: www.pinterest.com

3. The anatomy of Pinterest
Brand/User
Profile
anatomy
Connections
Profile Image
Board
Follow all
Description
Brand assets
Pin
Activity
Stream Follow Board

4. Pinterest by the numbers
Pinterest has experienced ridiculous growth over the last 10
months reportedly reaching 12 million users while still
operating as invite only.
source: www.compete.com

5. Pinterest by the numbers
Key demographic usage varies by country
source: www.visu.ly

6. Pinterest by the numbers
Household income of users is far higher in the UK than the US
source: www.visu.ly

7. Pinterest by the numbers
Art, fashion and crafts are major drivers of participation in the
US where as the UK sees a much larger business (specifically
communication) layer. UK ad agency folk are probably getting
asked the same question we are hence the activity!
source: www.visu.ly

8. Pinterest by the numbers
The US has a far more female user base potentially driven by the art,
fashion and craft industry which are heavily present on Pinterest
source: www.visu.ly

9. Fashion Retailer : Gap
Gap
Content:
Look books, trends, style and
gift guides, Gap is curating a
space that provides fashion
inspiration beyond its own
retail empire.

10. Home Improvement : Lowe’s
Lowe’s
Content:
In the same vain as any
interior design or home
magazine the Lowes profile
covers room inspiration, craft,
family projects, gifts and
holidays.
The breadth of boards does a
great job of widening peoples
perspective on what Lowes
can offer every DIY’er.

11. Fashion Retailer : Nordstrom
Nordstrom
Content:
Nordstrom focused their
attention on key fashion
lines/trends such as coats,
shoes and 70’s while also
collating collateral and
content around their
communication properties
such as NY Fashion Week.

12. Travel : See Australia
See Australia
Content:
The best sights that Australia
has to offer shared by state,
city and attraction.

13. Travel : Travel Channel
Travel Channel
Content:
A diverse presence that pulls
in inspiration from all facets of
travel from destinations, trip
ideas, food, culture, fun and
even the often debated travel
bucket list.

14. FMCG : Chobani Yogurt
Chobani Yogurt
Content:
Aligned with Chobani’s
proposition of ‘Nothing but
good’ their Pinterest collates
only the very best and most
positive lifestyle content
supporting their brand and
image.

15. Telecoms : Telstra
Telstra
Content:
Positioned as a test in the
description Telstra are yet to
find a role for Pinterest with
little to no pins and only 4
boards.
An opportunity for Telstra
could be to talk about how
consumers can maximise their
mobile experience through
apps, accessories and new
technology.

16. Education : UCLA
UCLA
Content:
UCLA are using Pinterest to
share the story behind the
university and what life is like
on campus. Covering
traditions, history, alumni and
sports the content captures
the exciting life a prospective
student could have at UCLA.

17. Media : Time Magazine
Time Magazine
Content:
Focused almost exclusively on
Time Magazine content
Pinterest is being used to
drive traffic and exposure
across the publications
verticals as well and
aggregating historic moments
and events.

18. Armed Forces: US Army
US Army
Content:
All facets of the US Army from
Army chow and uniforms to
the heartwarming moments
when troops arrive home to
loved ones.
The content being curated
goes a long way toward
humanising the American
armed forces.

19. Pinterest is mobile to
iPhone only at present with an Android app planned. Apps core
feature set is built around browsing, liking and repining content

20. James Collier
blogs @ www.adzag.co
tweets @ James_Collier
is now pinning @ JamezCollier