Category
Lifestyle
Assisted Choices
Trend cluster
Category
Co-Campaign
Brands collaborate with each other to offer distinct campaigns.
4.8
Trend score
Trend
What is the Co-Campaign trend?
Co-Campaign: Brands are looking to adjacent or unrelated industries in order to form unique, collaborative pop-up and experiential campaigns for their customers. These joint experiences prove the impact of cross-collaboration in being perceived as innovative by consumers.
Insight
The consumer insight behind the Co-Campaign trend
Collaborative brand campaigns are often created to appeal to Millennial and Gen Z consumers, who tend to be influenced by trends on social platforms rather than those that brands try to enforce. Brands that are able to authentically meet the engagement-based preferences of these consumers are able to tap into a demographic that prioritizes shareability and experience in their purchase decisions.
Trend themes
Themes within the Co-Campaign trend
Three behaviours holding the trend together01
Collaborative Pop-up Campaigns
Brands are collaborating with each other to offer unique pop-up and experiential campaigns that appeal to Millennial and Gen Z consumers.
02
Cafe-Based Pop-Ups
Pop-up shops are being hosted in cafes, merging two industries and selling products like cosmetics and highlighting color palettes for a unique customer experience.
03
Experiential Product Demos
Product demonstrations are taking on an experiential nature, such as using hairdryers to simulate wind and test outerwear performance or using eggs as a symbol of mental health advocacy.
Industry implications
What the Co-Campaign trend means for industry
Where the trend changes the playbookFor
Fashion & Design
Collaborative pop-up campaigns offer disruptive innovation opportunities for brands to create unique, immersive experiences that tap into Millennial and Gen Z influencer preferences.
For
Food & Beverage
Cafe-based pop-up shops offer disruptive innovation opportunities for brands to co-brand and partner for sales of complementary products to offer a unique customer experience.
For
Consumer Electronics
Experiential product demos offer disruptive innovation opportunities for brands to create memorable, shareable product demonstrations that leverage technology and psychology.
Workshop question
Conceptualize a collaborative pop-up space with a business in an industry unrelated to your own.
Trend signals
Trend signals for Co-Campaign
Trend score 4.8 out of 10, from popularity 66%, activity 69%, freshness 8%.
Popularity66%
Activity69%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Co-Campaign trend
5 featured examples from Nov 2, 2017 to Feb 4, 2019CategoryMarketing
Collaborative Streetwear Newspapers
Supreme and the New York Post Made a Limited-Edition Newspaper
Collaborate with other brands or media outlets to create limited-edition streetwear products and drive consumer interest.
CategoryFashion
Collaborative Designer Pop-ups
The Chanel X colette Pop-Up is Opening Its Doors in Paris
The co-branded designer pop-up trend presents opportunities for disruptive innovation in the fashion retail industry by encouraging collaborations and unique customer experiences.
CategoryMarketing
Egg-Inspired Mental Health Ads
Hulu Taps the World_Record_Egg for a Positive Super Bowl Message
Disruptive innovation opportunity: Implementing innovative approaches to advertising campaigns that focus on mental health and social causes.
CategoryFashion
Co-Branded Outerwear Pop-Ups
The Arrivals and Dyson Collaborated on an Experiential Installation
Fashion brands can team up to create unique experiences for consumers to differentiate themselves and boost sales, as demonstrated by The Arrivals and Dyson's outerwear pop-up.
CategoryLifestyle
Cafe-Based Cosmetic Pop-Ups
Glossier and Rhea's are Partnering for This Unique Retail Experience
Cosmetic brands can explore partnerships with cafes and restaurants to expand their retail footprint and engage with a new audience.
