#brand-partnerships

#brand-partnerships

In September, after a year and some change working in corporate fashion, influencer Hannah Krohne quit her full-time job and made a leap that is becoming increasingly common in the ever-changing world of social media. Krohne, who was previously working in strategy and merchandising for British fashion retailer ASOS, had been posting fashion and lifestyle-related videos online since her sophomore year of college.

Ye turned to print for his latest apology for past antisemitic remarks and merchandise, linking the actions to a past 2002 injury. The popular artist formerly known as Kanye West took out a full-page ad in The Wall Street Journal's section A - a page that typically goes for a five-figure sum. The Monday ad - one of the artist's longest at over 700 words - addressed 'Those I've Hurt'.

Since entering the U.S. market in 2008, candy maker Hi-Chew has developed a loyal Gen Z fan base by building a lifestyle brand through key partnerships across fashion and gaming, as well as deploying buzz-worthy in-person activations. Such efforts helped U.S. product sales surpass $100 million in 2021. Last year, parent Morinaga America announced plans to expand U.S. production capabilities based on strong demand. Going forward, Hi-Chew - which is a top-selling candy in Japan and is celebarting 50 years in business - is hoping to connect with Gen Alpha, a cohort it is still learning about while maintaining a relationships with existing customers

The nearly 6-foot-long swabs, called Quge-tips, feature in a parody of TV infomercials where a fictional spokesperson, Bruce Neptune, shows off a variety of applications, from dusting off heaps of pollen to cleaning up a crime scene. Quge-tips are available at a website for $35 a piece while supplies last. Q-tips has enlisted the help of other brands, including Doritos and Goodyear, and content creators to get the word out on social media.

This is after Mike's Hot Honey announced a collaboration with Bush's beans, and Austin Eastciders, and Utz chips, and Taco Bell. You can get Mike's Hot Honey on your KFC order, or on pizza and wings from Pizza Hut. And despite partnerships with national corporations and fast food, you can also still probably find it on a pizza at whatever wood-fired Neapolitan-ish place showed up in your neighborhood a decade ago.

It takes a certain kind of advertiser to want to promote its brand alongside a headline like "RFK Jr. Greets Trick-Or-Treaters With Big Bowl Of Ape Glands." That's a real headline on The Onion, by the way. It's no surprise, then, that the satirical news site has to get creative with its marketing and monetization, CMO Leila Brillson told AdExchanger. Unlike other well-known publishers, name recognition doesn't automatically make The Onion a desirable advertising partner. Or, rather, it depends.

The Goodnight Moon room has been faithfully re-created-down to the red balloon, bowl of mush, and cow jumping over the moon-for a new immersive suite at the Sheraton Boston Hotel. The room can accommodate up to two adults and two children, and a booking in the suite comes with perks like four tickets to the View Boston observation deck, a $150 daily food and beverage credit, complimentary moon and star cookies.

"As the definition of talent continues to evolve, so must the systems that support it," said Andrew Ruf, Managing Partner at Paradigm. "Reign Maker Group has built a scalable process that meets creators where they are, with an eye towards where they're going. By combining our global reach with their innovative infrastructure, we're able to accelerate opportunities for a new generation of talent and the professionals who represent them."

Select Management Group These three managers have a knack for growing brands: In 2020, Arias orchestrated a partnership between Sarah Cheung and incubator Gloss Ventures to launch SACHEU Beauty. Berger sold TikToker Eli Rallo's fiction debut, I Hope Eden Reads This, which releases next month. Teng signed My Sister's Skin, two sisters who focus on mature skin, when they had just a few thousand followers. They now have over 100,000.

"The global lifestyle company behind Hello Kitty has launched "Kuromi's Mischief Mansion" - a month-long celebration that seamlessly blends digital gaming, retail experiences, and limited-edition merchandise across multiple major partners including Hot Topic, Roblox, Crocs, Liquid Death, and BoxLunch. This isn't just another seasonal marketing push. It's a strategic blueprint for how food and beverage brands can create immersive, multi-touchpoint campaigns that drive both online engagement and in-store sales while building long-term brand equity."

Sephora isn't just shaping beauty-it's shaping culture. From its trendsetting beauty festival to partnering with Hulu for its Faces of Music docuseries to sponsoring women's sports, the brand has become a force at the intersection of beauty, entertainment, and lifestyle. Under the leadership of Artemis Patrick, CEO of Sephora North America, the company is amplifying this influence while also embarking on its largest capital project yet: a full redesign of all 600+ North American stores over the next five years.

New York's cannabis industry is one of the fastest-growing markets in the country, and one brand has carved out a distinctive presence in record time: Silly Nice. Founded on craft values and an uncompromising dedication to quality, Silly Nice has quickly grown into one of the most recognized names in New York's legal cannabis market. With products already stocked in more than 150 licensed dispensaries across the state-and new locations being added every week-the brand has reached an exciting stage of expansion.

MrBeast previously paid retail prices for many products, including beverages, gym equipment, and dozens of Teslas. Under its new CEO, Jeffrey Housenbold, Beast Industries is seeking to get the products featured in videos for free or better, figuring lots of brands will gladly do so to appear alongside the world's most famous YouTuber. The effort is being aided by an eight-person brand partnership team.

"Sydney Sweeney's recent participation in an American Eagle commercial sparked a bizarre controversy, connecting her brand partnerships to heated cultural debates and social media frenzy."

"We're moving away from traditional influencer partnerships toward authentic, relatable moments that truly resonate," said Lea Huruglica, emphasizing the shift brands are making in their promotional strategies.

Golf creators are capitalizing on the sport's new cultural relevance, attracting more brand deals than ever, due to the influx of fans and modern content.

"Our audience is always looking for an opportunity to drive savings and get affordable things, but also get messages that are personalized and relevant for them."

A powerful way to reach and engage new audiences is through innovative brand partnerships, which can substantially drive business growth even for smaller brands.