The Power of Co-Branding: Real-Life Examples to Inspire You

As a child, I vividly remember my favorite brownies being made with Betty Crocker mix and Hershey's chocolate syrup - a perfect example of co-branding. But what exactly is co-branding?

Co-branding is when two brands form a strategic partnership, benefiting both parties. It can be a powerful tool for business growth, increasing brand awareness, and entering new markets. However, for a partnership to truly succeed, it must be mutually beneficial. Just like how chocolate lovers enjoy both Betty Crocker and Hershey's products, both audiences must find value in the collaboration.

The Importance of Co-Branding

Collaboration is crucial in creating value, and when it happens on a large scale, the impact is even greater.

Expanding Your Reach

Co-branding allows you to tap into the customer base of another respected brand, giving you access to a larger audience. By partnering with another brand, you gain exposure to their customers and followers, and vice versa. This partnership also has the potential to reach new locations and demographics, while also reinforcing your brand's positioning.

Sharing Costs and Resources

Marketing and branding efforts can be costly, especially for larger companies. By collaborating with another brand, both teams can share resources, including staff, budget, and knowledge, making it a cost-effective solution. Plus, working with another brand can offer valuable learning opportunities for your team.

Building Trust and Loyalty

Partnering with an established brand can boost the reputation and trust of a newer brand. It shows customers that you value consistency and can combine their loyalty to one brand with the value your brand offers. On the other hand, for an established brand, collaborating with a fresh start-up can demonstrate an investment in innovation, leading to new and exciting products or a unique take on culture and messaging.

Real-Life Co-Branding Examples to Inspire You

1. GoPro & Red Bull - Stratos Co-Branding Campaign

GoPro and Red Bull both embody adventurous and extreme lifestyles, making them a perfect match for co-branding campaigns, particularly in the world of action sports.

For this partnership, GoPro provides athletes and adventurers with cameras and funds to capture events and stunts from their perspective. At the same time, Red Bull uses their experience and reputation to sponsor and run these events.

The Stratos campaign was one of their most successful collaborations, with Felix Baumgartner setting three world records by jumping from a space pod over 24 miles above the Earth's surface, all while wearing a GoPro camera. This event not only showcased the capabilities of both brands, but it also embodied their core values of pushing the limits and redefining human potential.

Co-Branding: Success and Opportunities for Growth

For fashion brand Yeezy, partnering with affordable shoe brand Crocs allowed them to expand and reinforce their experimental ideas. By placing their unique creations in public spaces, they created excitement and engagement for both brands. The combination of Kanye's personal brand and Adidas' growing streetwear segment led to significant revenue and brand growth. Although some may view this co-branding partnership as a failure, their shared values are precisely why it made sense.

Creating Successful Co-Branding Partnerships

In today's competitive market, brands are constantly looking for innovative ways to stand out and reach new audiences. One effective strategy that has gained popularity is co-branding, where two companies collaborate to create a unique product or campaign. Let's take a look at some successful co-branding partnerships and how they benefit both brands.

MasterCard & Apple Pay

When Apple released their Apple Pay app, it revolutionized the way people make transactions. With the ability to store credit and debit card information on their phones, users no longer needed their physical cards. In a strategic co-branding partnership, MasterCard joined forces with Apple Pay to offer customers a secure and convenient way to make payments. This helped MasterCard tap into a younger, tech-savvy demographic, while also boosting the adoption and usage of Apple Pay. It was a win-win for both brands, showcasing the power of co-branding.

The Power of Co-Branding: Successful Partnerships in the Digital World

As technology continues to evolve, it has become essential for credit card companies to keep up with the latest trends. Seeing this opportunity, MasterCard became the first company to partner with Apple Pay and allow their users to store cards on their devices. This collaboration not only demonstrates support for a major tech developer but also reflects the evolving purchasing habits of customers.

The Success of Airbnb & Flipboard

Another example of a successful co-branding campaign is the partnership between Airbnb and Flipboard. Flipboard, a social media news aggregator, teamed up with Airbnb to create "Experiences", a personalized lifestyle content feature based on the user's interests. This collaboration provides users with a more authentic and tailored brand experience.

Levi's & Pinterest: A Natural Fit

Recently, Levi's, one of the world's oldest and most recognized jean brands, partnered with Pinterest, a popular social platform for sharing posts. This collaboration was a natural fit as Pinterest is a go-to platform for fashion inspiration. Through the "Styled by Levi's" initiative, users can receive personalized styling insights based on their individual preferences and tastes. This co-branding campaign creates an authentic and individualized brand relationship, which is unique in the digital world.

The Power of Simplicity: BuzzFeed & Best Friends Animal Society

Co-branding campaigns need not always be complicated or costly. A great example of this is the partnership between BuzzFeed and Best Friends Animal Society. By teaming up with the popular website, Best Friends Animal Society was able to reach BuzzFeed's large audience. The campaign featured Emma Watson answering fans' questions while playing with kittens, attracting clicks, promoting animal adoption, and generating donations.

CoverGirl & Lucasfilm: The Force Awakens Collaboration

When "Star Wars: The Force Awakens" was released in theaters, Lucasfilm joined forces with CoverGirl to engage a broader audience and create excitement for the movie. The result was a clever and successful co-branded campaign, the "Light Side and Dark Side" makeup line that captured the attention of fans and non-fans alike.

