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Millennials are content addicted. While Pinterest is interesting to Moms, teenage girls are on WeHeartIt, a 30 million uniques social platform on which girls make content collections. They 'heart' aspirational imagery, mostly pictures with text overlays. Welcome to the 'Hearter's' safe and beautiful world where people can't comment but share and 'heart' all the time.
Citation preview
1 1 Confidential © 2014
8/4/14 8/4/14
We heart it presentation
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Agenda
§ The WeHeartIt scene § How does it work? § Some WeHeartIt inspiration and brand’s winning tactics § Top level recommendations for brands
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The WeHeartIt scene
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A big social network sharing brand’s content addicted target
• One eighth the size of Twitter. • 30 million monthly active users in the world. • 4.5 billion page views per month. • 70% are women. • 80% of users are under 25 y.o. versus 80% of
Pinterest users are over 24 y.o. Top tags are “girly” “friendship” “pastel” and “kitten”.
• More than 80% of We Heart It's traffic comes from mobile.
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WeHeartIt
Content discovery: suggestion-based, like on Amazon or
Dashboard: in between Twitter
(profile style), Tumblr (look and
feel), and Pinterest (content
organization).
Content gathering and engagement:
“heart”/”collection”/no comments, like
on Pinterest
User Experience: Single page scroll
like on Tumblr
A hybrid format it looks like tumblr, behaves like pinterest
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How does it work?
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The user flow a path to content engagement and advocacy
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A similar ecosystem to pinterest
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a two level content experience 1. Initial content discovery - Follow people - Top Tags - Dates (latest content) 2. Further organic discovery creates content engagement
- Each item of content links to its original source, driving further discovery and driving blogger/website engagement.
- Associated content and tags and suggestions (“You may like these too”) create content engagement, leveraging on the internet serendipity.
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Some WeHeartIt inspiration and brand’s winning tactics
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The platform offers different options for brands with a heavy content focus § Brands can use the WeHeartIt buttons
§ The Weheartit and Follow buttons on their website/blogs to allow people to “collect” the brands’ content, and follow them. They can also have a widget to iframe the WeHearIt content onto their owned platforms.
§ Brands can create their own profile page § Create content and contest (similar to Pinterest
content contest).
§ Brands can advertise on WeHeartIt § An ad on the Weheartit homepage. § Promoted content within the user feed
(dashboard) in a very native in stream format.
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Weheartit highlights its existing partners on a dedicated section of the website magazines, brands, social networks, targeting teens
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Teenvogue - 240K followers the WeHeartIt button on the brand’s website, to promote its weheartit presence
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Hollister co. - 42K followers the brand’s profile page to promote its content, and A summer theme contest § Hollister doubled its efforts with a WeHeartIt
homepage ad.
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candies- 47K followers the new in stream native ad format, to promote the brand’s content § Within the feed without, it doesn’t interrupt the
experience. § The content has a small “promoted”mention.
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Top level recommendations
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Next steps: what should brands do? § Create a page on the platform. § Place the buttons on the brand’s website. § Launch a content contest on the new page, to
leverage the UGC strength before there is a campaign need.
§ Iframe WeHeartIt into the brand’s website.
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