Image pinning site Pinterest is the new darling in the social media world, and that means brands are trying to figure out how to use it to maximize exposure and ultimately, sales. While many brands already have their own boards on Pinterest, we just got word about a brand tagging (read: paying) a so-called "power pinner" to create boards for them.
Calypso St. Barth, purveyor of luxe beachwear, just announced a partnership with Christine Martinez (aka "Chrisem"), who has almost 1 million followers, making her the fourth most popular pinner on the site, according to Mashable. Calypso is claiming it's the first-ever collab of this kind with a Pinterest user, and Mashable concurs.
Martinez will be in St. Barth's from March 6-8 to "live pin" boards for the brand. According to a release:
Christine will act as brand ambassador, accompanying the Calypso team to St. Barth during the second week of March. There, she’ll draw inspiration for island-inspired pin boards that reflect the no-fuss approach to fashion and leisure the luxury brand is known for, and share this experience with her nearly one million followers on Pinterest.
And what can Calypso expect from all that exposure to Martinez's fan base? “Everything is measured so we can track referrers, traffic, and sales. It’s an example of efficient and qualified targeting at scale," a rep for Calypso's marketing agency told Mashable. Calypso's rep told us via email, "The inspiration for this concept and trip really grew out of the general lack of Power Pinners being celebrated for their increased visibility coupled with the ROI [return on investment] Calypso specifically is already seeing from Pinterest organically." So what that means is...businesses can start to use influential pinners to drive sales. Hopefully.
So is Pinterest the new Tumblr?
(Oh, and speaking of Pinterest, here's a shameless plug: Fashionista is on Pinterest, too! Follow us here. )