The Rise Of Celebrity Collaborations In Promotional Merchandise

With so much noise to cut through to capture the attention of our consumers and clients, it’s no wonder that many brands are turning to the power of celebrity collaborations via promotional merchandise. From celebrity-branded giveaways to influencer partnerships, more and more businesses are using the power of existing audience reach and established celebrity identities to connect with their target audiences. 

While there are plenty of benefits that can come from these celebrity collaborations, if they’re not strategically planned and executed, these campaigns can run the risk of falling flat - or sending the wrong message altogether. We’re evaluating why celebrity collaborations in promotional merchandise are on the rise, as well as what brands need to consider when chasing their own star power.

Why do celebrity collaborations work for promotional merchandise?

Everywhere we turn, the power of celebrity is undeniable. A new generation of influencers is also building strong followings within niche communities, building celebrity experiences within all manner of scales and interests. This instant recognition within an established community of fans and followers can act like rocket fuel when it comes to the potential of a celebrity collaboration. 

When an established personality or famous individual offers their endorsement to a brand or a product, this can result in immediate increases in credibility and desirability. Successful collaborations are designed to:

• Make the most of the celebrity’s existing trust. Since their fans already have a genuine and earned connection with that celebrity, this trust can be ‘borrowed’ by a brand via a promotional merchandise collaboration.

• Further brand reach. Brands who strategically leverage the power of celebrity promotional merchandise collaborations can enjoy the benefits that come with reaching a large quantity of potential customers in one fell swoop.

• Build significant levels of ‘hype’. Limited-edition merchandise can drive demand, turning promotional products into exclusive items that fans are fighting to get ahold of.

• Create viral marketing opportunities. Looking for your brand to go viral? A paid ad is rarely the way to do it. Celebrity-endorsed products can often result in viral marketing moments, with fans flocking to share, post, and engage, increasing overall brand awareness. 

For example, in May 2021, McDonalds partnered with global superstars BTS to offer both the band’s ‘signature order’ and a merchandise line that included hoodies, purple bathrobes, socks and sandals. From uniquely labelled fry boxes through to featuring the band’s music in a commercial that dropped at the same time, this holistic celebrity collaboration used the power of promotional merchandising to elevate in-store experiences and fan brand recognition. 

How to strategically design a celebrity collaboration across promotional merchandise

As with all promotional and marketing activities, building a successful celebrity collaboration that results in attention-grabbing promotional merchandise requires significant strategy. Key areas to consider when conceptualising a potential collaboration opportunity include:

• How is the celebrity in question relevant to your brand? Fans and audiences can smell inauthentic marketing a mile away. By working with a celebrity whose audience has strong crossovers with your brand’s, you can make the most of a natural fit with your industry and your brand’s messaging.

• Where is the authentic point of connection? Does the celebrity have any personal connection with your product or service, and how can this be heightened within the collaboration?

• How are they perceived by their audience? Sure, millions of followers can be a strong starting point - but is this a voice that’s trusted or despised by their audience?

Once you’ve found an authentic and exciting fit, it’s time to consider your promotional merchandising opportunities. Think limited-edition releases, co-branded designs that can incorporate the celebrity’s personal style or existing brand, premium product quality, and functional, engaging product choices. By using promotional merchandise that aligns with the core message of your brand collaboration, you’ll improve the overall audience experience, adding credibility and satisfaction into the branded experience. 

The world of marketing and consumer engagement evolves daily, but celebrity collaborations in promotional merchandise are a tried and tested strategy that can truly move the needle in building meaningful results. If you’re looking to cut through the noise and craft a brilliantly executed celebrity collaboration, Brandconnect’s wide range of premium quality branded merchandising opportunities are ready for you. Find the support you need to strategically design, source and execute your promotional merchandise collaborations with our expert team by your side!