I’m very excited to be able to bring you a real life example of how collaborations work between brands. Or, at least, how they can work when they’re done well. And, to make it even more exciting, WE HAVE A CASE STUDY. Oh yes. How collaborations work between brands using a real life example. The real life example uses Hiho Silver, who recently completed a superb competition online that allowed people to win a lovely prize each day for 10 days, to celebrate reaching 10k fans on Facebook.
How collaborations work between brands… and why it matters
If you follow this blog you will know that I am a big fan of collaborations. Why? Because they work. They generate feel-good for everyone involved. Customers win. Businesses win. And it doesn’t have to cost all that much either. What’s not to love? Collaborations can add lots of value to your brand, your followers and the company you’re collaborating with too.. so why doesn’t everyone do it? It’s simple, it takes quite a bit of leg work and often an ability to put your brand’s needs on a level to brand you’re collaborating with. For everyone to win. Everyone needs to win. But that’s a whole different blog.
Now, onto the case study – Hiho Silver
As you may or may not know, I am very proud to count Hiho Silver as a client and the people behind this brand as friends. Hiho Silver is interesting for so many reasons, not least because of the amazing exclusive country and equestrian jewellery designs they create. But more about that another time (or just follow them on Facebook or Instagram, or have a look at their website to see for yourself!). Another thing that is superb about Hiho is the company’s ability to fully embrace new ideas and work with others. It’s refreshing, forward thinking and is one reason the brand is as successful as it is.
ANYWAY. To celebrate Hiho Silver reaching 10k fans on Facebook, it was decided that we’d create a competition to thank the fans for their continued support. The Hiho Facebook community is a special one and gratitude is a theme that runs through everything Hiho does, and it’s always nice to have a reason to celebrate. As it was Hiho’s 10k, it was decided that one prize would be offered each day for 10 days. And that fans could enter on Instagram and/or Facebook. The entry mechanisms were slightly different (and native to each platform), but both options were there to give people maximum opportunity to get involved. So far, so good.
So, where does the collaboration come in? And how do collaborations work between brands?
Hiho collaborates with a number of brands throughout the year on a range of different projects, so it made sense to speak to some of Hiho’s ‘friends’ to see if they wanted to be part of the celebrations. Why? Just to get free stuff? No. It was more than that. The brands that Hiho collaborates with have been chosen because they have a similar target audience – ie – they make/sell products and services that the majority or a significant portion of Hiho customers would be interested in. For this competition, Hiho decided to speak to Annabel Brocks (who provided a stunning Contrast Leather Belt), Evemy & Evemy (who provided a Pluma Silk Scarf), Mackenzie & George (who provided a Chatsworth Belt and personalised keyring), Femmes Fatales (who provided a day’s shooting) and Fairfax & Favor (who provided a Pembroke Handbag). In addition, Hiho provided an Exclusive Hammered Pheasant Necklace, an Exclusive Spinner Ring, an Exclusive Cherry Roller Bangle with CZ Roller and a Leather Wrap with horseshoe or cartridge slider. So there were 10 prizes in total. And so it began. One prize a day for 10 days… and didn’t Hiho’s fans love it! Oh yes. And then some.
Did the brands involved benefit from the collaboration?
And did the brands that were involved benefit too – oh yes. Exposing some of their products to Hiho’s fans and followers (and their fans and followers as people frequently shared posts on Facebook even though this wasn’t an entry mechanism… because it can’t be according to Facebook terms and conditions). Hiho put together two graphics each day during the competition and posted these on its various social channels. In many ways it was a simple competition, but the planning to make the simple competition work was quite involved. Worth every second, but it takes time. To make collaborations work between brands – between anyone – you have to dedicate some time to the cause. And then the results really mean something. And everyone wins. Which is what it’s all about!