{"id":46173,"date":"2024-10-25T13:27:00","date_gmt":"2024-10-25T12:27:00","guid":{"rendered":"https:\/\/www.socialshaker.com\/?p=46173"},"modified":"2026-06-24T01:56:16","modified_gmt":"2026-06-24T00:56:16","slug":"co-branding-competitions-to-boost-visibility","status":"publish","type":"post","link":"https:\/\/www.socialshaker.com\/en\/blog\/2024\/10\/25\/co-branding-competitions-to-boost-visibility\/","title":{"rendered":"Co-branding competitions to boost visibility"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span style=\"font-weight: 400\">How<\/span> <b>to amplify the impact of your message,<\/b> <span style=\"font-weight: 400\">increase brand awareness and reach a wider audience? Among the most effective marketing strategies to boost visibility, we find co-branding or the act of capitalizing on other brands to gain visibility.  Co-branding is a strategic partnership between two organizations whose interests converge in a communication campaign or a common product\/service. <\/span><\/p>\n<p><span style=\"font-weight: 400\">But because it&#8217;s not enough to simply double the number of calls to action in order to achieve your strategic objectives, multi-brand campaigns have to <\/span><b>compete with each other in terms of originality if they are to find their audience.<\/b><span style=\"font-weight: 400\"> In this article, we take a look at the <\/span><span style=\"font-weight: 400\"><a href=\"https:\/\/www.adictiz.com\/blog\/comment-organiser-un-jeu-concours-qui-repond-aux-objectifs-strategiques\/\">marketing competition format<\/a><\/span><span style=\"font-weight: 400\">. This will allow you to boost your visibility through co-branding. <\/span><\/p>\n<p><span style=\"font-weight: 400\">What are<\/span> <b>the benefits of a co-branding strategy?<\/b><span style=\"font-weight: 400\"> What are the different uses depending on your objectives?<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2>What is co-branding ? <\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span style=\"font-weight: 400\">Co-branding is a marketing strategy in which<\/span><b> two companies enter into a partnership<\/b><span style=\"font-weight: 400\"> by co-creating and marketing a common product or service. This operation therefore serves to promote both brands simultaneously.  <\/span><\/p>\n<p><b>Within a multi-brand partnership, <\/b><span style=\"font-weight: 400\">we tend to distinguish between so-called &#8220;ingredient&#8221; brands, which benefit from a higher profile and visibility, and so-called &#8220;partner&#8221; brands, which benefit from this alliance to reach a wider audience.<\/span> <\/p>\n<p><span style=\"font-weight: 400\">The cornerstone of co-branding is therefore<\/span><b> the choice of this famous partner<\/b><span style=\"font-weight: 400\">. This can be based on a number of criteria and strategic interests for both parties:<\/span> <\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Complementary value propositions<\/b><span style=\"font-weight: 400\">, with each partner benefiting from the expertise of the other to enhance the relevance of its product or service ;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\"><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Complementary audiences.<\/b><span> The two companies may have audiences of similar size, but among different consumer groups or in different markets. Co-branding will allow each partner to extend their area of influence to a new audience.<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2>The benefits of co-branding for brands<\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span style=\"font-weight: 400\">While they are never strictly equal in terms of what they bring to partnerships, each co-branding player enjoys <\/span><b>significant advantages<\/b>.<\/p>\n<p><span style=\"font-weight: 400\"><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Synergy:<\/b><span style=\"font-weight: 400\"> co-branding makes it possible to combine the strengths and competitive advantages of the two companies so that they can gain expertise or recognition in a specific marketing or reach a wider audience.<\/span> <\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\"><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Cost sharing.<\/b><span style=\"font-weight: 400\"> This partnership also enables brands to halve their advertising and promotional costs and expenditure. <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\"><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>New audience.<\/b><span style=\"font-weight: 400\"> By opting for a partnership with one brand, companies can easily access the customer base of the other brand. This is an excellent way of reaching new marketing segments, a new type of consumer, etc.  <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\"><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Strengthening the brand image.<\/b><span style=\"font-weight: 400\"> Associating with a complementary brand (in tis value proposition or range of product\/services) essentially improves the perception and credibility of your company. <\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h2>The multi-brand marketing competition technique<\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p><span style=\"font-weight: 400\">Co-branding is <b>an ultra-effective marketing lever to boost brand visibility<\/b> and grow your customer base. But like all marketing levers, it is not enough on its own to <a href=\"https:\/\/www.socialshaker.com\/en\/blog\/2024\/06\/14\/10-examples-of-competitions-for-every-purpose\/\">achieve its strategic objectives<\/a>. <\/span><\/p>\n<p><span style=\"font-weight: 400\">For a campaign in partnership with another brand to resonate with the communities of both brands, it must be based on an innovative format that captures and engages consumers beyond the original partnership betwen the companies.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Gamification offers a number of advantages when two brands are associated. it introduces interactivity, promises rewards and give users the chance to test their skills or challenge each other. <\/span><\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h3>The benefits of marketing gamification<\/h3>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p><span style=\"font-weight: 400\">By building<\/span><b> a campaign around a competition<\/b><span style=\"font-weight: 400\"> (such as a creative challenge,<\/span><a href=\"https:\/\/www.socialshaker.com\/en\/blog\/category\/marketing-game\/\"><span style=\"font-weight: 400\"> instant win<\/span><\/a><span style=\"font-weight: 400\"> or<\/span><a href=\"https:\/\/www.socialshaker.com\/blog\/2023\/08\/10\/comment-faire-un-tirage-au-sort\/\"><span style=\"font-weight: 400\"> prize draw<\/span><\/a><span style=\"font-weight: 400\">), partner brands can benefit from:<\/span> <\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>The virality of competitions: <\/b><span style=\"font-weight: 400\">gamification encourages sharing, which naturally increases the reach of the co-branding campaign (particularly on social networks).