In conclusion, co-branding is a highly effective strategy for brands to reach new audiences, share resources and costs, and create unique and memorable campaigns. By collaborating with other brands, companies can tap into new markets and form a more personalized and authentic relationship with their customers.

Breaking Gender Stereotypes: A Co-Branding Success Story

In the past, space-themed movies were typically marketed towards males. However, with changing times, space exploration has become a shared interest among people of all genders, including beauty enthusiasts.

A recent example of this is the collaboration between renowned makeup artist Pat McGrath and the beloved sci-fi franchise, "Star Wars". Their makeup line, dubbed Light Side and Dark Side, pays tribute to the iconic duality of good and evil in the films.

But what makes this co-branding partnership between Lucasfilm and CoverGirl truly successful? For Lucasfilm, it meant gaining more exposure and engaging their target audience of young women, who are also frequent customers of CoverGirl. On the other hand, CoverGirl benefited from being part of the massive "Star Wars" marketing hype that took over the internet, stores, and TV prior to the movie's release.

Amazon & American Express: A Powerful Combination

Another example of a successful co-branding campaign is the partnership between Amazon and American Express for the Amazon Business American Express Card. As a leading global e-commerce platform with millions of users and small businesses, Amazon is continually searching for ways to improve its services. By teaming up with American Express for a co-branded credit card, they were able to enhance their users' experience by providing enhanced data insights on purchases. This partnership also aligns with American Express's and Amazon's shared vision of supporting small businesses in the US, leading to improved performance and building trust in their respective brands.

Making a Positive Impact: UNICEF & Target

Not all co-branding campaigns are solely driven by profits. Some, like the partnership between UNICEF and Target, aim to make a positive impact. Through their Kid Power campaign, Target pledged to support one of UNICEF's sustainable development goals (SDGs). They sold fitness trackers for kids, encouraging them to exercise and, in turn, helping provide food packets to underprivileged children worldwide. This campaign not only promotes a healthy lifestyle for children but also allows Target to contribute to a worthy cause, further strengthening their brand image.

The Successful Collaboration Between Nike and Apple: Co-Branding Done Right

The partnership between Nike and Apple is a prime example of how co-branding can benefit both companies and their customers. Initially joining forces in the early 2000s to bring music to workouts, the two brands now offer Nike Run Club on the Apple Watch, providing users with training, expert coaching, and a community of like-minded runners. This merging of technology and fitness has allowed Nike to stay ahead of the competition.

Sometimes, unexpected pairings can also lead to successful co-branding campaigns. For instance, Arby's and Pepsi came together for their "Purple Boys" campaign, despite having different target audiences and industries. This humorous and creative approach caught the attention of a wide audience, proving that co-branding can be successful with outside-the-box thinking.

The Classic Example of Co-Branding: The Doritos Locos Taco

Taco Bell and Frito-Lay's collaboration on the Doritos Locos Taco caused a stir in the fast-food industry. By using a Doritos shell instead of a traditional crunchy taco, the two brands created a unique twist that resonated with their fans. The vibrant orange color and nacho cheese dust, along with the taco being advertised by wrapping it in a Doritos bag, perfectly showcased the partnership and successfully appealed to their audiences.

Purple, known for their popular Purple Mattress, has also launched successful co-branding campaigns that cater to the millennial and Gen Z demographics through creative advertising. This has not only gained them a loyal following but also boosted their brand awareness.

The Unconventional Success of Tim and Eric�s Co-Branding Campaign for Purple

Partnering with unconventional celebrities Tim and Eric to promote their products may seem like a risky move, but for Purple, it has been a successful one. In their video series, "The Purple Boys," Tim and Eric's bizarre comedic style is amplified, with the episodes focusing on sleep-related issues and ending with the Purple Boys providing a sleep-deprived character with a Purple mattress.

Why the Purple Co-Branding Campaign Stands Out

While technically a sponsorship, this large-scale campaign benefits both parties. Tim and Eric can reach a wider audience through Purple, while their fans can discover the mattress brand through their videos. So, how can you measure the success of a co-branding partnership? Here are a few tips to keep in mind:

1. Choose the Right Metrics

Select key performance indicators (KPIs) that align with both brands' goals and can easily be tracked. These could include ROI, revenue growth, customer retention, website traffic, social media engagement, and share of voice.

2. Limit KPIs

To avoid complications, focus on a small number of KPIs that directly tie to partnership success, rather than adding new metrics for each campaign or project.

3. Establish Consistent Tracking Habits

It's essential to track metrics in the same way and on the same timeline as your partner to ensure accurate comparison. Establishing a structure for data tracking is crucial in measuring the success of a co-branding campaign.

Aligning KPIs for Successful Co-Branding Initiatives

Co-branding partnerships can be a highly effective strategy for engaging with and satisfying the right audience. However, it is crucial to align your key performance indicators (KPIs) to accurately measure your results and identify areas for improvement during the partnership.

When selecting KPIs, it is essential to consider the big picture, tracking overall impact through metrics like ROI and revenue growth. These insights can provide valuable information on the long-term success and value of your co-branding partnership, especially as strategies and needs may shift over time.

Additional Resources for Co-Branding Campaigns

If you're considering implementing a co-branding campaign, here are some helpful resources to get you started:

• Lessons Learned from HubSpot's Co-Marketing Campaign
• The Step-by-Step Guide for Co-Marketing - Download our free ebook