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Finding Bang for Your Buck with Co-Branding Partnerships

In today’s crowded marketplace, what can brands do stand out? With ads for everything from barware to beauty products flooding social media feeds, and organic content being buried by pay-for-play posts and influencer promotions, a co-branded partnership may be your secret weapon.

Revolution Digital  |  July 30, 2018
Finding Bang for Your Buck with Co-Branding Partnerships

In today’s crowded marketplace, what can brands do stand out? With ads for everything from barware to beauty products flooding social media feeds, and organic content being buried by pay-for-play posts and influencer promotions, a co-branded partnership may be your secret weapon.

Whether you’re looking to grow or diversify your fanbase, boost credibility or create new, original content, co-branded partnerships allow for unique collaborations that aim to deliver ROI for both parties, so long as they’re willing to embrace the “you scratch my back, I’ll scratch yours” mentality. Of course, we’re not recommending brands get in bed with the competition, but it’s worth considering a strategic partnership where there’s a mutual need.

Promoting a Message or Cause

With more and more brands looking to highlight and promote their Corporate Social Responsibility (CSR) initiatives, a partnership with a like-minded brand could help spread the word. Take, for example, VICE and evian’s new content partnership. Digital media and broadcasting company VICE recently launched VICE Impact, a platform dedicated to tackling pressing global issues. Bottled water company, evian—having just announced a series of environmental responsibilities and promises— joined forces with the new platform to create exclusive films and editorial that document their CSR efforts and “empower people to make their own change.” The partnership will result in an ongoing cross-promotion of evian’s mission and of Vice’s new platform, while raising awareness around this social movement – a win-win for both parties.

Buzzfeed is also no stranger to collaborating on co-branded content. To leverage BuzzFeed’s readership of over 200 million people, Best Friends Animal Shelter tapped the media company to create and publish an article called “We Interviewed Emma Watson While She Played With Kittens and It Was Absolutely Adorable.” The article included an interview with Emma about her latest movie release, along with GIFs of adorable kittens that climbed all over her during the interview. The post remained on-brand for Buzzfeed and ended with a CTA to learn more about adopting kittens from Best Friends Animal Shelter.

Acquiring New Fans

Brands are finding love in unexpected places, and it’s all thanks to partnerships that bring a whole new set of folks into the fan fold. To reach new audiences and ultimately convert them into fans, consider teaming up with a brand from another vertical that also has a captive audience for you to tap into. While you certainly can partner with others in your category, some of the most fun collaborations are between unrelated brands who have similar offerings, making “crossover fans” a more likely possibility.

Uber and Spotify also found success from their partnership, which allowed users to create a personalized soundtrack for their rides. With the joint goal of earning more users, Uber riders were prompted to connect to Spotify and select songs from their playlists to listen to on their journeys. The ability to connect created an enjoyable user experience with the hopes of encouraging users to pick Uber and Spotify over competitors, since their ride comes with custom-selected tunes.

Boosting Brand or Product Visibility

What do you do when you know you have a great product, but its limited distribution and/or buy-it-to-try-it requirement is preventing customers from purchasing? Find the yin to your yang, much like Casper did with West Elm. The online mattress and bedding brand found customers hesitant to buy a mattress they couldn’t first test out, so they joined forces with the high-end furniture company to use Casper mattresses on their beds in stores. West Elm was able to advertise its chic bedroom furniture, allowing customers to actually test the items and Casper mattresses, killing two birds with one stone.

Amplifying Brand Messaging

One of the most common reasons for co-marketing is also one of the most simple: spreading your brand message even further. To do so, consider partners who have shared values, and capitalize on your commonality by approaching messaging in a complementary way. Take, for example, GoPro and Red Bull. Both brands have positioned themselves as lifestyle brands – in particular, “a lifestyle that’s action-packed, adventurous, fearless, and usually pretty extreme.” As partners, GoPro equips athletes with the technology they need to capture their respective sports in competitions and exhibitions, while Red Bull acts as a sponsor and host for these athletic events. The result? Action-packed awareness for both parties.

What Revolution Digital Can Do

With dozens of brands in our client portfolio and deep-seated relationships across many verticals, Rev-D is the optimal partner for assessing need, strategizing, and identifying opportunities for co-branding. With your goals in mind every step of the way, we’re ready to help to facilitate and manage needle-moving co-marketing campaigns to give your business the boost it needs.

If co-branding isn’t right for you, we can help you figure out what is! Our team of skilled creatives, project managers and strategists are experts in delivering impactful campaigns and programs that will help you meet your KPIs. Give us a call at 973-539-2727 or email newbusiness@rev-d.com to work with us!

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