“Be interesting, be enthusiastic… and don’t talk too much.”
Norman Vincent Peale
This smart quote neatly sums up Pinterest: show me something interesting, be enthusiastic, use images to tell a story.
So, Pinterest is a great tool for brands, blah blah blah, lots of users blah blah blah, repin and engage blah blah, and so on and so forth, we all know the story. Still, it looks like the majority of brands still struggle with it, and often use it in a rather unexciting way.
At the end of the day, the secret is in the name: it’s called PINTEREST for a reason, right?
First of all, we would like to remind you that Loewe is a luxury fashion house owned by the LVMH Group, not a Lebanese restaurant on Holloway Road.
Moreover, as we said elsewhere, their marketing moves sound a bit weird, sometimes.
We are now ready to dissect the brand’s Pinterest account; easy, as the whole point is: what is interesting, fascinating, entertaining, enamouring, alluring, catchy, enchanting, in a brand whose boards on Pinterest are called:
Loewe Winter 2013 Looks, Loewe Made To Order Collection 2013, I Loewe Madrid / Barcelona, Loewe ‘Leo’ Bag: 7 Bloggers, 7 Colours, 7 Days, Loewe Spring Summer 2013 Campaign, Loewe Spring Summer 2013, Loewe ‘Paseo’ Bag, Loewe Fragrances, Loewe Heritage, Loewe Leather Expertise, Loewe ‘Amazona’ Bag, Loewe ‘Flamenco’ Bag, Loewe ‘Oro’, Loewe Gift Season 2012, Loewe Fragrances Dreamlike Sensations, Loewe ‘Granada’ Bag, Loewe Autumn Winter 2012 Campaign, Loewe Best Hands of Spain: The Espadrilles.
It sounds like a six-syllabled Sanskrit mantra particularly associated with the four-armed Shadakshari form of Avalokiteshvara, isn’t it?
Apart from three boards – the one with the nice illustrations, the one called “Loewe ‘Leo’ Bag: 7 Bloggers, 7 Colours, 7 Days” and the rather cool one featuring photos of real people making real things with real hands – the rest is frankly dull, boring, soulless and rather abnormally self-centred.
Leighton Koizumi: GOOD
This is for the ones who said Pinterest is for yummy mummies with too much time on their hands.
Who’s Leighton Koizumi? He’s a legend, the Pope of garage rock, the Emperor of dirty punk, the Diego Velázquez of Easy Listening For The Underachiever.
More info here, anyway: http://en.wikipedia.org/wiki/The_Morlocks
Here’s a picture of the Man himself. Not quite the pinner you’d expect, right?
Well, the guy’s account is simply great: inspiring, cool, and, more importantly, he knows how to build narrative through images. Koizumi’s Pinterest is telling a story whose main characters are a crying Nina Simone, a Skipper Alan Hale in a Roman Orgy, Iggy Pop becoming Iggy Pope, The Primates, Bela Lugosi, Orson Welles, vintage Playmates, William Seward Burroughs II, The smallest man in the world dancing with his cat, MIERDA, freaks that come out at night, Batman riding an elephant, politically incorrect and armed monks, a mythological creature half-Mickey Mouse half-Lenin, Kate Moss and Sophia Loren.
A few boards, with a clear name; you choose where you want to get lost, you open the board, and, hey presto, you are floating in space, surfing the waves of Nuestra Señora de la Psychedelia.
What do you think?