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.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]