This is the full slidedeck of our 'Just Missed ESOMAR' Smartees Webinar. In this presentation, two case studies of the ESOMAR General Congress are presented: the one of DIESEL about how they increased the value of their Pinterest page and the one of PepsiCo Turkey about how they (re)connected the Ruffles brand with Generation Y. Presentation by Annelies Verhaeghe (Head of Research Innovation, InSites Consulting) and Joeri Van den Bergh (Managing Partner & Co-founder InSites Consulting and author of the book 'How Cool Brands Stay Hot.)

1. Just Missed ESOMAR
Smartees Webinar
This is the full slidedeck of our ‘Just
Missed ESOMAR’ Smartees
Webinar. In this presentation, two
case studies of the ESOMAR
General Congress are presented:
the one of DIESEL about how they
increased the value of their Pinterest
page and the one of PepsiCo Turkey
about how they (re)connected the
Ruffles brand with Generation Y.

2. Annelies Verhaeghe
The art of research
How DIESEL increased the value of their Pinterest page

3. 3
3
The art of research
How we increased the value of the Diesel Pinterest page
By Annelies Verhaeghe, Head of research Innovation, InSites Consulting

4. From marketing to people
to marketing through people

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

6. That’s easy!

7. # 1 Brand Identification

8. #2 Brand advocacy

9. #3 Conversion

10. That’s easy!

11. Challenge accepted
A hybrid methodology

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

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

14. 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
%

15. Knowledge leverage
The value of the current Pinterest page

16. Huge fans...

17. But no advocates on Pinterest
3277
5657
followers
7125

18. Knowledge leverage
What makes them tick

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

21. HIGH STREET

22. MODEL MAINSTREAM

23. Internal leverage
From insight to action

24. MODEL MAINSTREAM

26. External leverage
Did we have an impact?

27. 25

28. 71% knowledge
65% identification
67% store visit
69% website
59% buying
Changing the heart, minds & actions

29. Creating brand enthusiasts
51%
Through our research

30. +41%
+44%
55% wom

31. Moving from reach
To relevance

32. Joeri Van den Bergh
Think Big and Connect to the Max
How PepsiCo (re)connected the Ruffles brand with Gen Y

65. Hot
Takeaways

66. No need
to brief the
agency

67. No need
to brief the
agency
Clear
changes in brand
positioning

68. No need
to brief the
agency
Clear
changes in brand
positioning
Relevant
refinement to the
Max campaign

70. Joeri Van den Bergh InSites Consulting
Erkan Balkan PepsiCo Turkey
@Joeri_InSites

71. Annelies
Verhaeghe
Joeri
Van den Bergh
+32 9 269 14 06 +32 496 23 29 19
annelies@insites-consulting.com joeri@insites-consulting.com