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<h2>Which brands were involved?</h2><p><br></p><p>Airbnb needs no introduction! A strong brand in its own right, AirBnB is an online marketplace that connects over 6 million people who want to rent out their homes with people who are looking for accommodations in specific locales.</p><p><br></p><p>Penguin are no small brand either! Whilst less prominent in their branding, they are the worlds largest publishing house - publishing books for well known names such as Michelle Obama amongst others.</p><p><br></p><h2><strong>What was the brand collaboration?</strong></h2><p>So, in 2020, Airbnb teamed up with Penguin to create a special edition of the book "The Art of Travel" by Alain de Botton. For those that aren’t aware, the Art of Travel takes a more philosophical look at why we travel and how to get the most out of the experiences we gain.</p><p>The old cover was thrown out and a bespoke, AirBnB special edition cover was created. There was even a foreword written by the founder of Airbnb, Brian Chesky.</p><p>The aim? Align the Airbnb brand to a more modern approach to travel by featuring this book across their properties. Chesky said the book is meant to remind us to think about why and where we travel, so we can make sure we're going where we really want to go.</p><p><br></p><h2>What we love about this cross marketing project</h2><p>This partnership smartly uses one of the many books in Penguin publishing’s back catalogue and repurposes it for a large client.&nbsp;</p><p><br></p><p>By rebranding the book cover, AirBnB create a sense of shared values and identity between book’s content - a philosophical and modern take on why and where we travel - and AirBnB’s modern take on finding places to stay across the world.&nbsp;</p><p><br></p><p>The collaboration allowed Airbnb to associate itself with a well-known and respected book on travel, enhancing its reputation as a provider of unique and enriching travel experiences</p><p><br></p><p>Equally, Penguin publishing house and the book author get more exposure to the exact audience that is appropriate for the content.&nbsp;</p><p><br></p><p>A win win for both parties.</p><p><br></p><h2>Where can I find out more?</h2><p><a href="(https://www.wired.co.uk/article/airbnb-alain-de-botton-the-new-art-of-travel)" rel="noopener noreferrer" target="_blank">The New Art of Travel</a> - Wired UK</p>

How to use existing content to boost your brand

Penguin x AirBnB

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Learn why sponsoring or rebranding existing content is a great way to reach your target audience and build brand awareness.

Get inspired - How to use existing content to boost your brand

<h2><strong>Which brands were involved?</strong></h2><p>Philadelphia is a well known brand of cheese, but not everyone is aware of how it is best used.</p><p>Asda are a giant of the super market world in the UK, previously owned by Walmart.</p><p>Penguin are the worlds largest publishing house, publishing books for well known names such as Michelle Obama amongst others.</p><p><br></p><h2><strong>What was the brand collaboration?</strong></h2><p>Unlike some collaborations, Penguin and Philadelphia worked together to create a cookbook from scratch. Going beyond a simple brand partnership (two brand putting their name to an existing product), creating a new product helped Kraft’s advertising campaign to promote Philadelphia as a delicious and easy ingredient for a quick meal.</p><p>The books were given as gift where customer’s bought more than one item. Effectively serving as a purchase incentive, as well as raising brand awareness in an effective location - the isles of a super market.</p><p>Additionally, the book was made available to purchase from Amazon, increasing brand awareness further.</p><h2><br></h2><h2><strong>What we love&nbsp;about this cross marketing project</strong></h2><p>This brand collaboration is extremely well executed.</p><p>By partnering with Penguin, Philadelphia get great brand exposure, and most importantly, outside of their core market and outside their normal reach.</p><p>Customers who do receive the book have more incentive to buy more product, to try the various recipes in the book.</p><p>The book, whilst free, acts as a purchase incentive leading to customer’s buying <em>more</em> of the product and additionally, Kraft get royalty payments, making the book a source of incremental revenue.</p>

How a Cookbook Brand Collaboration Increased Sales and Brand Awareness

Penguin x Philadelphia x Kraft

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A masterclass in partnership marketing execution. Read how a giveaway lead to more brand awareness for a supermarket product

How a Cookbook brand collaboration increased sales and brand awareness

<h2>What is the brand partnership?</h2><p><br></p><p>Change Please coffee is an award-winning coffee company and social enterprise. They uses the profits from selling coffee to support vulnerable homeless people in the UK.</p><p><br></p><p>Colgate is a well known American dental brand, known for producing oral hygiene products such as toothpastes, toothbrushes, mouthwashes and dental floss</p><p><br></p><h2>What is the brand collaboration?</h2><p><br></p><p>Driving For Change was a project taking two buses and transforming them into mobile havens for Londoners facing homelessness. These repurposed vehicles offered vital support services to over three thousand individuals each year, providing assistance such as virtual doctor's appointments, haircuts, on-site dental care and showers - not to mention invaluable aid in opening bank accounts or finding employment opportunities.</p><p><br></p><h2>What we love:</h2><p><br></p><p>We love this project, and also wanted to bring some attention to it’s good work! It’s disruptive and focuses on breaking the cycle of homelessness.</p><p>Whilst Change please is already a non-profit social enterprise, they benefit from raising brand awareness by partnering with a huge brand like Colgate.</p><p>The project provides Colgate with an opportunity to demonstrate their commitment to making a difference in the community, connect emotionally with their audience as well as increase brand awareness.</p><p><br></p><p><br></p><h2>Where can I learn more?</h2><p>https://changeplease.org/blogs/news/driving-for-change</p>

