In my opinion, collaborations between brands can be one of the most powerful ways to reach new consumers. It presents the opportunity to introduce two different types of people to a brand they typically may never use or be aware of, while simultaneously advertising a product and providing exposure.
Just last month, Glossier, a makeup and skincare company focused on enhancing natural beauty, announced a collaboration with the WNBA to help promote their two new products. The campaign was aired all over social media, including Tiktok, and featured prominent WNBA athletes such as Seimone Augustus, Lexie Brown, Gabby Williams, and more. Each athlete discusses what it means to be a woman in sports as well as their perception of beauty in an effort to empower others.
I think this was an incredible move by the public relations and marketing team at Glossier. Who better to promote a brand all about having fun, than female athletes who are living their dreams on the court! This story relates to FOX Sports because one thing we would love to see introduced to the app is female sports, and if this campaign was successful, it would be a great example to show to our client. Glossier understood their audience and what was important to their consumers, female empowerment, and this is something every business must consider before a collaboration.
For the WNBA, this is a positive story as well because it provides exposure. Unfortunately, women’s sports do not typically receive as much coverage, so by having these phenomenal athletes share something as simple as their skincare routine in fun and flirty videos, Glossier consumers are enthralled into the world of sports.
Another aspect Glossier used to help launch their campaign was their blog. Their blog is a place for people to come together and talk about their favorite beauty products. It’s unique because it does discuss other beauty brands, and isn’t necessarily just a way to advertise their own products. I would love to include something like this into our project as well because I think it’s important to create a community among all consumers across all brands that are in the same category and learn from each other. In this way, I think it could be effective to utilize the FOX Sports social tabs to have talent interact with users.
https://www.si.com/enfuego/news/wnba-stars-deliver-powerful-message-with-glossier-campaign