In the 46th episode of the first video podcast about advertising MEDIA MIX, experts from Sber, Flowwow, Dodo Pizza and A101, together with host Anna Vetrinskaya, discussed why brands should collaborate, how to choose partners and evaluate joint campaigns, and which creative mechanics are most effective today.
Why Brands Collaborate
Collaboration is a joint effort aimed at achieving common goals, while profit may not be the only basis and incentive for partnership. Exchanging audiences, communications, strengthening marketing and even HR positions is what makes cooperation mutually beneficial for all participants, forming a win-win-win approach. As the speakers of the issue noted, the main thing is that the partners look in the same direction, share values, have similarities in positioning and attributes of brand platforms. Modern brands also use
Why Brands Collaborate
collaborations to implement lovemark strategies. Through emotional joint special projects, partners attract the attention of a significant audience. For example, art collaborations of Louis Vuitton and BMW with artists for many years not only open the way for brands to the hearts of a new audience, but also add additional value and prestige to their products in the eyes of the intellectual public.
How to choose a partner
The studio guests shared recommendations on choosing a partner to avoid disappointment. They emphasized the importance of assessing the interest of both parties at the briefing stage. Based on the partner’s reaction, proposed ideas and set goals, it is possible to determine how mutually beneficial the cooperation will be. If one of the partners shows significantly more involvement than the other, it is worth considering the feasibility of cooperation to avoid wasting resources and a possible conflict of interest.
How to evaluate the effectiveness of a joint campaign
According to experts, the easiest way to assess the success of a collaboration is to analyze sales and the ratio of purchases by loyal and new customers, includingย buy phone number list repeat purchases. Loyalty programs, promo codes, links with UTM tags and deep links help marketers in this, which can identify traffic sources, clicks and the number of app installations. Another approach to assessing the sympathy of a new audience for a brand is surveys, as well as comparing the attributes of your brand with the attributes of favorite brands on the market, which are available in industry and industry research reports.
Trends in creative mechanics
One of the current concepts, within the frameworkย drive traffic and grow conversionsย of which collaborations are carried out, is called From spaces to places. It implies the use of technologies that combine
Why Brands Collaborate
offline and online, making the space omnichannel and as comfortable as possible. Ordering food and goods by clicking, concerts of stars in metaverses and immersive belgium numbersย exhibitions are all parts of a trendy process that brands should more actively integrate into their promotion strategies to remain competitive. Among the popular creative mechanics, experts also highlighted unexpected partnerships of brands, even competitive ones, the release of custom products, exclusive drops, unusual gastronomic combinations. Creatives should impress, evoke emotions and thus attract the attention of the audience, making campaigns viral, the speakers emphasized.