THE POWER OF VISUALS

DIESEL

FOR SUCCESSFUL MARKETING

MAARTEN LAGAE

SENIOR RESEARCH MANAGER

INSITES CONSULTING

@maartenlagae

@maartenlagae

@maartenlagae

@maartenlagae

INTERACTION DESIGN

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#INSTAFAX

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@maartenlagae

I AM ADDICTED

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@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

Achievableaspirations

Fit in

Mainstream brands

Traditional values

Trendy products

Safe trends

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CURRENT FOLLOWERS

Unique, not different

IMPRESSIONISTAS

@maartenlagae

ASPIRING FASHIONISTAS

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@maartenlagae

CHANGING DIESEL’S PINTEREST STRATEGY

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BEHIND THE SCENES

FASHION SHOWS

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TALENT SPOTTED

IN THEIR DAILY LIFE

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LOOKS & SKILLS

ACCESSIBLE

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BEYOND FASHION

+25% followers

+44% repins

IMPACT

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IMPACT

67% store visit

69% web shop

65% self identification

55% WOM

59% buying

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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