Collaborations in PR: why do brands choose this path?
The principle of effective brand collaboration or, in other words, co-branding is “1 + 1 = 3 or 5 or 7 or more”. That is, by joining forces and working closely together, brands get much more than just a partnership or launching another project.
In this way, brands go beyond their own “framework” and change positioning vectors, develop new interesting products, expand their own target audience and, importantly, sometimes even make a better world. Some of the brands have 5 or more collaborations. Each of them is a separate informational occasion, which is actively and for a long time discussed in public. But all this is possible only if you choose the “right” partner – you should share common values and expectations with him.
One of the foundations of choosing a partner for collaboration – the confidence that the reputation of your own brand will not suffer and the audience of each parties will understand the project. It should be borne in mind that collaborations can be short-term (for the purpose of implementing one project), long-term (within brand strategies) and combined (there may be several projects, but cooperation at the level of strategies is not provided).
share some examples of collaborations that we think were some of the brightest.
Gap and the Global Fund to Fight AIDS: How Clothing Changes the World
In 2006, the Global Fund to Fight AIDS launched a joint campaign with Gap, the US clothing brand and one of the largest retailers in the United States, called PRODUCT (RED). Gap has invited the stars to take part in photography in their own line of clothing – Gap (PRODUCT) RED. Each of the photos was accompanied by thought-provoking questions. For example: “Can the inscription on the shirt change the world? This one can. The Gap (PRODUCT) RED clothing line was created to support the AIDS program. .
Then these photos were published in all famous fashion magazines, including Vogue. Since the launch, the campaign has raised more than $ 130 million, making it one of the most successful co-branding programs. It continues to this day, as products with the prefix “RED” are already produced by Apple Inc., Nike, American Express (UK), Starbucks, Converse, Armani and others.
Swatch and Venice Biennale: support for art
Almost immediately after its creation, in the 80s of the last century, the Swiss watch brand Swatch began to cooperate with the art world. To this day, the company has an art collaboration program in which it creates its own limited collection of Swatch Art Special watches. The brand has collaborated and is collaborating with such representatives of the creative industries as director Pedro Almodovar and Akira Kurosawa, designers Vivienne Westwood and Paco Rabanne and many others.
Swatch Group has also become a major partner of the Venice Biennale, one of the leading exhibitions of contemporary art. The brand presents its own pavilion with works created by artists while living in an art residence at the Swatch Art Peace Hotel in Shanghai (the program was established in 2011, since its opening it was attended by more than 240 artists from 45 countries world).
On the occasion of the opening of the Venice Biennale, the brand presented a special project created in collaboration with the British abstract artist Ian Davenport – “Giardini’s Color”. Especially for the brand, the artist created a large-scale installation – a set of vertical aluminum panels, which were painted in more than 100 shades. This installation was also continued in the form of a limited series of watches Wide Acres of Time.
Google and Oreo: The Operating System and Cookies
Another interesting and rather unexpected example of collaboration is the launch of an ad for the new Android operating system that Google has created with the Oreo cookie brand. This system is called Android Oreo. And the theme of the advertising campaign – a solar eclipse, which just happened in the days of the operating system on the market. Oreo advertisers created chocolate cookies in the form of a dark solar disk and together with Google developed the Android superhero Oreo.
And what examples of collaborations save did you like the most?