Understanding that creating connections between your brand and your customers is what motivates action, is the key to brand activation. The most successful way we have seen brands achieve this activation is through multichannel marketing, and personalization.
Let’s access the Chipotle and e.l.f brand collaboration as an example of cross-industry activation and collaboration.
Chipotle and e.l.f cosmetics might seem like an unlikely pair, yet the two companies see it differently. ‘e.lf.’s mission is to make beauty accessible to every eye, lip, and face while Chipotle’s aim is to make better food accessible to everyone.’ Although the two companies are associated in different industries they found a commonality in each other through their company values, and therefore their customers.
Chipotle and e.l.f have been in collaboration for over a year now. Their first collaboration came during the start of the COVID-19 pandemic with a makeup line and virtual prom after-party. Almost exactly a year later the partnership launches another Chiptole themed eyeshadow palette, and custom-themed products like the avocado-shaped makeup sponge.
This collaboration has proved to be successful for the two companies as it drew in new consumers to e.l.f and grew the companies awareness through the buzz of the unique collaboration.
Chipotle and e.l.f Cosmetics have found success due to the alignment of the customers values and overall their target market. This crossover in their consumer segments is what has made their collaboration seamless, despite it not seeming logical at first glance. I think the cross-industry brand collaboration is a highly successful and unique way to tackle brand activation. When reflecting on similar brand collaborations, Cheetos and Forever 21 came to mind. Similar to Chiptole and e.l.f, we two varying brands align with budget friendly consumers. Both brands in this instance catered to young adults and teens, this was the cross-over in their consumer segments. They recognized this, acted on it, and gained profitability all around.
People love the brands they are loyal too, so why don’t these brands find cross-industry collaborators more often?