WHAT THE

FCK

IS PINTEREST

James Collier www.adzag.co

@James_Collier

2012

What the fck is Pinterest?

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.

Pinterest lets you organize and share all the beautiful things you find on the web.

source: www.pinterest.com

The anatomy of Pinterest

Brand/User

Connections

Profile Image

Follow all

Description

Brand assets

Activity Stream

Profile anatomy

Board

Pin

Follow Board

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

Key demographic usage varies by country

Pinterest by the numbers

source: www.visu.ly

Household income of users is far higher in the UK than the US

Pinterest by the numbers

source: www.visu.ly

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!

Pinterest by the numbers

source: www.visu.ly

The US has a far more female user base potentially driven by the art, fashion and craft industry which are heavily present on Pinterest

Pinterest by the numbers

source: www.visu.ly

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.

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.

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.

Travel : See Australia

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

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.

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.

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.

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.

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.

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.

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

James Collier

blogs @ www.adzag.co

tweets @ James_Collier

is now pinning @ JamezCollier