In recent years, you must have noticed more and more brands collaborating with other brands and/or influential people. For example, the partnership of multiple brands with Mattel to produce Barbie merchandise, from bedroom slippers to vacuum cleaners, as well as the partnership of brands such as Nike with talented Kiwi dancer-choreographer, Parris Goebel.
As proven by these recent collaborations, brand collaboration can be a powerful tool to boost your public relations efforts and reach new audiences. Here are 5 ways to use it effectively for your own brand:
1. Partner with complementary brands
Find brands that target similar audiences but offer different products or services. This creates a win-win situation where both brands can leverage each other’s customer base and expertise. Examples include a sustainable clothing brand collaborating with an eco-friendly cleaning product company, or a local coffee shop partnering with a bakery for a special menu item.
2. Co-create unique content
Collaborate on blog posts, social media campaigns, webinars, or even physical events. This fresh content attracts attention and offers valuable insights from different perspectives. Consider creating a limited-edition product line, contest, or giveaway to generate additional buzz.
3. Leverage each other’s strengths
Combine your PR resources and expertise to amplify your reach. Partner on media outreach efforts, cross-promote each other on social media, or co-host industry events. This allows you to tap into each other’s established networks and gain access to new audiences.
4. Align with shared values and causes
Partnering with a brand known for its commitment to social responsibility or environmental sustainability reflects positively on both brands. Support a shared cause through joint campaigns, volunteer initiatives, or charitable donations. This builds brand loyalty and attracts customers who value similar principles.
5. Think outside the box
Explore unconventional partnerships that surprise and delight your audience. Consider collaborating with artists, musicians, influencers, or even non-profit organizations. This unexpected approach can generate significant media attention and social media buzz.
Bonus Tip:
Clearly define goals and expectations: Before entering any collaboration, establish clear goals, roles, responsibilities, and communication protocols. Ensure both brands are aligned on expectations for the campaign and how PR efforts will be handled.
By using brand collaboration strategically, you can expand your reach, enhance your brand image, and achieve your public relations goals more effectively. Remember, the key is to find creative partnerships that resonate with your audience and offer genuine value. Need help launching your first brand collaboration? Get in touch with us at hello@kookiepr.com to get started!
