In today's highly competitive & diversified PR landscape, we’re always thinking of outside the box ways to generate exposure & buzz for our clients. An effective tactic that has gained momentum over the past few years is Brand Collaborations, which can be anything from an Instagram giveaway or gift with purchase, to a physical space ‘takeover’ or a new product development.
Why collaborations?
Brand collaborations offer a unique opportunity to amplify brand exposure in a fun, engaging & memorable way. By partnering with another like-minded brand, businesses can leverage each other's reach & reputation, allowing both parties to connect with a wider audience.
This collaborative approach often results in increased Media Coverage, as it provides Journalists with a fresh angle to cover. For example, two of our favourite kiwi clients, Pic’s Peanut Butter & Whittaker’s, teamed up to create not one but two new products – a Peanut Butter Chocolate Spread, & a Peanut Butter & Jelly Chocolate Block. These products launched into Woolworths & Coles nationwide, & were featured in the likes of News.com.au, BuzzFeed & Pedestrian.
Another advantage of Brand Collaborations is that it allows a brand / business to tap into a new, relevant audience. When brands team up, they bring together their unique customer bases, enabling both brands to reach audiences they may not have engaged with before. Collaborations can also help to foster brand loyalty, especially if the partnership offers additional value to your customers. For example, offering your database a complementary gift with purchase. Who doesn't love a free gift!
Brand Collaborations can also be a very cost-effective way to create buzz. When executing & bringing to life Events, there are many costs involved including venue hire, food & drink, entertainment, etc. For new brands & businesses, the cost of Events can be prohibitive. This is where it can be beneficial to reframe the ‘Event’ as a ‘Collaboration’. For example, we hosted a Launch Activation for our client, al.ive body, at Rimba Sweat Sauna House in Neutral Bay. Guests were invited for a sauna & to experience the new al.ive body shampoo & conditioner, followed by a hair styling session. This experience generated great exposure for both al.ive body & Rimba Sweat, which allowed us to secure the space in a contra capacity.
If you’re looking for fun & innovative ways to generate exposure through partnerships & collaborations, we’d love to hear from you! Send us an email at Hannah@StraightUpPR.com.au – we’re all ears.