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WHAT THE
FCK
IS PINTEREST
2012
                 James Collier
                www.adzag.co
               @James_Collier
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
The anatomy of Pinterest
Brand/User
                                           Profile
                                           anatomy
Connections

Profile Image
                                           Board
Follow all


Description

Brand assets
                                           Pin


Activity
Stream                                     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
Pinterest by the numbers




                      Key demographic usage varies by country



source: www.visu.ly
Pinterest by the numbers




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



source: www.visu.ly
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
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
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

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What the fck is Pinterest

  • 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