This past November, CBS and Paramount+ presented a two-hour sports comedy about pickleball called, “Pickled,” that featured over a dozen celebrities and one exclusive sponsor — Claussen. Who better to partner with a show about the rising sport phenomenon with a name evocative of a deli favorite than the Kraft Heniz pickle brand? 

The result was charming, and undoubtedly created word of mouth among those who tuned in — for both the show and the brand stunt. Two ads for the price of one; the value of partnership marketing. 

What is partner marketing?

Partner or partnership marketing is a term that refers to collaborative marketing techniques in which two or more brands join together to build a strategy or campaign that promotes their products/services with equal benefit.

This term encompasses a few techniques such as:

• Co-branding
• Exclusive/full sponsorship of experiences or events
• Affiliate marketing
• Influencer marketing
• Product placement
• Joint product or content development
• And more.

Picking the right partners 

When it comes to building a partner marketing campaign or strategy, brand alignment is #1. In other words, does it make sense for these two brands to be seen together? Will it uplift them both? But there are other factors to consider as well when choosing a partner:

1. Brand alignment – Again, this is #1. Do you have similar goals? Messaging? Tone of voice? Do you have respect for (or aspiration toward) the other brand’s messaging and recognition? 

2. Clear, shared goals  – What are the key goals of the partnership? Are they measurable and projected to benefit both parties? If one partner stands to benefit considerably more than the other, you’ll get an imbalanced partnership or one that could sour.

3. New audience or market opportunities – Does this partnership open up access to valuable new consumers? Would it give you visibility in certain markets or platforms that you would otherwise not have? You and your partner’s target audiences should be similar enough that the messaging feels relevant, but not entirely overlapping – otherwise, where will new business come from?

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Building an effective partnership marketing campaign

When you’ve reviewed those key factors and identified a partner to work with, that’s when the fun begins. Bringing together two brands is an opportunity to be creative and introduce something new – whether that’s a product, experience, event, or simply a more entertaining or engaging ad. When working with your partner, keep a few things in mind:

1. Explore new ideas – This is an opportunity to think outside of the box. Since you are balancing two brand identities, look to learn from one another’s past successes and signature styles to create something new.
2. Prioritize value – Remember that while fun is great, you’re goal is still to provide value to your consumers. Keep your eye on the prize – the key goals you’ve set for the campaign – and make something your audiences will care about. 
3. Lean into the synergy – You’re coming together for a reason. You know it, and your audience will too. Lean into it. Have fun with it. And if it doesn’t at first glance, make it make sense.
4. Communicate clearly – This is probably the biggest key to a successful partnership. Communicate, communicate, communicate. Communicate to one another what the process will be, who will be involved and what success looks like. A poorly planned or miscommunicated strategy will show in the final product and will impact your campaign’s effectiveness. 
5. Think long term – Some partnership campaigns may capitalize on a trend or a moment, but the ones that work best are those that can run for the long term. As you work with your partner, think about how the relationship might evolve and continue to benefit both parties over time.