What do you get when you mix creamy cottage cheese with a colorful mini waffle maker? A Back-to-School campaign that hits all the right notes. Last year, our Breakstone’s team at Konnect Agency teamed up with our friends at DASH (yes, the ones with the ridiculously cute kitchen gadgets) to create a collaborative campaign that was as strategic as it was scroll-stopping.
Together, we cooked up a campaign that went beyond buzz. It delivered impact. But what made this partnership so successful? It’s not just about having marketing synergy — it’s ensuring the two brands are aligned in more ways than one. Our experts share their 5 lessons from executing great brand partnerships:
A Partnership of Total Alignment
Successful partnerships rarely happen by chance. They’re a reflection of thoughtful planning, aligned goals, and seamless collaboration between the two brands and influencer partners. After months of planning, executing and pitching, our experts gathered 5 lessons learned for a deliciously amazing brand partnership:
1. Shared Vision & Goals
Before the first waffle was flipped, we aligned on the “why.” Both brands should clearly define success metrics and align on the overall mission from the start. This creates synergy and keeps efforts focused. Defining shared KPIs and goals helped both brands move in sync from the start, ensuring every effort laddered up to a bigger mission.
2. Authentic Storytelling
Today’s audiences can sniff out inauthenticity from a mile away. It’s important to craft messaging that resonates with both audiences, blending brand voices authentically without diluting identity. This campaign worked because both brands stayed true to their voices while crafting messaging that resonated with the two communities—real families, real back-to-school chaos, and real solutions.
3. Leaning Into Strengths
Recognize and lean into each brand’s unique capabilities, whether it’s the product, its unique audience, technical expertise, or the cool factor. Breakstone’s brought the better-for-you protein. DASH brought the fun. Together, we combined function and flair to tell a complete story.
4. Cross-Channel Strategy
Ensure the partnership spans multiple touchpoints for a cohesive experience, including PR, influencer marketing, and multi-channel socials. Our Breakstones campaign wasn’t siloed. We spanned PR, social media, and influencer marketing to make sure we were where our audience lived. It’s the kind of integration that makes for a more cohesive, memorable consumer journey.
5. Open, Ongoing Communication
Regular check-ins and honest communication (from the start) keep the collaboration on track and adaptable in real-time. From wild brainstorms to real-time tweaks, open communication kept everything running smoothly. Having a collaborative spirit (and a lot of shared docs) helped us pivot when needed and keep the energy up throughout.
Final Thoughts
Of course, the most important element that’s needed for a successful partnership is a passionate team and a drive for excellence. Brand partnerships can be as big or as small as you make them. With a little help from your team, an aligned brand partner and a LOT of planning, you can make magic happen just about every time.