Celebrity Collaborations Brought Big Wins in 2021

Celebrity Collaborations

Celebrity Collaborations Brought Big Wins in 2021

Brands took full advantage of the power the right celebrity collaboration can offer in 2021. We saw some returning stars as well as some new pairings. From coffee to shoes to diamonds, it seems like everyone is jumping on the celebrity collaboration band wagon. And we are here for it.

It’s clear to see why brands are collaborating with celebrities more and more each year. According to Morning Consult, 40% of the Gen Z population said they would be more likely to go to a fast-casual establishment if it was endorsed by a celebrity. Considering Gen Zers account for approximately 30% of the population, that 40% isn’t a number that can be ignored.

However, we can’t forget that people (aka consumers) also tend to have short memories. Morning Consult also found only about 16% of those surveyed were able to match a celebrity with the brand they’d worked with. This means brands have to continue to innovate and, at times, reimagine their current and/or future celebrity collaborations.

Let’s take a quick look at five celebrity collaborations we saw win big in 2021:

Tiffany & Co. + Beyonce and JayZ

Tiffany & Co. has been working to appeal to the key demographic, Gen Z, and what better way to do that than with an appearance by the Queen Bey herself, Beyonce (and yes, JayZ was there too). This wasn’t Tiffany’s only attempt to attract a younger audience, they recently launched their marketing campaign “Not Your Mother’s Tiffany’s” to bring the spotlight on themselves and gain attention from more Gen Zers. But we digress, let’s get back to Beyonce.

Notably, Tiffany’s “About Love” collection marks the first time Beyonce and JayZ have appeared in a campaign together. And Tiffany’s didn’t hold back when it came to the promotion of the collection. They released a video campaign with the same name as the collection that featured the couple and included Beyonce singing a cover of “Moon River” (made famous in “Breakfast at Tiffany’s” for those too young to know the reference). 

Check out the video below to see how well this video not only showcases Beyonce’s vocals but also gives us a glimpse into Beyonce and JayZ’s relationship and love for one another. Oh, and of course, the stunning jewelry.

Adidas + Beyonce

We already know Beyonce’s amazing vocal range, but now we’re going to take a look at how far her style and celebrity range is. From 128 carat diamonds to leisure wear, Beyonce can fit right in with both audiences.

In February 2021 she launched her third Ivy Park collection with Adidas, Icy Park. What makes this collaboration unique is that Beyonce actually owns the Ivy Park brand (because there’s nothing Beyonce can’t do apparently). The collection was announced just weeks before its release and was completely sold out in days.

While a celebrity being part of a brand is a huge selling point, it was more than just Beyonce’s name and face that made this collaboration so successful. Both Adidas and Beyonce share a commitment to creativity, equity and creators. According to Adidas, the relationship is based around a “set of core principles including the importance of women in leadership, shared ownership, empowerment, and collaboration.” 

Adidas Collab with Beyonce

Crocs + Justin Bieber

Yes, you read that correctly if you didn’t already know. 2021 saw a second collaboration between the rubber clogs manufacturer and singer. This time Crocs released a Classic Clog in lavender (Justin’s favorite color, there’s a whole story behind it) along with a pair of socks and Jibbitz charms.

This 2021 celebrity collaboration really showcased the unmatched impact of digital promotion of a celebrity collaboration. Launchmetrics tracked online and social activity from March to July 2021 and found placements that mentioned the collaboration generated $6.6M in Media Impact Value™ (a Launchmetrics algorithm that associates a monetary value to posts, articles and interactions). Additionally, Justin Bieber’s participation contributed to $1.6M in Media Impact Value overall. 

Crocs and Justin Bieber

Reebok + Cardi B

The collaboration between Reebok and Cardi B started in 2019 and has been going strong ever since. Their latest collection was released in August 2021 and was described as “a visual representation of Cardi B’s real, raw persona.”

One of the key factors that has made this collaboration a success (besides having Cardi B a part of it) is the inclusivity the collections offer. The Cardi B collections are available in inclusive colors, materials and sizes that range from 2XS to 4X so all Cardi B fans can enjoy.

This collaboration also showcases the power of partnering with a celebrity. One example is the fact that one of the shoe styles part of Cardi B’s collection, the Club C, sold out in the US in under 30 minutes. 

A big contributor to this type of demand is the celebrity’s social media reach. According to a Social Studies Intelligence Report, Cardi B’s 2020 Instagram followers grew nearly 50% from 2019, adding more than 25 million followers. When it came to her collections with Reebok, Cardi B shared pictures of her wearing apparel from the collection and promoting the release. 

