FIND THE ANT TO YOUR DEC: HOW A PERFECT PARTNERSHIP CAN GROW YOUR AUDIENCE
4 April 2023
Port and Stilton, Peanut Butter and Jelly - some things are just meant to go together.
Finding the perfect partner for your brand can be an effective and rewarding way to engage new audiences and help you grow.
The most important step is finding a brand that has a natural alignment with your brand’s own values and purpose – and is engaging similar audiences that are likely to find your proposition appealing. At Kallaway one of our values is creative collaboration. One of the ways we live this value is by linking up clients who could potentially benefit from working together to develop mutually beneficial campaigns.
Sometimes these partnerships can be significant in size, such as a national arts sponsorship, while others can be focused and purpose-driven for a specific audience.
It’s this focused approach we took for KidZania London, a family attraction based in Westfield White City, and The Mouth and Foot Painting Artists (MFPA) a group of artists who paint without the use of their hands and sell products featuring these artworks to provide financial independence for their disabled artists.
Both brands share the same values of inspiring young minds through creativity and entrepreneurship. We identified these shared values and brought the two organisations together via a unique workshop programme that saw MFPA artists engage directly with children at KidZania.
MFPA artist Tom Yendell showed children how he draws using with his mouth or feet and challenged them to try it for themselves. He talked to the children, sharing his story and his journey to becoming an accomplished artist, encouraging the children to pursue their dreams, regardless of any physical limitations they may have.
Our press campaign leveraged the strengths of both brands to secure coverage in key media titles and lifestyle blogs, while our influencer campaign brought new followers to the brands online.
Through our partnership initiative these brands were able to create a unique and memorable way of engaging their audiences.
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