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Calypso St. Barth, a women’s fashion retailer, has chosen Christine Martinez – a Pinterest user with nearly 1 million followers – to “live pin” during a photo shoot for their summer 2012 look book. Martinez has already been pinning what she plans to pack for her trip to the St. Barth shoot on the brand’s Pinboards, and will continue to pinning there, as well as to her own throughout her stay. This is a great social media case study to explore areas where brand’s can continue to leverage Pinterest’s popularity and impact. Because Pinterest can drive significant traffic to a brand’s website, Calypso hopes to leverage Martinez’s influence in the social media space. Leslie Hall, ICED Media’s president, told Mashable, “Everything is measured so we can track referrers, traffic, and sales. It’s an example of efficient and quality marketing at scale.” Calypso seems to be the first fashion brand to leverage a powerful Pinterest user in their initiatives, but this is definitely a tactic that more and more brands will be picking up. What do you think? To read more, please see Mashable.

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