When Michaela Brockstedt, former vice president of marketing for Westfield Group, discovered a correlation between the demographic of Westfield patrons and Pinterest users, she had an ‘Aha’moment.
“Instead of taking something traditional and making it digital, we decided we would flip the equation and take something digital and make it analog.”
At yesterday’s ADMA Global Forum Brockstedt and Cory Surovek, manager of common area design for Westfield Group presented ‘Pinterest Unplugged’ where the two discussed the the success of the redevelopment of Westfield’s University Town Centre (UTC) shopping complex in San Diego which incorporated a free standing, interactive, Pinterest wall.
“Westfield is redefining what it means to shop…it’s paying close attention not only to what you buy, but to the experience you have when you’re buying,” explained Brockstedt.
The facelift encompassed the idea of “resort as retail” which aimed to provide a luxurious experience for Westfield shoppers.
When Brockstedt quoted research that showed Pinterest users and Westfield shoppers were predominantly female and fell within a similar age and socio-economic bracket. The research also revealed that Westfield shoppers loved Pinterest which Surovek said “was an added bonus”.
“We realised that if we wanted to be talking to our core customer and our core potential customer, she was certainly using Pinterest,” explained Brockstedt.
In a bid to convene potential Westfield customers, Brockstedt led a team of designers, architects and creatives to build and integrate a full-standing, real-life, Pinterest wall as part of the complex development.
In figuring out how to incorporate luxury into the shopper’s experience, Brockstedt wanted to a way to engage customers, involve digital and have a fun, interactive space which improved the patrons’experience.
The life cycle of the Pinterest Unplugged project was about six weeks. “When she first told me the time frame and budget ($US8,500), I thought she was crazy,” said Surovek.
Brockstedt was able to negotiate a larger budget by telling her superiors the installation could be dismantled and re-located to other Westfield centres. The final cost for Pinterest Unplugged was $US48,000.
The installation reached more than just the UTC Westfield patrons thanks to articles written by Mashable and others, which garnered more than four million impressions.
“Advertising is very expensive in San Diego, so being able to get so much coverage and having people do segments for our local news in front of it was just fantastic,” said Brockstedt.
“Shoppers would take selfies and share them on social media,” she added, which contributed to the project achieving scale.
The Pinterest wall was a hit. “People who did love Pinterest got really excited because it was real, you could touch it, there was something that made it human,” said Brockstedt.
Brockstedt has since set up her own branding agency, Brandsavvy.buzz where she applies insights from the Pinterest Unplugged experience.
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.