Gimmicky collaborations may backfire as consumers recognise inauthenticity.
This article states that consumers resonate with well-executed “brand mashups”. With brick-and-mortar retail stores declining, brands are leveraging collaborations to gain exposure and cultivate the right amount of press, social media, content and advertising.
One example is a mashup of popular brands, such as Starbucks and Spotify, who are seemingly disconnected, but have a common base of mobile loyalty. Starbucks incentivised Spotify users to join its loyalty program, whereas Spotify grew its subscriber base with Starbucks’ incentive. Next, lesser-known brands can partner with established ones, where the former piggybacks on the latter’s credibility and the latter accesses the former’s niche audience.
Limited-time collaborations are also effective as they drive timely engagement and hype. Mashups should share a common cause like sustainability and corporate responsibility for consumers to be motivated to lend support through purchase.
[4 minute read]