Case Studies: Behind Every Number, a Real Creator

Consumer goods

Owning the season before it began

Every year, Lent fills tables with the same recipes, and one of PepsiCo’s crackers has always had a seat at them. The challenge was to win that moment before anyone sat down to eat. We knew where those meals really begin: on Pinterest, weeks earlier, when people search, save and plan what they’ll cook. So we designed a recipe universe for that exact window, with home-cooking creators whose communities trust them in the kitchen, and boosted it with Pinterest’s most visible placements. In one month: 28.47M impressions and 238.76K saves. Not views. Plans. Real people saving the recipe for their table.

Coffee at scale

Nestlé’s coffee brands set out to prove that café-style drinks, hot or cold, can be made at home without giving up quality. Proving that takes more than one beautiful recipe. It takes a steady flow of them. So we built a content engine: four lifestyle territories, each in the hands of a creator who already lives it, producing photo and video recipes. 40 pieces of content, 3.92M impressions and 18.4K saves: people didn’t just see the brand, they saved it to make it later.

Beauty & wellness

One room. Four brands. Four personalities.

Most beauty portfolios end up flattened into one message. L’Oréal brought four of its brands into the same beauty room, inside an experiential house in Mexico City: a skincare line, a prestige makeup line, an everyday makeup line and an artistry line. Four very different personalities, side by side. The easy move was one voice for all of them. Instead, we cast creators to match the spirit of each brand: visible results for skincare, modern glamour for prestige, confidence and empowerment for everyday makeup, and expert artistry for the looks people want to recreate at home. One team, one space, four distinct stories on Pinterest.

Retail & services

Beyond the dessert

The world knows The Cheesecake Factory, the American restaurant chain, for its cheesecake. This time, the brand wanted the spotlight on everything else: a full menu with something for every guest, every craving and every occasion. Our answer was a provocation: don’t tell people about the menu, sit them down in front of it. We created a chef’s table dinner hosted by a celebrity chef, filled the room 33% above the attendance goal and turned dessert decorating into an activity that made every guest a creator. Then we cast creators with a clear job each (authority, engagement and scale) and amplified what performed on TikTok. One night became 6.61M views and an open invitation to explore the whole menu.

When content isn’t enough, build an ecosystem

Sometimes one great video isn’t enough. You need an ecosystem. Liverpool, one of Mexico’s largest department store chains, has a flagship fashion event that is the high point of every season, and the brand wanted a younger, style-driven audience to feel part of it, not just hear about it. So we designed an ecosystem around the event on Pinterest, with three creator roles: one to make people live the night, one to show how to build the look, and one to turn it into inspiration worth saving and recreating. Together they covered the whole journey, from wanting to be there to knowing exactly what to wear. 9.8M impressions, and proof that people don’t want to be sold a look. They want to see themselves in it.

Money talk, where no one expected it

Mercado Pago is Mercado Libre’s financial app: one account to pay, send, receive and save money from your phone. Most finance brands talk to people who already follow finance. We did the opposite. We took the app into communities finance brands rarely reach: a home and DIY creator carried it to millions, and a lifestyle creator showed it at work in her everyday routine. Paid media then took the best content even further. The unexpected casting did what a finance ad rarely does: it felt close. 5.18M people reached and 14.49K clicks to the brand.

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A launch the audience made their own

MG was launching its new GT model, and a standard launch wasn’t going to cut it. So we turned it into a TikTok challenge: post your own video, win a four-day trip to the Caribbean. Top creators set the tone, mid-size creators carried it into new communities, and the audience did the rest, posting entries of their own. Instagram and Facebook ads and editorial coverage took the story beyond TikTok. Then came the best part: the creator who won loved the car so much that they bought one, and became a lifetime ambassador for the brand. 6.9M people reached, 38% above the goal.

From unknown to 534K users

GATO is a free gaming platform where people play games from independent developers, on web and mobile. When it launched in Latin America, nobody knew it, and it had a few months to go from unknown to hundreds of thousands of players. We built the launch around a brand ambassador and gaming creators who introduced GATO to their communities in their own words. Then we scaled what worked: the best creator posts turned into more than 70 paid campaigns, several of them run from the creators’ own accounts. In four months: 534K users, and 90% of them came through creator content, organic or paid.

Behind every number,a real creator.