We Heart It!
A Place for Teens to Call Their Own!
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! ! ! Brand Audit!
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Ashley Rieflin
IMC 613
Final Project
July 21st, 2014
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Ashley Rieflin
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Page 1 of 38
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Executive Summary!!
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This brand audit was conducted at an interesting time in We Heart It’s history. The brand,
which has been around since 2008, has just now, in the past year, begun to expand itself from a
small and private social media site to a site that can compete with Pinterest.
The most interesting aspects of We Heart It are the ways that the website has strived to
differentiate itself from any other social media website. It is a bully-free website that does not
allow commenting. It also does not allow the posting of any disturbing images that depict
violence or self-hatred. It is devoted to sharing only positive, inspiring images.
This bully-free approach has made the website popular among teenagers. 80% of its users
are below the age of twenty-four. These demographics have helped We Heart It create a unique
niche for itself, focusing on the lifestyle of the modern young person.
We Heart It has only now begun to accept investor money. They are also slowly starting
to exploit their ability to connect with young people by opening their website up to advertisers
and partners. Companies featured by We Heart It are carefully selected to appeal to We Heart It’s
specific user-base.
As of right now, there has not been much data compiled on the overall consumer
perception of We Heart It and how it compares to similar websites such as Pinterest, an image
sharing website that We Heart It predates, but which is more popular due to investor funding.
There is potential...