There’s Still Fortune in Fame

Why celebrity collaborations are NOT a thing of the past

May 8, 2024

The rise of (niche) influencers might make it seem like celebrity collaborations are a thing of the past. But the truth is, some of the most viral partnerships still come from teaming up with the right celebrity. Done strategically, these collaborations can be a game-changer for a brand’s image and do wonders for brand awareness.

Finding the perfect match

Celebrity co-branding can unlock new demographics and set you apart, but it requires careful planning. Who’s trending with your target audience? Take Skims, for example. The shapewear brand co-founded by Kim Kardashian partnered with Alex Cooper, host of the wildly popular “Call Her Daddy” podcast to prove that celebrity collaborations are indeed still a thing. Cooper’s upcoming wedding, a topic she openly discusses with millions, creates a perfect synergy for promoting Skims’ new Wedding Shop. This is a perfect example of strategic partnership as Skims have leveraged influencer marketing while also capitalizing on a real-life event in Cooper’s life, making the collaboration authentic and highly relevant.

Building lasting relationships

Remember Sofia Richie-Grainge, the “It girl” of summer 2023 after her extravagant French wedding? Jo Malone capitalized on her quiet luxury aesthetic by partnering with her as their brand ambassador. It all began in May with a simple video showcasing Sofia’s love for Jo Malone products, discovered at her in-laws’. This organic moment sparked a perfect collaboration between the young celebrity and Jo Malone. Millennials and Gen-Z audiences are now tuning into Jo Malone as a brand, proving the power of a well-matched partnership.

The right balance

There’s a sweet spot for brands – striking a balance between trending influencers and authentic connections and they definitely don’t have to be mutually exclusive. A shared cause or interest between the brand and celebrity makes the collaboration feel interesting and relevant. In fact, there’s plenty of room for success with long-term celebrity partnerships and we expect to see many more innovative collaborations in the future.