Successful partnerships between a brand and endorser are nothing new. In fact, a collaboration between a celebrity and brand can increase a consumer’s level of satisfaction and confidence in the product or service. According to a study conducted by Anita Elberse, Harvard Business School, nearly 20 percent of all advertising aired in the United States features a celebrity endorsement, and brands that do experience a 20 to 40 percent increase in consumer trust.
A recent collaboration between McDonald’s and Travis Scott proved to be more successful than anticipated. McDonald’s teamed with Travis Scott to promote the “Travis Scott Meal,” a Quarter Pounder with cheese, bacon, and lettuce, along with chips, BBQ sauce, and a Sprite with extra ice. It’s the rapper and record producer’s favorite meal. The effort was so successful it led to a shortage of ingredients at many restaurants. Partnerships between brands, influencers, and celebrities are setting a record pace this year.
The Chunky Dunky is a collaboration between two iconic brands, Nike and Ben & Jerry’s. A limited edition Nike shoe was released, with a matching box, specially designed to look like the Ben & Jerry’s Chunky Monkey ice cream flavor. The unique duet debuted in 2020 and sold out the limited production immediately. Today, a pair of Chunky Dunky’s are selling for as much as $3,000.
A successful partnership between a brand and endorser can increase a consumer’s level of satisfaction and confidence in the product or service. Regardless of the industry, B2B or B2C, few marketers are overlooking the promise of reaching a wider audience by partnering up with other brands in the domain.
Successful collaborations can improve market reach, expand distribution channels, and increase a brand’s credibility all while sharing the cost between both partners. In a brand partnership, the teams are able to combine strengths, expertise, and followers and achieve a broader reach that can encourage more innovation and a fresh perspective. Hilda Batayneh, the Founder and Executive Creative Director of Reunited Clothing, says, “It is oftentimes the most unexpected of partnerships that create the most buzz and the opportunity for both brands to mutually benefit each other. The odd pairing is, in a way, simply genius.”
Early on in her life, Martha Stewart demonstrated a focus and tenacity toward developing a business centered around a domestic lifestyle. Her innovations in brand development through personal endorsements built a small catering business into an international media and home-furnishing corporation known as Martha Stewart Living Omnimedia, Inc. It is unlikely that Martha ever envisioned teaming up with Snoop Dogg in what must be the most unexpected partnership.
After thirty years as a popular rapper. Snoop Dogg expanded on his hip-hop legendary status to include commercials, movie roles, and even appearances on Martha Stewart’s cooking show where the pair became quick friends. The musician-turned-multiplatform entrepreneur maintains his relevance by staying true to his brand. “The easiest thing you can do is just do you,” says Snoop. “I felt like doing me would be the easiest path to me remaining relevant in the industry. It’s originality and uniqueness. I just try to do me.” Snoop Dogg and his new friend Martha Stewart, who also is a spokesperson and collaborator with the Skechers footwear brand, joined forces in the company’s Super Bowl ads in 2023. The pair are proving that even two people with differing personas can collaborate successfully if both remain true to individual brand identity.
Collaboration and partnering between two creative and driven personalities can be risky. Setting clear, shared objectives and visions at the outset can help both parties avoid diluted messaging, misunderstanding, and inefficiencies. Work to align collaboration with shared or similar values and maintain open communications. Above all, put the terms and expectations of the proposed partnership in a written, legal document.
Fraser Cooke, Nike’s Special Projects Senior Director, says, “There’s no real point in collaborating with somebody unless it allows you to achieve something that you could not do otherwise. It has to be worth the while.”