Pinterest Creative Brief
1.
What is our challenge?
a. Connecting different people who share interests, reveal the link
between individuals, increase traffic to site
2.
Who is the target audience?
i. Primarily women, 16-30 who are
looking for inspiration, to plan events, mark their interests and things they
like
1. 80% of pinners are women
2. varied income, races, and education
3. Trendsetters, creatives,
ii. Advertisers and marketers
because pinterest is become a great marketing for more targeted advertising
3.
What does the audience currently think about the brand or group?
1. some love it and some hate it
or don't understand it/its purpose
ii. those who love it, are avid
pinners and spread word of mouth about the company—they are brand ambassadors
iii. Drives more traffic than
Youtube, Reddit, Google+,
LinkedIn, and MySpace
iv. easily
the site allows women to connect with, share, and organize their aspirations.
4.
What would we like the target to think and feel?
a. the aim is to make the target feel more connected to people, to
foster friendships. We want the target to feel secure, welcome, and open on the
website—especially as they are sharing their likes on their page
5.
Which facts, evidence, or thoughts will assist in this change of
thinking? How can we support our proposition?
a. Planning events and keeping track of things you like online can be
a pain, which is why Pinterest is such a great idea. Pinterest cuts out the
party planner and allows the user to be in control. It is somewhat exclusive as
it is invite only.
b.
There will be a series of
youtube videos depicting how Pinterest helped these women do the following:
i. Design your wedding
ii. Define your style
iii. Save your inspiration
iv. Save your recipes
v. Plan a party
6.
What is the brand essence?
a. Pinterest’s brand essence emphasizes community and connections; it
is fun, interactive, and constantly growing both in pins and pinners
b. It is unlike any other social media site which is why it stands
out from the competition
7.
What is the key emotion that will build a relationship with the
core audience?
a. The key emotion that will build a relationship with the core
target is accomplishment and satisfaction. They are meant to feel comfortable
when pinning their likes and an additional sense of creative. Pinterest is
similar to a creative’s inspiration board.
8.
What media will best facilitate our goal?
a. Pinterest, Facebook, Twitter, Youtube, Blog, (Companies)
i. Each of these are strong social media outlets which work with the
campaign idea. The blog works wells because people can broadcast their steps
and how Pinterest has helped them. Youtube will be the main outlet and show the
best uses of Pinterest. Facebook and Twitter are obvious media for the goal
because they have a wide reach.
ii. Companies in the sense that they can post onto Pinterest to create
revenue
9.
What are the most critical elements? What is the budget?
a. The most critical elements are the videos, web ads. I also want to
include stickers at certain places—they would read “do you like this, pin it!”
and would have a scanner to find the item online and pin it to their page.
b. Additionally, I want come up with an smart phone application
connected to Pinterest.
c. For the budget, it would need to go towards ad placement and
creation, application development; otherwise the best thing about social media
is that is free. Most of the advertising will be word of mouth marketing. The
stickers will need a small budget as well as paying people to place them around
town.
10.What is the single most
important takeaway?
a. The single most important takeaway is that Pinterest can women
feel more satisfied by allowing them to pin their likes and inspiration as well
help them organize events.
11.What do we want the
audience to do?
a. We want the audience to use Pinterest in ways that best suit them
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