The Art of Collaboration

The art of collaboration is bringing together the perfect partnerships to get the right campaigns to the right audiences.

A global pandemic and its repercussions have inevitably had an impact on how we live, work, shop and connect. It’s also altered how we view the world including the brands we choose to support and how we respond to marketing.

Now more than ever, it’s time for businesses to rethink how to promote their ideas, values and services in a meaningful and engaging way that resonates with their audiences. This is where partnership marketing comes in…

Partnership marketing is essentially all about collaborating with another business, influencer, charity or individual, that shares a natural synergy with your brand. That could be a similar target audience, a shared ethos or a complementary product or service. By working together you both not only benefit from reaching a wider relevant audience but also having someone else tell your story gives you more brand credibility. Collaborations are also a great way to generate engaging content.

We’ve worked on various collaborations over the years, including:

Helping Rosie Rose to bloom
We started working with Rosie Rose at the end of 2020 to help raise their local brand awareness. An independent shop in Chichester, they sell unique homeware and clothing. Our aim was to promote both sides of the business to a targeted local audience, and it was important that campaigns were engaging and inspiring to boost the brand rather than just sales. In the last few months we’ve partnered with local stylists, interior designers, charities and business women. Top of our list of potential partners on the fashion side was Vicky Booker, a local Stylist and Personal Brand Coach. With a loyal following of local women looking for useful and realistic styling tips and advice, we knew Vicky was already a fan of Rosie Rose which made the collaboration much more natural and authentic. Vicky visited the store to film her Winter Edit, a series of videos showcasing her top picks with advice on how to wear each piece and what to pair it with. Vicky also appeared in a virtual fashion show we organised for the store during lockdown to help raise vital funds for local charity, Stonepillow. Read more here.

Beautifully Bespoke
When you find a partnership that works, there’s no reason you can’t revisit it! Our client W&W Jewellery is an independent bespoke jewellers in London. To help launch their new Jewellery Box Collection, a specially curated collection of one-off pieces, we partnered with luxury brand Pickett. A business that shares the jewellery firm’s passion for distinctive style, exceptional design and impeccable craftsmanship, they seemed a natural fit. Pickett provides luxury leather goods that are handmade in England including a selection of jewellery boxes and a bespoke offering. Working with the Pickett team, we coordinated a photo shoot featuring the jewellery pieces sat inside the exquisite jewellery boxes provided by Pickett. The beautiful imagery was then used by both brands across social media, PR and online with a story that celebrated British luxury artisans and crafts. Another campaign followed this which saw Trevor Pickett, founder of the business, guest curate a bespoke piece of jewellery with W&W.

Giving Back
It’s not just businesses that we help connect, but also charities. By linking up the right charity with the right brand, we create a way to give back to communities and highlight the values of the business whilst also helping to raise vital funds for important causes. In the last year when supporting our local communities has been so vital, we created a charity fashion show on behalf of Rosie Rose to raise funds for Stonepillow through the sale of their clothing collection. We also initiated a campaign for Warrenders Jewellers, which saw them donate a percentage of each sale to The Royal Marsden in Sutton.

The collaborations we come up with are designed with multi-channels in mind, so campaigns can be used not only for social media but also PR, e-newsletters and online content to help drive maximum awareness and measurable results.

If you’d like to find out how strategic collaborations can help your business, we’d love to hear from you.

Main photo via The Luminous


Receive your free PR calendar as well as regular advice and guides on all things marketing, PR and running a business.

Privacy Policy
Brightword Communications