Pinterest's comms-led coffee collaboration
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Emma Chamberlain for her coffee collaboration with Pinterest. Photo: Courtesy of Chamberlain Coffee
Pinterest just brewed up one of its biggest creator collaborations yet — and it was born out of the communications team, not brand partnerships.
Why it matters: Communication and marketing teams are known to butt heads over creator partnerships, with one side focused on pushing the boundaries for cultural relevance and the other mitigating risk.
- Yes, but: Pinterest's recent partnership with longtime "pinner" Emma Chamberlain and Chamberlain Coffee is a case study in what happens when a communications team leans into cultural alignment, trend-spotting and multi-layered corporate storytelling.
Catch up quick: Over the past five years, Pinterest's comms team quietly tracked every time Chamberlain mentioned the platform. That authentic affinity became the foundation for Pinterest's first-ever co-branded physical product, a salted toffee coffee blend with Chamberlain Coffee.
- The partnership also included a Pinterest board showcasing Chamberlain's behind-the-scenes inspiration and shoppable pins, a specialty drink at Chamberlain Coffee's LA café, limited-edition merch and an on-stage interview with Pinterest CEO Bill Ready during Cannes Lions.
By the numbers: The partnership received nearly 1,500 press mentions in the first week, according to Pinterest.
- Meanwhile, Chamberlain Coffee saw a 200% spike in sales on site during launch day and a sold out merch store.
- Plus, the partnership received high praise across LinkedIn from influential voices within the brand and marketing space.
Between the lines: This was more than just a brand partnership that sold a product or got eyeballs.
- It was a comms-led, reputation-building moment that nailed the messaging of key business priorities, like elevating Pinterest's shopping features, highlighting the power of Pinterest Predicts and spotlighting a creator who spoke about the platform as a "safe haven" online.
What they're saying: The partnership unlocked so many opportunities for storytelling, says Marie-Joelle Parent, director of consumer communications at Pinterest.
- "In comms, we're always looking at, who's the spokesperson and what are the stories?" Parent said. "And this was multi-layered. Emma is an authentic Pinner who's built her brand using the platform. Plus she's very aligned with our brand values as well."
What's next: Pinterest's team is looking to re-create the magic.
- "We're looking for those interesting brands or creators that offer storytelling opportunities, unique product sets and a distinct identity of fans following behind them, that are also aligned to the trends we're seeing on platform," says Laurel Stier, director of programming and originals at Pinterest.
- Chamberlain is still organically posting about Pinterest. Perhaps a nail art collab is next?
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