Brand partnerships have come a long way over the last decade. There have been some exceptionally successful examples of collaborative advertising – just last year, Adidas and Intersport combined forces for ‘Project Run Berlin 23’, a powerful campaign to inspire runners in the buildup to the Berlin Marathon.
Collaboration is about making 1+1 = 3. It allows brands to lean into each other’s audiences, work out where they overlap, and deliver bespoke products and experiences for those consumers. However, there’s a risk that ‘collaboration’ could become an industry buzzword, diluting the actual value of two brands coming together. A collaboration can’t be superficial; brands have to combine to do something both complementary and different.
Five lessons for brands
⭐️Brands must select partners with whom they can establish authentic and credible relationships. Often, that comes down to shared values – whether it’s Nike’s and Ben & Jerry’s shared pursuit of social purpose, or something as simple as Adidas and Intersport both operating in the sports sector. Both brands must bring something valuable to the table, whether it’s their audience or fame.
❄️A brand collaboration must enhance the lives of its customers to be worthwhile. That could mean creating a unique product, an exclusive experience, or solving a particular customer problem. Whatever it is, this value proposition will- generate interest and drive engagement with the collaboration, ultimately leading to increased brand loyalty and positive associations in the minds of consumers.
🔥Collaborations can drive incredible buzz for the brands involved, but you need to get people excited first. Part of what made the Greggs x Primark collaboration so viral was the clever teaser campaign the brands ran before launch. Sausage rolls mysteriously appeared in the pockets of Primark mannequins, for example, and an exclusive Soho pop-up showcased the complete collection. By the time the collaboration launched, customers were queuing out the door.
🚀A successful collaboration is much more than an ‘x’ between two brand names. It should be a genuine partnership, in which both brands give and take to reach an exceptional outcome. Open communication is critical, as is a mindset of flexibility and adaptability.
🥳All campaigns need clear goals and measures of success, and brand collaborations are no different. Make sure those KPIs are set out from the beginning and that you and your partners stay accountable to them.