So how far can one post really reach? During a single week in October 2020, Cardi B shared 11 posts and experienced 40.82 million interactions to those posts. When choosing which celebrities to collaborate with, brands have to take into account the digital reach celebrities bring with them.

Cardi B

Dunkin’ Donuts + Charli D’Amelio

Fashion and apparel brands aren’t the only brands who see big results when collaborating with a celebrity. 

In Fall 2020, Dunkin’ Donuts partnered with Tik Tok star Charli D’Amelio to introduce “The Charli”, a cold brew with whole milk and three pumps of caramel, D’Amelio’s go-to order. In February 2021, Dunkin’ and D’Amelio partnered again and launched the “Charli Cold Foam”, “The Charli” with Sweet Cold Foam and cinnamon sugar on top.

So why the encore so soon? Well, because the launch of “The Charli” brought a 57% increase in mobile app downloads on the first day of its release. Additionally, the company sold hundreds of thousands of the beverage in the first five days of the launch. Reportedly boosting Dunkin’s cold brew sales by 20% on the first day and 45% the following day. 

With numbers like that, how could they not expand the collaboration? D’Amelio came into the collaboration with over 100 million Tik Tok followers, that’s an audience no brand can buy. 

Dunkin’ did a fantastic job not just relying on the promotion of “The Charli” from the Tik Tok star herself. D’Amelio promoted a contest through her Tik Tok account that allowed followers to enter for the chance to win their own signature drink on the menu at their local Dunkin’, along with a personalized video shoutout from D’Amelio.

But wait, there’s more! Dunkin’ also knows how important it is to consumers that brands they support are giving back. For their second collaboration, Dunkin’ committed to donate fifty cents for every “Charli Cold Foam” purchased during a specific two day period – up to $25,000- benefiting the Dunkin’ Joy in Childhood Foundation.  

The Charli

2021 brought us a number of surprises, including some surprise celebrity collaborations. But one thing remained consistent, brands partnering with the right celebrity can see big results. The power of a built-in audience and ability to create a collection for that audience is unmatched. We love seeing the unexpected collaborations, the collaborations that recognize the need for inclusivity and how brands can use their celebrity collaboration success to give back. We can’t wait to see what celebrity collaborations 2022 will bring us!

The Power of Celebrity Collaborations (How to Collab with Brands)

brand-partnerships-examples

Celebrity endorsements are as old as Pheidippides running from the town of Marathon, Greece, to Athens in 490 B.C wearing his Nike sandals, well maybe not actually Nike, but you get the drift. Celebrity brand endorsements are nothing new, and whether we like it or not, celebrity endorsements have become such a common factor in people’s daily lives that our world has become heavily influenced by their social commentary. 

They are powerful, and moreover, successful. However, today’s celebrities are going beyond simple endorsements and are actually collaborating on new product lines. Celebrities are well aware that they can become a marketable product and many have created personal brands that keep them in the spotlight well past whatever made them a star, especially in the luxury ecommerce space. 

Consider one of the most well-known collaborations between Michael Jordan and Nike; he hasn’t laced up a pair of basketball shoes competitively since 2003, however his brand is still iconic within the athletic apparel industry. Going well beyond a simple product endorsement, Jordan became a brand, and many more celebrities are now leveraging the spotlight to influence similar brand partnerships.

Let’s dive into some of our favorite brand partnership examples and if you need help improving your ecommerce operations, make sure to check out our other great content on:

The Best Brand Partnership Examples and Celebrity Collaborations

Some of our favorite successful celebrity collaborations include:

Kanye West, Adidas, and the Yeezy Brand

Yeezy-celebrity-collaboration-with-adidas

Kanye West and Adidas co-branding the Yeezy brand. The combination of Kanye’s personal brand and Adidas’ growing streetwear segment has been incredibly successful with almost a 14% increase in earnings for Adidas since the partnership began feeding on the cult-like frenzy of the Yeezy following.

Rhianna and Puma

Grammy award-winning artist Rhianna went beyond a simple spokeswoman role with PUMA when she became a brand ambassador for an entire women’s line overseeing collaborations in apparel, footwear, and accessories. 

Beginning in 2015, when she released her first footwear collaboration, the Creeper, which sold out within hours of its presale launch, she has since gone on to create an entire fashion line called FENTY PUMA by Rhianna

Based upon her experiences growing up and having to wear uniforms to school, she wanted to create a line that was completely different and fun. Not only has the line been praised by fashion critics and bloggers alike, but PUMA has also had over a 180% increase in searches on their site since the collaboration began.