How Driving for Change disrupted homelessness in the UK

Change Please Coffee x Colgate

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Get inspired by how 2 brands collaborated to provide key services to the homeless. 

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<h2><strong>Which brands were involved?</strong></h2><p>With this converse collaboration, we’re not sure just how official this cross collab actually was, but we love it - so we had to include it.</p><p>China Town Market is a streetwear brand and bootleg label based in New York.</p><p>Nike needs no introduction at all, and is one of the largest brands on the planet.</p><p>Converse, equally, needs no introduction. A strong brand in it’s own right, it is actually owned by Nike since 2003!</p><h1><br></h1><h2><strong>What was the brand collaboration?</strong></h2><p>Mike, the founder of China Town Market, (now branded as Market) knew the Chuck Taylor shoe was a classic that could be the perfect canvas for something fun. He aimed to take two of the most demanded things in pop culture and smashing them together; the Nike swoosh and the Converse Chuck Taylor silhoutte.</p><p>Rather than persue instagram collabs, China Town Market created a 1 of 1 (a super exclusive shoe) - which was given to, worn and posted on social media by the NBA basketball star, Lebron James. This set the internet on fire and even led to Grammy award winning artist getting in touch with Mike to get her own pair.</p><p>Then missing context here is that Nike and Converse have never collaborated. So to see the brand assets merged into one makes this bootleg and instant classic.</p><p><br></p><h2><strong>What we love&nbsp;about this cross marketing project</strong></h2><p>The DIY nature of this collaboration. Let’s be clear - this is not a traditional brand collaboration. Nike didn’t officially collaborate, and doing guerrilla marketing like this is not exactly something that we’d advocate. However, it’s undeniable that the results catapulted the brand into the stratesphere.</p><p>So much so, that China Town Market has to rethink their brand name, when it outgrew it’s insular beginnings and began to be questioned by the wider Chinese community.</p><h1><br></h1><h2><strong>Where can I find out more?</strong></h2><p>You can read a little more <a href="https://hypebeast.com/2018/6/lebron-james-converse-chuck-taylor-bootleg-swoosh-sneaker-chinatown-market" rel="noopener noreferrer" target="_blank">here</a></p>

How a Bootleg Brand collaborated with two iconic brands

Nike x Converse x China Town Market

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Get inspired by this DIY approach to brand collaborations

Hecto | Nike x Converse x China Town Market

<h2>What was the brand partnership?</h2><p><br></p><p>Nomadlist is an online directory of cities and countries that are ideal for digital nomads to work from. It’s pretty cool, by our standards. It is a multifaceted brand, which led to the creation of a community where meetups can be arranged for nomads to meet like minded people.</p><p><br></p><p>RemoteOK is a spin off from the popularity of Nomadlist. Specifically, it is a remote work job board that firmly targets users whose career is digital based, rather than physical.</p><p><br></p><p>Buffer is a social media automation tool that helps businesses and professionals manage their online presence. It focuses on enabling users to plan, schedule and publish posts across many social media platforms.</p><p><br></p><p>Clearly, we can see that the audiences are aligned here, as the people that work with social media and would pay for buffer could be interested in a digital nomad lifestyle and would want to understand the state of remote working. Equally, many who have a digital nomad lifestyle use and post on social media and would be interested in the longevity of their current lifestyle.</p><p><br></p><h2>What was the brand collaboration?</h2><p><br></p><p>The two brands collaborated on the state of remote work report. This collaboration was a comprehensive survey of over 2,000 remote workers worldwide, conducted to examine the advantages and drawbacks of remote work by 2022.</p><p><br></p><p>What we love about this cross marketing project</p><p>Whilst the collaboration is simple - produce a report on something your audience is interested in - the real magic of this brand partnership is in the tight fit and alignment of audiences across the brands. There will be some buffer users that haven’t heard of Nomadlist and viceversa. This type of brand partnership helps all parties to raise awareness for their brand to targeted parties and most importantly - qualified leads.</p><p><br></p><h2>Where can I find out more?</h2><p><a href="https://buffer.com/state-of-remote-work" rel="noopener noreferrer" target="_blank">State of Remote Work Report</a></p>

How 3 Brands collaborated to raise brand awareness

Nomadlist x Buffer x RemoteOK