👀 INSPO FOR YOU: THE COLLAB QUEEN RN 👀

One of the big topics that has been coming up a lot…and I mean A LOT… in my coaching calls with clients this month is the idea of “borrowing other people’s audiences.” This is a key strategy we are implementing now as we prep for a holiday, which is a season where brands can thrive if they create visibility in the months prior.

Borrowing another brand/person’s audience helps you create exposure and awareness (and it also can do the same for them, which is why collaborations are awesome). But making sure that collaborations are aligned and strategic is key. Otherwise they aren’t effective and may cause you to lose credibility.

I’ll share an example of a collab gone wrong below in a sec, but first take a look at Saie’s most recent partnership:

This is just one collab of many I have seen them do this year. I love it because it is on-brand and aligns with their target customer, so subscribers won’t open this email and say, “Wait… what?”

Which is exactly what I said when I saw that Winky Lux was partnering with Applebee’s to create a collection of chicken wing flavored lip glosses- I kid you not. 🍗

It made zero sense to me (and to the rest of their audience based on the social media comments) because well, what do chicken wings have to do with the brand? Where was the connection?

Here is why the example above from Saie works:

1. It wasn’t a random pick- Saie gifted a free polish in their brand color
2. The brand they partnered with was also a clean beauty brand, which is what their audience follows them for
3. They were able to expose themselves to potential new customers that may not know about the brand but would be interested in purchasing at some point because they share the same values as a brand they already know and trust.

The bottom line? 

Select collaboration partners strategically and ensure that your audience will also enjoy whoever you are linking arms with.

Three strategic ways you can collab with another brand or account this month:

• Create an exclusive bundle of products together
• Sponsor a brand’s newsletter
• Co-host an event

Which will you decide to jump on first? 

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