# Co-Campaign Brands collaborate with each other to offer distinct campaigns. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Nov 6, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/cocampaign ## Key Figures - Trend score: 4.8/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Nov 2, 2017 to Feb 4, 2019 - Published: Nov 6, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Co-Campaign trend ### 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. ### 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. ### 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. ## What the Co-Campaign trend means for industry ### For 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 for Co-Campaign Trend score 4.8 out of 10, from popularity 66%, activity 69%, freshness 8%. - Popularity: 66% - Activity: 69% - Freshness: 8% ## Examples of the Co-Campaign trend 5 featured examples from Nov 2, 2017 to Feb 4, 2019. - [Collaborative Streetwear Newspapers](https://www.trendhunter.com/trends/supreme-and-the-new-york-post): Supreme and the New York Post Made a Limited-Edition Newspaper (Category: Marketing) Implication: Collaborate with other brands or media outlets to create limited-edition streetwear products and drive consumer interest. - [Collaborative Designer Pop-ups](https://www.trendhunter.com/trends/chanel-x-colette): The Chanel X colette Pop-Up is Opening Its Doors in Paris (Category: Fashion) Implication: The co-branded designer pop-up trend presents opportunities for disruptive innovation in the fashion retail industry by encouraging collaborations and unique customer experiences. - [Egg-Inspired Mental Health Ads](https://www.trendhunter.com/trends/mental-health-ad): Hulu Taps the World_Record_Egg for a Positive Super Bowl Message (Category: Marketing) Implication: Disruptive innovation opportunity: Implementing innovative approaches to advertising campaigns that focus on mental health and social causes. - [Co-Branded Outerwear Pop-Ups](https://www.trendhunter.com/trends/outerwear-pop-up): The Arrivals and Dyson Collaborated on an Experiential Installation (Category: Fashion) Implication: 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. - [Cafe-Based Cosmetic Pop-Ups](https://www.trendhunter.com/trends/glossier-and-rheas): Glossier and Rhea's are Partnering for This Unique Retail Experience (Category: Lifestyle) Implication: Cosmetic brands can explore partnerships with cafes and restaurants to expand their retail footprint and engage with a new audience. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)