Influencer Marketing Case Study: Pinterest
Market(s): SG/MY/PH/VN/TH/SK
Context
In late 2024, Pinterest partnered with Narrators to launch and scale its Creator Program across Asia-Pacific, starting with Singapore, Malaysia, and the Philippines, then expanding to Vietnam, Thailand, and South Korea. The program aimed to grow creator engagement, increase organic content, and drive user adoption in high-growth markets.
Strategy
Narrators led end-to-end execution, including creator recruitment, onboarding, content tracking, and community management. Phase 1 involved 250 creators across Home, Beauty, and Fashion producing content over six months. Phase 2 built on these insights, engaging creators in new markets to produce 8 Pins per month across Home, Beauty, Fashion, and Lifestyle, with localized strategies for each region.
Results
- Phase 1: 291 creators onboarded (SG 68, MY 102, PH 124) generating 12,500+ organic Pins, leading to scalable, culturally relevant creator ecosystems.
- Phase 2: 300 creators onboarded (VN 100, TH 150, SK 50), generating 7,200+ organic Pins.
- Built a scalable, culturally relevant creator ecosystem delivering long-term platform value.
This partnership highlights Narrators’ ability to activate creators at scale and drive meaningful results across diverse markets in Asia.
