We’re always looking for ways to make social media work harder and smarter for our clients. This doesn’t just mean creating more content or chasing higher follower numbers. We believe it’s also highly effective to identify opportunities to connect brands with the right audiences, creating meaningful relationships and ultimately extending the reach of content. One of the simplest ways to do this? Brand collaboration.

When thinking of collaboration on social media, the mind easily drifts to contacting influencers and UGC creators to create a post, which can be costly. But, when the right brands come together in brand collaborations, they can combine their audiences and expertise to deliver something of extraordinary value. Our latest campaign for Heat Holders is a great example of exactly that.

Sleeptember Campaign

For September, we brought together our client Heat Holders with their charity partner, The Sleep Charity, along with another of The Sleep Charity’s brand partners, Belledorm, for a collaborative social media giveaway for ‘Sleeptember’.

This partnership was a natural fit. Heat Holders brought their expertise in cosy loungewear and sleep socks, Belledorm provided bedding designed to create the perfect sleep environment, whilst The Sleep Charity added its knowledge and expertise around improving sleep. Together, the three esteemed names created a prize that was highly relevant to all of their audiences. Combining these audiences is particularly valuable from a social media perspective.

Rather than just relying solely on Heat Holder’s existing following, we created a collaborative post shared across all three brands’ Facebook and Instagram accounts, meaning the posts could be reached by all three engaged communities, including those who may not have encountered Heat Holders otherwise. The data and results of the campaign showed the value of this approach.

The results? The giveaway generated over 31,000 views, with 2,229 entries and:

• 3,004 organic interactions on Instagram
• 1,468 organic interactions on Facebook

The content also received 578 shares and 177 saves, highlighting that people weren’t just passively viewing the giveaway, they were actively engaging with it and sharing it with others. It’s also important to note that the campaign outperformed last year’s giveaway, which was already one of Heat Holders’ best-performing giveaways. This campaign is an incredible example of how a thoughtful collaboration can take an already successful social format and make it work even harder.

Why Did It Work?

We believe there are a few key reasons behind the success:

1. All three audiences had a genuine connection through interests in sleep, comfort and wellbeing, meaning the giveaway and collaboration felt natural.
2. Each brand brought something different to the prize. By combining cosy socks and loungewear, luxurious bedding and sleep tips, the prize is seen as a must-have, giving audiences a reason to engage.
3. The reach of the content was extended by having three relevant audiences behind one piece of content, allowing us to introduce new potential customers to Heat Holders, whilst also giving existing followers something engaging and shareable.

Key Insights

For brands looking to strengthen their social media strategy, collaborations like this are definitely worth considering. Whilst influencer partnerships are a fantastic way to reach new audiences, brand collaborations are certainly worth looking at too.

If you’re thinking about embarking on a brand collaboration, think about the brands around you - which share your target audience? Where do your products or services naturally overlap? How could you create something that benefits all audiences? Feel free to get in touch with us if you’re looking for fresh ideas, strategic support or a helping hand in bringing your collaboration to life.