Best Brand Collaborations of 2019

It’s no secret that brand collaborations are an incredible, effective way to grow a business, build buzz, increase sales & even shift brand perception through clever alignment. 2019 gave us some pretty incredible brand collaborations, so we asked some of the CollaboTeam to round up their favourites for inspiration, insights & WHY we love them so much.

 

Jess

 

WHO: Airbnb x Barbie

 

WHAT: Airbnb listed a no detail spared, Barbie Malibu Dreamhouse on their site. Available for only 1 stay, over 2 nights.

TYPE: Experiential & Social Media

 

 

WHY IT WAS AWESOME:

  • Plays on nostalgia
  • Executed to perfection
  • A fully immersive experience
  • Additional integrated collabs with celebrities/experts
  • A charity element with some proceeds being donated
  • Strong, on brand messages throughout the collab
  • Extremely limited availability, encourages FOMO/hype

 

Kendrick

 

WHO: HaloTop x QT Hotels Queenstown

 

WHAT: Halo Top (AKA ice cream) themed rooms at the QT Hotel in Queenstown. Included themed room decor, Halo Top cocktails and a custom Halo Top room service menu

TYPE: Experiential

 

 

WHY IT WAS AWESOME:

  • Amazing content opportunities
  • Highly shareable
  • Limited time with availability across July-August only
  • So many branded take home goodies for the guests
  • Maintains QT's quirky design while injecting Halo Tops fun brand
  • Ice cream in general, we love anything about ice cream

 

 

Gabby

 

WHO: Jimmy Brings x Spotify

 

WHAT: Limited edition wines which connect with curated playlists, perfectly paired by a 'Songmelier'. With a scan code on the bottles to unlock the tunes.

TYPE: Product / Social

 

 

WHY IT WAS AWESOME:

  • Interactive and fun for customers
  • Limited edition wine to push sales (FOMO factor)
  • Coincided with a launch into a new market to create buzz
  • On point creative direction including amazing copy
  • Included Australian TV personality Kate Peck in the campaign
  • Included the Jimmy Brings co-founders in the campaign
  • Three very different wines so there was something for every taste

 

Claire

 

WHO: Urban Decay x Game of Thrones

 

WHAT: Makeup brand Urban Decay collaborated with Game Of Thrones to bring fans a limited edition vault with products inspired by the show and the characters.

TYPE: Product

 

 

WHY IT WAS AWESOME:

  • Gives GOT fans a way to commemorate their favourite show, without buying tacky merch or something 'childish'
  • Collectors edition, limited run. majorly FOMO inducing
  • Not only colour themes and names, but makeup tools shaped like some of the famous weapons were included too
  • High shareability on socials and throughout the beauty community

 

Kiran

 

WHO: Paolo Sebastian x Disney

 

WHAT: A fashion collections and runway show designed by Paul Vasileff of Paolo Sebastian inspired by Disney, in particular the hugely popular movie franchise Frozen

TYPE: Product & Event

 

WHY IT WAS AWESOME:

  • Disney for adults, feeding on nostalgia
  • Execution was luxe feeling, not childish
  • It's ongoing, this was the second collab from the two brands
  • The creative direction transfered well onto the runway event
  • Disney is close to the designers heart, adding a beautiful layer of authenticity and meaning
  • An opportunity for both brands to reach new audiences
  • The collab is apparent, while still being subtle and classy

 

Tin

 

WHO: OpenTable x Hinge

 

WHAT: Dating app, Hinge partnered up with restaurant reservation platform, OpenTable to make date night a breeze! Customised restaurant recommendations based on budget, mood & location for a first date, within the app.

TYPE: Product - Online

 

 

WHY IT WAS AWESOME:

  • Who needs restaurant ideas based on budget & vibe? Practically everyone using Hinge. This partnership was perfect because it really considered the brands' shared target markets & their existing in-app habits.
  • It added value to their audiences in a big way, & allowed them both to reach new customers in a seamless, gamified way.

 

Brad

 

WHO: Netflix’s Stranger Things x Baskin Robbins

 

WHAT: Baskin Robbins rebranded much of their packaging to 'Scoops Ahoy' which was the fictional ice cream parlour in the show. This was supported with 6 limited edition flavours, influencer marketing, challenges and so much more.

TYPE: Product & Experiential

 

 

WHY IT WAS AWESOME:

  • Supporting challenges to find 'codes' were both digital and on products, which means it drove excitement AND sales
  • Limited edition helps create urgency and FOMO
  • Executed when Stranger Things was at peak hype
  • 'Scoops Ahoy' even featured on UberEats as a restaurant
  • International campaign for max coverage
  • America even created a 100% Scoops Ahoy branded food truck which looked like a ship, that people could eat in

 

Nick

 

WHO: Hey Tiger x Claire Ritchie

 

WHAT: When Hey Tiger released their new vegan range of milk & dark chocolate, they did it in style by partnering with artist, Claire Ritchie. Nostalgic, fun prints made this range extra tasty & the perfect gift.

TYPE: Product

 

 

 

WHY IT WAS AWESOME:

  • Bold prints didn't compromise on either brands' style
  • Opportunity to extend Claire Ritchie's work into food
  • Local collab between two Melbourne based businesses
  • Stunning content
  • Boxes come with a postcard about the collaboration, telling a story
  • Chocolate + artwork? A perfect match.

 

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