Fashion blogger Christine Martinez, the fourth most-followed Pinterest user in the world, has been busy packing for an island adventure and documenting on a Pinboard what she’s stuffing into her travel bags.
But Martinez isn’t pinning to any of the 41 Pinboards on her profile, which nearly 1 million users follow. She’s posting on a board created on fashion label Calypso St. Barth’s page.
Calypso is flying Martinez from California to St. Barth, a french island in the Caribbean, this week to “live pin” a photo shoot for the label’s 2012 summer look book. Pinterest can drive significant traffic to retailers’ websites, and Calypso looks to capitalize on that behavior by piggybacking on Martinez’s success on the social network to attract more attention to its boards and website.
Martinez, known as Chrisem on Pinterest, blogs about fashion, dogs and fashion for dogs on her Miles to Style site. She has established her personality on Pinterest as feminine and bright. Her boards, compared to other most-followed users‘ boards, are noticeably more infused with pink.
“The reason this program is primed for success is because Christine is an actual Calypso shopper and her boards embody the Calypso aesthetic,” ICED Media‘s Leslie Hall, president of the digital marketing agency representing Calypso, told Mashable on Monday. “Everything is measured so we can track referrers, traffic, and sales. It’s an example of efficient and qualified targeting at scale.”
Hall devised the Pinterest initiative for Calypso after discovering increases in traffic and revenue referrals from Pinterest in the past six months.
Martinez will spend March 7-8 in St. Barth, pinning items to Calypso’s “Packing for St. Barth” board and creating new Pinboards on her own profile. She says the opportunity fits well with her love for color and beautiful things.
Other fashion brands on Pinterest include Ann Taylor, Bergdorf Goodman, Club Monaco, Kate Spade New York, Rent the Runway and Warby Parker, among others. However, Calypso appears to be the first brand to leverage a power user on Pinterest in a “live pin” manner.
Source: Mashable
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