In an era where consumers are bombarded with thousands of marketing messages daily, cutting through the noise requires more than just great products or clever advertising—it demands strategic creativity. Brand partnerships have emerged as one of the most powerful tools in the modern marketer's arsenal, offering a unique opportunity to amplify reach, build authentic connections, and drive meaningful revenue growth. By combining forces with the right partner, brands can tap into new audiences, create buzzworthy moments, and deliver the kind of authentic experiences that today's consumers crave. But not all partnerships are created equal, and the difference between a successful collaboration and a missed opportunity often comes down to strategy, alignment, and execution. Here's what you need to know to build partnerships that don't just create buzz—but drive real business results.
Today’s consumers are more connected, mobile-first, and content-hungry than ever before. They’re not just scrolling - they’re looking for content that feels authentic, grabs attention, and reflects their values. To stand out, brands need content that earns a thumb-stop in an oversaturated space. One of the most effective ways to do that is through strategic brand partnerships. When two like-minded brands team up with a clear, aligned strategy, they can create campaigns that resonate across platforms and drive real engagement. Finding the right partner is important, but how you collaborate is what makes the impact last.
Partnering with brands or influencers who already have the trust of your ideal audience can instantly boost brand credibility. It’s a powerful way to expand your reach into new markets while deepening awareness of your existing followers. Consumers crave fresh ideas and creative initiatives from the brands they follow. When a partnership introduces something new, exciting, and relevant, it not only captures attention; it builds long-term affinity.
A successful partnership starts with picking the right partner—one that offers mutual benefit and aligns in values, audience, or aesthetic. When those elements click, your storytelling potential multiplies without diluting your brand identity.
Just like with any campaign, it’s essential to set clear goals and define what success looks like upfront. Strong partnerships are multi-dimensional. They span across channels, include interactive or immersive elements, and focus on engaging the audience rather than just pushing sales. When done right, revenue will follow.
Tactics that can bring a partnership to life include:
Some of the most effective collaborations come from unexpected pairings. Two brands from different industries may have a shared audience. Here are a few unexpected brand collaborations that have caught our attention:
Heinz and Absolut Vodka collaborated to create the Heinz x Absolut Tomato Vodka Pasta Sauce, inspired by a viral TikTok pasta alla vodka recipe. Initially launched as a limited-edition product, it sold out in just four days due to high demand. This partnership showcased how brands can leverage viral trends and social media to create buzzworthy products that resonate with consumers.
E.l.f. Cosmetics partnered with canned water brand Liquid Death to release a gothic-themed makeup kit, complete with black lipstick and eyeliner, packaged in a coffin-shaped box. The collection sold out in just 45 minutes, demonstrating the impact of bold, unconventional collaborations.
Other times, two brands in the same space can join forces to become a powerhouse within their target community. Here are a few examples from the Adcom team:
Both Adcom clients in the trades industry with a huge overlap in target audience of plumbers and HVAC technicians who are looking for new innovations that can provide efficiency on the job. RIDGID makes the tools that activate the Viega press fittings as an alternative to having an open flame and soldering pipe connections. We’ve activated the partnership many times over the years serving mutual benefit, through social giveaways, in-person tradeshow activations and influencer collaborations.
Gaming is very popular among the younger generations, particularly in the trucking community. WST activated a partnership with ATS to reach a new generation of 5M trucking enthusiasts through in-game promotions, livestreams and influencer collaborations to encourage players to enter an experiential sweepstakes. ATS has a massive audience across platforms, and the co-created content generated record numbers across metrics, including impressions, engagements and entries for the event.
When Cleveland was in the path of totality for the 2024 solar eclipse, local clothing brand Ilthy launched a collaboration collection with NASA to commemorate the phenomenon. Adcom supported Destination Cleveland through all stages of the eclipse coverage, from driving awareness to in-person event coverage. Through longstanding relationships, we facilitated a social media collaboration to amplify the clothing line drop and celebrate the big moment in Cleveland.
At Adcom, we don't just talk about the power of strategic partnerships—we actively facilitate them. We've been proactively setting up meetings between our clients in similar industries to connect, share challenges and learnings, and explore collaboration opportunities. The conversations were incredibly valuable for everyone involved. Recently, when our client, Rheem, was visiting us in Cleveland, we arranged in-person meetings for them to connect firsthand with our Oatey and RIDGID client teams. The discussions were fantastic, sparking new ideas and potential collaborations that hadn’t been considered before. It's this kind of relationship cultivation and industry expertise that allows us to go above and beyond for our clients, creating meaningful connections within our core pillar industries
Strategic partnerships don’t just create buzz - they build loyalty. Limited releases and exclusive offers tap into the psychology of scarcity and FOMO, encouraging faster decisions and more excitement. With the right tools, partners can track performance through shared data, custom links, and campaign metrics. That transparency leads to better results and clearer ROI.
It’s simple, collaboration builds trust and awareness. When brands work together in meaningful ways, it sends a message to the consumer: we understand your interests, we value your attention, and we’re creating something special just for you. These are the kinds of moments that turn one-time buyers into lifelong brand advocates.
At Adcom, we know how to bring those opportunities to life. Ready to create something that clicks with your audience? Let’s talk.
Abbey Kay started as an Adcom intern fresh out of Ohio University in 2020 and has been climbing the social media ladder ever since. As a Senior Social Media Specialist, she's passionate about building online communities and crafting strategies that make brands feel genuine. Day to day, she leads social strategy for clients in the trades and building materials vertical, helping brands connect with their audiences in ways that actually matter—because even tool companies deserve to have a personality online.