Live Pinning: A Real-time Source of Pinsperation

This past New York Fashion Week the brilliant and beloved Oscar de la Renta treated his cyber fans to the utmost industry V.I.P access. Cyber guests were treated via Pinterest to a real-time runway show viewing photos of his collection as it made its way down the runway. His team ‘live-pinned’ show preparation and backstage access to his branded account the evening before the event.

With Pinterest being the latest social media outlet du jur brands are now even more able to share their merchandise and have fans coveting items. Companies using this platform show their connection to all things social and increase their advertising potential. The consumer now becomes engaged on various levels and is left with a virtual take-away that they are able to refer when purchase desire kicks in.

This form of expression and lifestyle engagement would work perfectly for clients such as Holt Renfrew and Nissan. Holt Renfrew could use Pinterest to showcase their consumer’s lifestyle and have boards devoted to labels which they carry, updating them as shipments arrive and expressing their trend forecasts for each season. To make shopping fun and interactive they could even devote boards to various stages in a person’s life helping them to transition their wardrobe. Their biggest opportunity lies within the male consumer, Holt Renfrew could create Pinterest boards outlining the season’s must have items making their trip into the store that much easier and more pleasant. Men have hesitation when it comes to shopping and trying new looks, if they were to see an outfit or items laid out that fit their lifestyle purchasing would be that much easier.

With Nissan Pinterest could tell the story of the companies past and also highlight their present and future vehicles. Inspiration boards could be created for individual models showcasing their features and benefits. They could then help to target vehicles demographic by pinpointing the followers who share the images.

Using Pinterest as a social outlet is another way of giving your brand a voice. Companies are able to create moments and inspire their consumers, leaving them with a virtual take-away and references to items they would like to purchase. This sharing would help to increase purchase desire and help eliminate the guess work in finding that perfect item.


- Eric