Brands that constructively feed off each others ideas, perspectives, and resources can effectively expand both audience and reach through collaboration. Hence, successful brand partnerships can optimize brand loyalty through maximum exposure.
While consulting metrics about media engagement proves useful in mapping future campaigns, deeper rapport is built when your brand’s message is integrated into every step of the customer experience. Not only does developing a PR partnership with another brand offer potential for domestic and global expansion, it offers both brands a chance to refine their target audiences and capitalize on SEO.
When Buzzfeed agreed to work with Shopify and its 400,000 online retailers, the fashion network benefitted majorly from the backlinked product promotions embedded in Buzzfeed’s content, while the media network profited from the resulting Shopify sales. An innovative, interconnected partnership at the crossover between media and manufacturing, this alliance proved to be a PR power move. The e-commerce marketplace has forecasted a $4.5 trillion sales peak by 2021.
With access to resources, perspectives and insights from industry counterparts, PR companies can better showcase their flexibility and universality in a media landscape like that of today.
Just as Spotify and Uber used a collaborative campaign to relate to their audience on a new level by giving them the ability to play DJ during rides, Walgreens committed to proving their own endurance by taking on BirchBox pop-ups in several of its stores. Through deliberate and freshly unexpected PR partnerships like these, brands can alter how they are perceived while broadening their reach to a more hybrid clientele.
However, it is as important as ever to keep in mind that no matter an influencer or brands popularity, your PR collaboration efforts should always be mindful of the political climate and on par with current market trends.
Kendall Jenner’s cringe-worthy Pepsi Ad is the most shining example, as it triggered immediate backlash from all corners of the media, despite the model’s iconic celebrity status. When it comes to demoting the message behind a major anti-discrimination movement in the name of a can of soda, it doesn’t matter how popular of an influencer you are.
PR is all about keeping people engaged, interested and on their toes. Without the incentive to come back for more, branded promotional content is far less impactful. PR partnerships both optimize conversion rates and strengthen brand loyalty, all while readers and viewers become excited by what different brands can offer when they work together.