Fossil x The Flash
June 23 2023
Co-branding or collaborative marketing is a strategy where two brands come together to promote a product. It often involves newsjacking, which is when one of the brands is in the news and they capitalize on it.
Co-branding or Collaborative marketing is the coming together of two brands to promote a brand or a product. To maximise these marketing activities, they usually are planned when one of the brands is in the news and this is called newsjacking. If a brand launches a new special edition product co-branded with another brand in the news, this typically leads to lower CAC, higher conversions and even higher AOV, as these limited edition products are typically priced higher.
Here’s one such co-branding campaign that caught our eye. In view of the new 'The Flash’ screening in theatres, Fossil has collaborated with The Flash (The Flash x Fossil) in releasing a limited edition timepiece where only 1,030 will be made and sold.
This tactic is mutually beneficial for both parties involved as this is a new channel to reach a wider variety of audience. For example, die-hard fans of the comics will be more inclined to purchase their (possibly first) Fossil watch and similarly, loyal customers of Fossil will now know of this DC comics movie franchise. Hence, this limited edition collaboration is a great way to reduce CAC, increase AOV and improve conversions by inducing FOMO in customers.