Power of insights
Hi, I'm sarah and I'm going to talk to you today about how to use the power of pinterest insights to inform your marketing strategy so as you've hard pinterest is about the future it's, the world's largest focus group, and because of that we have a lot of insights that marketers are using to inform their strategies. So when we put all of these insights together, we can develop some really powerful insights that can inform your marketing strategy. We have data on the audience so exactly who is engaging with your brands content their vertical so what interests and topics they have and then the event so at what time of year is their interest peeking in a particular topic? And when you combine these, you can develop some really powerful insights along a few different dimensions messaging. So how you actually talk about your brand or your bread's content to resonate passed with consumers, positioning how you frame your product or position into your customer or the product itself? How you ac...
tually refine the product to best resonate with your target customer I'm going to take you through a few examples across three different verticals aways that brands have used our insights to inform their strategy, so we'll start with an example from the financial services vertical we've heard from many financial services companies that they'd like to engage with customers around the topic of budgeting and then, looking in our data, we found that budgeting is a huge interest on pinterest today we have over forty million pins related just to budgeting and many of these air related to the big life moments that people are planning while on pinterest getting married, having a baby, buying a house people are actively planning for these events in their future, and they're looking for money saving tips on how to get there. But one thing we found in looking at our insights is that many of the budgeting pins on pinterest are related to the every day little moments actually, over half of the budgeting pins on pinterest are related to things like saving for holiday gift giving or planning for back to school budgeting. And so we shared these insights with some of our financial services clients to inform the types of content that they're building on pinterest you can imagine that pins around helpful, everyday ways to save money would really resonate with an audience that's planning not just for the big life moments, but also for the everyday moments that come up in a family's life. The next example I'm going to take you through is one that really resonates with a retail audience. So we know that many retailers are planning for summer, they're planning their in store displays in a way that they hope will best resonate with people walking through the stores, and they we know that they want to reach millennials in particular. So one thing we've discovered and looking at our data is that millennials are twenty percent more likely to pin spicy content than other generations. They've grown up with more ethnic taste buds, and they're interested in more exciting recipes that tap into these various types of cuisine. We also found that shrimp is really popping as an interest among this audience, so we see millennials pending a lot of shrimp recipes, and these aren't necessarily main dishes like shrimp skewers or shrimp scampi, but also side dishes. So one of the most popular pins we saw over the past year was a shrimp avocado salad in preparation for summer. And so we shared this with some of our retailers, as they think about planning their in store displays for summer there's, an opportunity to do not just the standard and caps that feature burgers and hot dogs, but also a new american kind of spin that will resonate better with that millennial audience focusing on spicy or ethnic flavors and also shrimp, so this is another way of thinking about using pinterest insights to specifically inform your brands, positioning the final example I want to share with you comes from the cpg industry, and this is specifically the way that one brand use pinterest insights to actually drive awareness of a new product and bring something new to market so lay's way they wanted away to reach its target audience, which in this case with millennial women and also dr awareness of their new variety of chips the wavy chatter and so they built this strategy where they decided to create a cookbook where the recipes that are contained inside the cookbook are determined by what their audience on pinterest is finds most engaging so laces posted fifty pins to their lays wavy flavor fusion board and they've asked their penner's tio actually vote by liking the pin combination the flavor combinations that they like best each pin paris one of the brand's five flavors with popular food items and once fans like their favorite pairings lays plans to choose the twenty most popular combinations to feature in their cookbook created by top chef when our stephanie is art, this has been a great strategy where we've seen a brand tap into the power of pinterest insights drive awareness of a new product and also bring a new marketing strategy to market in the form of a cookbook, so these were just three examples of ways that brands have use pinterest insights to inform their messaging their positioning in their product strategy next up, we're going to share how exactly you confined these insights across the pinterest platform.