A$AP Rocky and Guess

asap-rocky-guess-celebrity-collaboration

GUESS teamed up with rapper A$AP Rocky to create a collection of apparel and accessories for both men and women, based upon his well-known style and interest in the fashion industry. Focusing on the $ to replace the “S” in throwback 90s GUESS patterns, the nostalgic line utilized his platform to “show kids what they missed out on”.

David Guetta and GH Mumm Champagne

In 2014, Maison Mumm announced a collaboration with world-famous DJ, David Guetta. Together, they redesigned the famous G.H.Mumm Cordon Bouge champagne bottle. The special limited collector’s edition bottle was a perfect fit to leverage Guetta’s brand. It featured a platinum design that emulates a mirror to reflect nightlife and DJ LED lights to create a stunning and attractive effect. G.H.Mumm launched the limited-edition champagne in tandem with Guetta’s new music video Dangerous. 

The collaboration is a perfect example of how a luxury brand can position its product with a celebrity that appeals to a valuable target audience. The champagne was sold in nightclubs to command a premium price markup, fit the environment, and the packaging grabbed the attention of anyone on the dance floor. 

Taylor Swift and Keds Footwear

Keds footwear collaborated with Taylor Swift back in 2013 to develop a sneaker line featuring some of Swift’s favorite things, including mini guitars and polka dots alternating with paw prints. Swift’s audience loved the sneakers because they helped them connect with their favorite artist. The variety of designs at an affordable price meant they could purchase multiple sneaker designs without breaking the bank. 

The collection was available worldwide on Keds.com, TaylorSwift.com, Nordstrom.com, and Journeys.com. All styles were only $50 and each pair featured a silver heart of Swift’s favorite number, 13, or a guitar pick with Swift’s logo. Keds perfectly leveraged their partnership with Swift to appeal to a specific target audience and give them sneakers that incorporated their idol’s favorite things to create a unique, tangible appeal. 

Fashion Nova and Cardi B

And we would be remiss to leave out Fashion Nova’s collaboration with Cardi B. The “Bodak Yellow” rapper who turned her social media clout into a successful music career, sold out her first line of 82 styles raking in over $10M last November, while her latest line sold out within minutes of its release making over $1M in under 24 hours.

How to Find the Best Target Celebrity Partnerships

Brand collaborations are nothing new, especially in the fashion world. Utilizing a particular fan base in order to develop target audiences, is exactly the type of data point that Nogin can take advantage of to help drive sales for a brand.  

Take for example Nogin’s partnership with Blue-Star and Bebe Rexha. The two-time Grammy-nominated artist, Bebe Rexha has partnered up with fashion brand bebe for their empowering national marketing campaign ‘BEBE LOVES BEBE’. The campaign was created to celebrate the powerful idea of loving and accepting yourself, feeling incredible at any time, all the time. 

With the help of Nogin, Rexha has been appearing in the brand’s Fall 2019 campaign, which has been running throughout the U.S. on social, out of home, and in print since the launch of Vogue’s September issue.

Nogin is a full-spectrum ecommerce partner and leading provider of customized, end-to-end digital commerce solutions for retail brands. Underpinned by first-in-class technology, the company’s mission is to help brands navigate the complex online environment to effectively attract, retain and increase customer leads. 

Nogin’s enterprise ecommerce solutions include website development, performance marketing, business intelligence, merchandising and planning, brand-focused design, retail imaging and video, full-scale warehousing and fulfillment, and world-class customer care. Our exclusive ecommerce platform seamlessly merges with your company’s current eCommerce provider to leverage more efficient operations and greater data capabilities to increase revenue while saving on marketing and operating costs. 

Check out some of our impressive case studies, including Blank NYC. We were able to build their website from the ground-up and helped them experience 100% growth in the first year and a 50% increase in conversions. We also helped Muck Boots build a multimillion-dollar online business by leveraging our Core Logistics® technology to grow their online business by 300%. 

We can also help you find the best celebrity partnerships to help your brand explode its growth. Our company has the resources to not only provide you the best eCommerce solutions to outperform the competition, but our comprehensive services can take substantial weight of your own internal operations. Keep up-to-date with our latest news and send us a message below to chat with a member of our team. We can chat about your brand’s current struggles and how we can leverage our services to lessen your load while exploding your growth.