Collaborative Marketing Campaigns

These campaigns are based on mutual benefit and typically bring together the creative visions, resources, and social media followings of the collaborators to generate content that is not only cohesive and engaging but also engaging to several different target audiences.

Collaborative marketing campaigns in social media take many forms. They might be co-branded giveaways. They might be a series of joint content. They might be a happenstance collaboration with an influencer who promotes both brands. They might be a live event cleverly pulled off by two or more profiles. They might be a hashtag challenge that both collaborators are encouraging their audiences to field. The work of pulling off these campaigns falls mostly to the brands' marketing teams, and they are largely done through the platforms of the two collaborating brands.

These kinds of campaigns are very effective at maximizing brand exposure, building trust, and diversifying audience demographics because they let each participating entity get in touch with a new or potentially overlapping audience that might not have been engaged otherwise.

The collaboration could involve posting content on both parties' accounts, jointly creating new products or promotions to be displayed on social media, or enacting some kind of aligned messaging that gets across the shared objective and look-and-feel of each partner's platform.

These campaigns depend largely on communication, the alignment of brand values, and consistent branding across social networks to ensure authenticity and optimally engage followers.

In an era when establishing profound connections with consumers is crucial for a marketing win, cooperative marketing campaigns succeed by what they're able to do, and do well: tell amplified stories; optimize their marketing expenditures because they can SEE each other; create organic interactions; ascertain the power of the cooperative's social media presence; and, generally, cut through the digital marketing din to establish a greater visibility and increased loyalty that's sustainable over the long haul.