What Might Your Brand Partnership Look Like?
Brand partnerships are one of the most popular forms of marketing right now and, as a facilitator of excellent partnerships, our team at Brand Culture often get asked about how they would work for an individual brand or business. We want to run through the benefits of brand partnerships, and discuss how they could look like for you. We’ve worked with hundreds of clients over the years, facilitating some exceptional partnerships that have led to immensely successful campaigns. We have a number of these campaigns recorded on our website, and we would also love to introduce you to a few of our favourites here today.
The Cheeky Panda and Kung Fu Panda; The Knight Dragon
In July 2022, Netflix launched DreamWorks Animation’s Kung Fu Panda series, an event that they wanted to celebrate. They reached out to us to find a partner for their campaign at the same time as The Cheeky Panda began working with us. The Cheeky Panda specialises in B Corp Certified bamboo paper products, like baby wipes and toilet paper. The two are a match made in heaven, as The Cheeky Panda had the chance to work with one of the best known pandas in pop-culture history.
Po, the Kung Fu Panda, will be featured on several hundred thousand packs of The Cheeky Panda products including their kitchen role and baby wipes. During this promotion, shoppers will have the chance to win a panda-themed weekend in Edinburgh. This offers The Cheeky Panda the chance for increased sales, and it offers Netflix and DreamWorks increased publicity and better viewership. We have high hopes for this campaign that will be running until the 30th September 2022.
Buy a Gift and Bad Guys
When it comes to hotly anticipated films this year, DreamWorks Animation’s The Bad Guys comes at the top of the list. Its successful release on the 1st April 2022 was helped in no small part by an effective marketing campaign and a great brand partnership. They came to us hoping for a partner who would help them to promote their storyline, including a thrilling heist story line, themes of what is good and bad, and, of course, family. For these reasons, we partnered them with Buy a Gift, a wonderful company who offer a range of experience packages that range from relaxing spa trips to adrenaline-pumping adventures. They were well matched.
The campaign involved offering a 15% discount code to those purchasing promotional packs and the creation of a ‘Bad Guys Hub’ on the Buy a Gift Website, which included the chance to win a family experience box. Additionally, the hub featured a number of interactive features, to delight and entertain their visitors. The campaign was a great success, with 22.9k entries into the competition and more than half a million total impressions. On the other side of the partnership, The Bad Guys made $3.1 million at the UK box office. It was, by all accounts, a very successful campaign.
Del Monte and Camp Cretaceous
Del Monte is an awesome company that sells a variety of products including fresh fruit, preserved fruit, fruit juices, fruit cups, ice creams, squeezies and so much more. We were so excited to team them up with Netflix to help them celebrate the release of the smash hit series Jurassic World: Camp Cretaceous. We love this collaboration because it’s so important to encourage health habits with children and dinosaurs are a great way to do this.
During this partnership Del Monte created themed packaging to go across their entire portfolio, totally in more than 25 million units. This was supported by a strong multi-media campaign, including Del Monte’s first TV advert in over thirty years, OOH, print and paid social media marketing.
They also built an amazing digital experience including a Dinosaur Challenge game that enables players to unlock specially designed AR Content as well as badges and rewards. These rewards even included the grand prize: a family trip to Universal Orlando Studios. It was a lot of work but it was certainly worth it in the end as the campaign was incredibly beneficial for both sides.
If you’d like to find out more about brand partnerships and what they would look like for you, then the best thing for you to do is to contact our team. We will be able to answer any questions that you might have and get you started on your own brand partnership.