Co-Marketing Campaigns Co-Create Value & Impact

As the world is moving onto digital, brands are focusing on a ‘digital first’ approach. With a changing business environment, companies are trying to replough their resources in new creative ways. Marketers are also experimenting with different tactics blending in conventional mediums and re-engineering touch-points onto digital channels.  

In the digital world today, consumers will engage with your brand across multiple channels, creating a dispersed consumer journey that must be tied together. This muddies the dimensions of ‘place’ and ‘promotion’ of the 4Ps. An effective marketing campaign is one that can bridge the gap between the consumer and the product and enable a mutually gratifying relationship. Also, the key to a successful marketing campaign is one that is based on a clear understanding of the customers’ needs, driven by insights and one that creates value.  

Brands need to remember the strength in collaboration and use it to strike meaningful conversations. Joining forces with others can make a difference. People are extremely creative, extremely innovative. Marketers should collaborate and use their strengths to strike meaningful conversations. Talking collaboration, especially in this digital day and age, co-marketing is a great way to co-create value.  

Benefits of Co-marketing 

Co-marketing not only builds trust among the audience but is beneficial as it allows the partners to capitalise on the strengths of each brand and use their collective might to amplify a common message. It also allows brands to broaden their audience sets, cross-leverage audiences, increase brand awareness and tap multiple channels at once. 

It is an efficacious method to co-create value and build brand equity. When partner brands collaborate to promote a shared good/ service, it boosts anticipation and results in a stronger recall amongst the audience. 

Executing a Successful Campaign  

We at Dolby launched a co-marketing D2C campaign -- Dolby Everywhere, aimed at educating the end-consumers about the Dolby difference available in the living room, at work, in the cinemas or on the go. This campaign created awareness about life-like experiences in Dolby, by connecting with consumers through their passion points like TV, Movies, Sports and Music. 

The agenda was to strike a chord with aficionados from across genres and educate them about the Dolby difference while consuming the content they love. For this campaign, Dolby partnered with brands like LG, PVR Cinemas, Netflix, Lenovo and Hungama Music to highlight the unforgettable experiences. The partner brands leveraged the film cutdowns snippets on their respective social media channels, thereby, amplifying the message and maximising the impact.  

Final Thoughts 

It is important to use the right media mix to enhance the awareness about the brand’s co-marketing initiative and must reflect the prevailing media consumption habits. 

Strong, relatable content, especially through video enables one to strike a chord with their consumers. Campaigns that ‘tell your story or ‘solve and not sell,’ are bound to leave a mark in the minds of the audience. We see these as opportunities, more than as a challenge, to connect with the right set of audiences. A co-marketing campaign can benefit companies of all sizes across all sectors. Therefore, more and more organisations are looking to embrace this approach to deliver exciting campaigns and make a huge impact.