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As it becomes harder to stand out online, brand collaborations—or ‘collabs’—have become a go-to strategy for businesses looking to surprise their target audiences.
Whether it’s a natural pairing or a shock-value partnership, brand collabs have the potential to push your visibility beyond your usual audience and boost your engagement. But are these collaborations truly beneficial for both parties? And when does sticking an ‘x’ between two brand names give customers the ick? Let’s dive in.
The power of brand collaborations
Brand collabs enable companies to tap into each other’s audiences. You can often combine the strengths of both parties and create something bigger or more memorable.
Think of the recent buzz around Barbie marketing collabs—Mattel’s iconic colours and doll world integrated with everything from fashion brands to travel companies. The movie brought a cultural moment, and all the businesses that got involved through an official partnership were able to benefit.
Collaborative marketing isn’t just about slapping two logos together. When you take a creative approach, you’ll achieve attention-grabbing campaigns that lead to sales and boost your credibility.
Some of the best brand collabs, like Nike and Ben & Jerry’s or Spotify x Starbucks, have achieved near-iconic status. You can feel the impact years after the initial product or campaign launch.
Nike SB and Ben & Jerry’s are churning out the Chunky Dunky! Learn more about this one-of-a-kind sneaker here: https://t.co/MWzHFOdriX #chunkydunky pic.twitter.com/evwuszlWpV
— Ben & Jerry’s (@benandjerrys) May 15, 2020
Beyond the product collab
Many of the most memorable brand collabs involve a limited edition product or service, but there are plenty of ways to collaborate with other brands for wider exposure:
- Run a giveaway in partnership with another brand. Typically, entrants have to like a post and follow both companies on social media. This makes the giveaway a lot more discoverable than if you ran it solo.
- Launch an ad campaign promoting both your companies. This usually works best when there’s a strong connection, e.g. the first brand is a shop and the second is a brand it stocks.
- Brands can host or sponsor joint events, such as workshops, conferences, or virtual meetups. For example, two fitness brands could co-host a fitness challenge or live workout event to engage their audience.
- Brands collaborate to support a cause, such as environmental initiatives or social justice campaigns. They might donate a portion of profits, organise awareness campaigns, or co-host charitable events.
Are collabs good for both parties?
Collaborations often result in a win-win situation, but the campaign’s performance depends on how well the partners align. If the brands share similar values, target audiences, and creative visions, the collab is more likely to be a hit. A bad fit can lead to brand confusion or even to negative noise online.
The bottom line: both companies need to have clear goals and a mutual understanding of what they stand to gain.
Take, for example, Pokémon partnering with the Van Gogh Museum. While it may seem like an odd pairing, the creative concept and execution were first-class—and both parties understood what they were bringing to the table.
One brand might offer street credibility, while the other offers prestige. When these elements combine well, the partnership can solidify each brand’s unique identity.
Who foots the bill?
Brand collaborations don’t come cheap, especially if you’re launching a custom product or running a global ad campaign. The financial burden can fall on one or both brands, depending on the nature of the collaboration. Factors like product development, marketing costs, and distribution logistics all contribute to the final bill.
In some cases, the larger or more financially stable brand might cover most of the expenses, especially if they’re leveraging the partnership for greater exposure. If both parties stand to gain equally from the collab, they will split the cost fifty-fifty.
But the biggest potential cost isn’t financial. You risk diluting your identity and damaging your reputation if your teams haven’t thought through the collaboration from concept to execution.
Not to be a hater… but Loewe x Ghibli collaboration is SO UGLY. Like i get it’s cute nostalgia, but it’s suuch a lazy design, there’s no creative perspective and experimentation to it. pic.twitter.com/QDJ5hJtdN7
— Sacchan⭐️ (@saturnomeus) February 2, 2023
Advice for brands looking to start their own collabs
Are you considering running a brand collaboration? Read our top tips for a successful partnership:
- Find the Right Fit
Look for brands that share your values, target audience, and creative vision, even if your products are completely different. The best brand collabs work because the two parties complement each other. - Focus on Value, Not Just Hype
A flashy collab might get attention upfront, but long-term success comes from providing real value to your audience. Ask yourself how the partnership enhances the customer experience. - Define the Scope Clearly
Establish clear roles, responsibilities, and expectations from the start. Who will handle production? Who’s managing PPC? Clarify the financial contributions and ensure both parties are on the same page. - Be Ready to Innovate
Collaborations are a chance to push creative boundaries, so don’t be afraid to try something new. Many iconic brand collab ideas, like Lego and IKEA or Uber and Spotify, emerged from thinking outside the box. - Evaluate the ROI
Measure the success of the collaboration beyond just sales. Did it strengthen your brand image? Increase customer loyalty? Did you gain valuable insights for future campaigns? These metrics are crucial in determining whether the investment was worth it.
Conclusion
Brand collabs have the potential to be powerful tools in the marketing world. When executed correctly, they can create meaningful partnerships that elevate both brands and capture consumer attention.
@jack.bleakley What’s the best collab you’ve seen ♂️ #brandingdesign #brand #graphicdesign ♬ original sound – Jack
These collaborations require strategic thinking, financial investment, and a clear understanding of both parties’ objectives. If you’re considering venturing into collaborative marketing, make sure you’ve carefully weighed the potential rewards—and the risks. After all, a well-executed brand collaboration could be the shortcut to success you’ve been looking for.
But remember, it’s only a cheat if you do it right! Need a hand with your brand marketing strategy? Book in a free, no-obligation chat with our team.
Article by
Nicholas Turner
