Pinterest's comms-led coffee collaboration

Axios

6 days ago

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?