Let’s not even get into the writing, these books are huge. So popular that you might argue that it barely matters what marketing strategy the publishers undertake. With that freedom, it’s fun to see the phenomenon itself marketed via Pinterest with a board made up of 50 grey colour swatches, half linked to various editions of the books and half linked to other products inspired by the series for sale on Etsy or eBay. I should mention that the idea comes from New York agency ALLDAYEVERYDAY.
Some of these colour blocks have been repinned, so I can only imagine that people are buying into being part of the hype by that action. Sure, that’s my assumption, but the linked product is one click away and the colour swatch seems an unlikely object of desire.
Pinterest is a democratic beast though, and there is one particular pinner who has taken umbrage with a number of the swatches, claiming them to be not grey but black. He stole my heart a tiny bit by doing that.