Kate Spade, the bag and apparel designer, recently launched a Pinterest account. Like a lot of brands, the company realizes that Pinterest is suddenly big, particularly with women, and driving a huge amount of traffic.
Rather than pin products that Kate Spade sells, the brand’s marketing department has been trying to operate the same way other Pinterest users do — by pinning inspiring or pretty pictures that happen to fit well with the brand (like this one of a young Mick Jagger).
Pinterest, therefore, has essentially become a public mood board for Kate Spade. (A mood board is a collage of related images that marketers often use internally while preparing campaigns or new design so that staff can see what the end product is supposed to “feel” like.)
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