Emma Chamberlain, Pinterest & a trends-based marketing strategy that’s actually sustainable
We’re big fans of Pinterest & have been admiring their strategic transformation from a trend forecasting powerhouse to a hands-on collaborator! With their most recent activation, the brand took their reputation of accurately spotting trends using their platform data & insights and produced a tangible product.
What it was: The collaboration was built off of the back of Pinterest's 2025 Predicts report which highlighted the rise of the "Fisherman Aesthetic.” This was carefully selected with their collaborator, notable vlogger turned fashion girl slash coffee mogul, Emma Chamberlain. The results are a first-of-its-kind Pinterest co-branded physical product: a Sea Salt Toffee Flavored Blend coffee with the influencer’s brand Chamberlain Coffee.
Why Emma?: Named one of MTD’s creators brands love to work with back in 2023, Emma is a natural choice to launch a program like this. While Emma is known primarily as a YouTuber, she’s since branched out into fashion and business through her Chamberlain Coffee brand. Her audience is one that is uniquely interested in aesthetics, coffee, and likely Pinterest. According to the site, Chamberlain herself was deeply involved, curating a Pinterest board that shaped everything from the coffee's flavor to the campaign's visuals.
Nadine Zylstra, Pinterest’s Global Head of Programming and Originals, gave M.T. Deco a peak into how this came together:
"Our partnership with Chamberlain Coffee was inspired by the Fisherman Aesthetic trend from our 2025 Pinterest Predicts report. As a longtime Pinterest user, Emma was the perfect partner to reimagine the trend through her own creative lens. She created the Sea Salt Toffee blend and campaign using our platform for inspiration. The result is an authentic, creative collaboration that reflects Emma’s vision and the latest cultural trends, showing how Pinterest’s predictive insights can fuel true creative expression."
Beyond the delicious new blend, this partnership signifies a major strategic shift for Pinterest, demonstrating how they're now actively bridging the gap between digital inspiration and real-world consumer experiences, especially for a trend-setting demographic like Gen Z.
Beyond the paywall…
dives intowhy Pinterest’s partnerships with creators works so wellandwhat other brands and creators can learnfrom their strategy including specifically:
How Pinterest is tapping into seasonal cultural moments and strategic partnerships to spark online conversation — plus 3 standout examples
3 action items for brands and marketers on how to effectively partner with creators — from connecting with Gen Z to harnessing the unique strengths that both creators and brands bring to the table
Why it matters:
Influencer marketing isn’t going anywhere and brands who want to stay relevant have to participate. According to a recent Sprout Social report, 86% of consumers make a purchase inspired by an influencer at least once a year and 59% of marketers plan to build out their roster and partner with more influencers in 2025. However, just partnering with any creator isn’t enough. It has to feel organic.
This is a strategy that Pinterest has mastered. If you want to work with creators but aren’t sure where to start, we’ve got you covered
Check out the full piece on Substack here