The power of two: Is your brand missing out?

Have you scrolled through social media and landed on a seemingly unlikely pairing of brands recently? I’d be surprised if you answered no because we’re in the era of unexpected brand collaborations.

What's driving this trend? In today's saturated market, standing out is harder than ever. Brands constantly seek fresh ways to capture our attention and spark conversation – collaborations can be an effective way to do this. ?

When two brands team up, they're not just combining products; they're merging audiences, values, and creativity. It's like throwing the ultimate party where two different friend groups mix and mingle together.

But what makes a collaboration truly shine? It's not just about slapping two logos together and calling it a day. The secret sauce lies in aligning brand values, complementary strengths, and a dash of surprise.

Take the recent Lick X MAC collaboration , for instance. This partnership brought together the world of interior design and beauty, creating a sort-after jet black lipstick and paint. It wasn't just about selling limited edition products; it was about telling a story of self-expression that extends from your face to your living space.

Or how about the Airbnb and Mattel collaboration? By tapping into nostalgia and creativity, these brands made the iconic Polly Pocket into a real home you could sleep in, turning many millennials' childhood dreams into adult reality which generated viral success on social.

And let’s not forget the viral Heinz x Absolut collaboration . While vodka-infused pasta might not be revolutionary, it was fuelled by the hype around Gigi Hadid’s “penne alla vodka” shared on Instagram. The two brands saw this as an opportunity to jump on the cultural moment, which got people talking (and tasting). The sauce was such a success it has returned by popular demand.

In our work at big group, we regularly activate social campaigns for brand collaborations. For me, the key to success is communication and creativity. It sounds obvious, but the process must be collaborative from the start to foster the best ideas and to ensure that you’re balancing the expectations of each brand.

One of the stand-out brand collaborations I have worked on was for Pizza Hut and the launch of their KFC Popcorn Chicken Pizza on National Pizza Day. The social campaign was so successful, it sold out within 24 hours. The collaboration was born from an April Fools post that was so popular the two brands decided to pair up and make the pizza for real – a match made in food heaven.

These collaborations don't just create products; they shape trends and influence consumer behaviour. They make us see brands in a new light, encourage us to try new things, and often blur the lines between different product categories.

But what happens when collaborations go wrong?

While successful collaborations can skyrocket brand awareness and sales, a mismatched partnership can confuse consumers and give both brands a PR headache. Remember the Shell and LEGO partnership? What seemed like a fun way to get toy cars into the hands of kids quickly turned sour when environmental groups pointed out the contradiction between LEGO's sustainability goals and Shell's oil drilling practices.

The lesson? Brand values matter, and consumers are savvier than ever. A collaboration needs to make sense not just on paper, but with the target audience.

So, what's next in the world of brand collaborations? As technology continues to evolve, we're likely to see more digital-first collaborations using AI or virtual reality. Purpose-driven collaborations will probably become more of a focus also, with brands teaming up not just to create products, but to tackle social or environmental issues. The power of two (or more) voices can be a force for good, amplifying important messages and driving real change.

But no matter how the landscape shifts, some fundamental principles will always apply when it comes to creating effective partnerships:

1. Eliminate the guesswork: Conduct thorough research, gain insights and listen to your audiences to ensure they align and there's genuine interest in the collaboration.
2. Stay true to your brand: While it's great to push boundaries, the collaboration needs to feel authentic to both brands involved.
3. Create something unique or surprising: Don't just mash two existing products together. Innovate and create something that neither brand could have done alone.
4. Tell a compelling story: Use the power of social media to craft a narrative around your collaboration that engages and excites your audience.
5. Plan for success: Ensure you have the logistics and infrastructure in place to meet demand if your collab goes viral.

Brand collaborations are likely here to stay. They offer a unique opportunity to innovate, reach new audiences, and create memorable experiences for consumers.

So, what do you think? Are there any dream collaborations you'd love to see? Or perhaps you've seen a collab that missed the mark? Let's continue the conversation in the comments below!