Successful International Brand Cooperation
Impactful Brand Collaboration as Transformation Booster
Motorcycle Brand x Toy Manufacturer
As an integral part of the strategic Project Moonride, I led the pioneering venture with a global toy maker, aimed at extending our brands reach and engaging new demographic groups through innovative partnership strategies. This collaboration represented a significant step in both companies' efforts to explore new paths in brand innovation and expansion.
Content displayed contains scenes from material copyrighted by LEGO A/S
Challenges
One of the primary challenges was securing internal and external buy-in. It was especially crucial to overcome internal skepticism to change in general. Also the project's impact beyond direct revenue and marketing potential needed careful explanation. Two brands with traditionally stringent criteria for brand partnerships were to collaborate on new terms by closely collaborating. Additionally, the project involved innovating within constraints, introducing a novel concept for a project that was new and unbudgeted.
Approach and Implementation
Recognizing the need for a strategic approach, I employed a mix of "submarine tactic" for internal project development and key stakeholder management, revealing the collaboration to a broader audience only after securing initial prototypes and drafts. This allowed me to make a convincing emotionalised bid adding weight to the data presented. My direct engagement with the senior management was instrumental in this process. I facilitated strategic meetings at the toy makers headquarters and personally transported motorcycle models to Denmark, which helped secure partnership approval.
Co-creation and Design Innovation
Under my leadership, the collaboration featured a co-creative process with designers from both companies. This initiative led to the creation of a motorcycle model and an innovative hover bike concept. These projects showcased a blend of technology and creativity from both brands, driving innovation and setting new benchmarks in product design.
Results
The outcomes of this collaboration were highly positive. The Lego model, priced at about €50, significantly surpassed sales expectations, reflecting the project's commercial success. Furthermore, a promotional video associated with the collaboration ranked among the brand's top videos, illustrating significant brand engagement and resonance with the target audiences of both companies.
This project not only reinforced our image as an innovative, accessible brand but also established a tangible connection between enthusiasts and the brand, extending into their living environments. It fostered a sense of pride and achievement within both organizations, serving as a reference point for future innovative initiatives and digital transformations. It proved a crucial reference project that helped accelerate my transformation strategy going forward.
Conclusion
The collaboration stands as an example of innovative brand partnerships. My role in facilitating this project through strategic planning, creative co-creation, and adept negotiation underscored the importance of vision and leadership in overcoming challenges and achieving substantial brand and product successes. This initiative not only achieved its goals but also demonstrated the potential for cross-industry collaborations to redefine brand engagement and introduce products that resonate with consumers on a global scale.