<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\"><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Increased engagement with their respective communities.<\/b><a href=\"https:\/\/www.socialshaker.com\/blog\/2023\/07\/06\/jeux-concours-strategie-marketing\/\"><span style=\"font-weight: 400\"> Competitions<\/span><\/a><span style=\"font-weight: 400\"> attract attention and encourage active participation from consumers (usually to win a reward or benefits) ;<\/span> <\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\"><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>A higher conversion rate. <\/b><span style=\"font-weight: 400\">The contest allows you to offer discount coupons, vouchers, or even complementary products as prizes. It is therefore an excellent way to share effective incentives to encourage participants to make a purchase by going directly to the online stores <\/span><span style=\"font-weight: 400\">two brand&#8217;s online <\/span><span style=\"font-weight: 400\">or physical shops.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\"><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Customer date collection. <\/b><span>To participate in the contest, users will have to fill out a form. This will allow brands to collect relevant information about their respective audiences as well as <\/span><span>optins.<\/span><span> They ca then reactivate this data in future campaigns (retargeting, for example). <\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3>Example of a multi-brand marketing competition<\/h3>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;||50px|||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><a href=\"https:\/\/www.aubert.com\/?srsltid=AfmBOopNGpRP4QL39IQe8dtWihUP6G8zGryxf_sqX2fEcylGIiO_YNI_\"><span style=\"font-weight: 400\">The Aubert brand<\/span><\/a><span style=\"font-weight: 400\"> uses co-branding via marketing competitions. The company has used this lever on several occasions  <\/span><b>to reach a wider audience. <\/b><span style=\"font-weight: 400\">As well as developing and marketing products and services co-designed with its partners, Aubert has chosen to gamify its campaigns by offering the respective communities the chance to win them free of charge via a competition. <\/span><\/p>\n<p><span style=\"font-weight: 400\">The products and services on offer will enable the two partners <\/span><b>to leverage their respective expertise<\/b><span style=\"font-weight: 400\"> and boost their value proposition to a shared audience: young parents.<\/span> <\/p>\n<p><span style=\"font-weight: 400\">The competition format is designed to<\/span><b> arouse the curiosity of this consumer segment<\/b> <span style=\"font-weight: 400\">and engage them by offering the chance to win that product or service for free. The mechanic is simple: just fill out an entry form for a chance to be selected in the prize draw. <\/span><\/p>\n<p>[\/et_pb_text][et_pb_image src=&#8221;https:\/\/www.socialshaker.com\/wp-content\/uploads\/2024\/09\/aubert-formulaire-2.webp&#8221; alt=&#8221;aubert co-branding&#8221; title_text=&#8221;aubert-form-2&#8243; align=&#8221;center&#8221; _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;95%&#8221; min_height=&#8221;660.9px&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2>3 tips for a successful co-branding competition<\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span style=\"font-weight: 400\">To replicate the success of Aubert&#8217;s co-branding campaigns, you need to: <\/span><\/p>\n<p><span style=\"font-weight: 400\"><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>ensure that your target market and rand image are aligned\n<p><\/b><span style=\"font-weight: 400\"> and consistent with those of the partner brand. The two companies must share common values while targeting related but different audiences;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\"><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Meet the needs of your audience. <\/b><span style=\"font-weight: 400\">The campaign in partnership with another brand must meet an identified need in its market. The value propositions of both partners is strenghtened because they benefit from each other&#8217;s expertise. <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\"><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Adapting the mechanics of your competition to the challenges of co branding<\/b><span> . <\/span><span><a href=\"https:\/\/www.socialshaker.com\/en\/blog\/2024\/04\/26\/what-prizes-for-marketing-competitions-our-tips\/\">The prize<\/a><\/span><span> must be related to the world of both brands (and preferably linked to the co-created product or service). But you must also plan to announce the winners on their respective channels or include an opt-in for the partner brand.<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><i><span style=\"font-weight: 400\">Co-branding is a powerful lever to boost visibility with a wider audience. By opting for a contest, your co-branded campaign will naturally gain virality and engagement.  Discover <\/span><\/i><a href=\"https:\/\/www.socialshaker.com\/en\/solutions\/#catalogue\"><span style=\"font-weight: 400\"><i>our interactive mechanisms<\/i><\/span><\/a><i><span style=\"font-weight: 400\"> to boost your communication and capture the attention of your respective audiences!<\/span><\/i><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How to amplify the impact of your message, increase brand awareness and reach a wider audience? Among the most effective marketing strategies to boost visibility, we find co-branding or the act of capitalizing on other brands to gain visibility. Co-branding is a strategic partnership between two organizations whose interests converge in a communication campaign or [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":45560,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[40,143],"tags":[],"dipi_cpt_category":[],"class_list":["post-46173","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-animation-marketing","category-animation-marque-et-secteurs"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 tips for a co-branding competition<\/title>\n<meta name=\"description\" content=\"Find out how to launch your own co-branded competition to maximise the performance of your marketing campaign!\" \/>\n<meta name=\"robots\" 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