We run a lot of brand partnerships and carefully assess the merits of every approach. We also see a lot of vague and generic call-outs. ‘My client is a parenting brand, we’re looking to collab with parenting brands.’ ‘My client is a parenting brand launching something, we’re looking for other parenting brands to include in the goody bag.’

While it’s absolutely ok to get involved for awareness purposes, it’s important to assess the strategic goal for your brand in the partnership and equally the return on investment for your effort. How will the activity add value to the brand equity and drive more meaning to your existing and potential customers?

Here are our top tips for assessing if a collaboration will be valuable:

1.    Does the collaboration leverage unifying qualities that will enhance your brand heritage?
 
Working for years with Peg Perego, Italy’s leading heritage nursery brand was a gift. We arranged various collaborations with other premium Italian brands established in the UK parenting market such as Piccolo Foods, The Chiappas Sisters and Divertimenti, each execution driving meaning into the Peg Perego brand as a leading Italian manufacturer to be trusted. 

2.    Do the brands share a vision and mission that will deliver a deeper connection to your target consumer?
 
It’s no secret we have worked with Start-Rite Shoes and Micro Scooters, so connecting the two brands appears to be a lazy no brainer. When you consider that both brands stand for adventure, movement, healthy development, innovation and quality, and they are both intrinsically linked to the school gate you can see how their collaboration is a perfect match that drives a deeper connection to an audience who also align with these qualities.

3.    Do the brands have complementary, non-conflicting offerings?
 
Graco is an established brand with an extensive range in the nursery industry, however it does not sell change bags - a necessary accompaniment to any family taking a day out with a baby. The Myavo stroller launched in 2023, it was a step change for Graco in the UK: a cool looking one hand box fold, with an even cooler price tag. Enter, Babymel. A premium, cool change bag brand with an audience who might not have considered Graco in the past, but who the Myavo stroller would have significant appeal. The resulting social collab was one of our most successful to date.   

4.    Can the collaboration leverage brand expertise or products USPs?
 
It was our privilege to raise awareness of Hopes Relief, Australia’s number one natural Eczema cream and support many children and families in the UK living with this difficult condition. To leverage National Eczema Week, we worked with baby swimming specialists, Turtle Tots to support parents who wanted to take their child swimming but were concerned about irritating their dry skin. The collaboration created a platform for Hope’s Relief to demonstrate their expertise and put the product range in front of an audience of parents where it served an immediate need.

5.    Will the collaboration add value to your existing customer?
 
Last year we devised The Graco Village. An online platform to support parents on a range of issues, signposting them to experts who can help. The success of the platform hinges on the experts that we engage because the added value and association drives meaning that Graco is also an expert in its category.

Working with experts in baby sleep, post-natal depression, road safety groups and baby development, we have engaged key media partners and influencers to drive awareness of the platform and deliver a valuable service to parents who need support.

One of the latest partnerships is with Brytespark, biomechanists and experts in human movement. Their content explains to parents why health visitors insist children are moved frequently from their car seats. Parents know they should move their children, but they don’t really know why. This partnership adds significant value to the conversation around car seat safety and child protection and raises Graco’s credibility as a manufacturer by not just selling the product to parents, but caring about the families who purchase it.