IMS 419 - Digital Branding
Spring 2023
This project focused on evaluating Pinterest’s brand identity, marketing strategies, and user engagement. Through a comprehensive study, I explored Pinterest's core values and unique positioning as a visual inspiration platform, analyzing its approach to market segmentation, user-generated content, and e-commerce integration. I also examined Pinterest's social media presence and email marketing practices, noting strengths such as high engagement and areas for improvement, including frequency management.
The analysis included a POEM (Paid, Owned, and Earned Media) framework to assess how Pinterest leverages each channel to grow its user base, as well as a competitive analysis with Facebook. Insights from social listening and app review feedback highlighted user satisfaction, while also uncovering areas for Pinterest to enhance its approach, such as implementing gamification for user engagement. This project provided valuable experience in assessing digital brand strategies and understanding user-centric marketing solutions.
