In this issue, we will explore the topic of collaborative marketing, which is defined as two or more brands working on initiatives for the benefit of the collective. We will also share four case studies on how some brands in the MENA region have successfully implemented collaborative marketing, and the lessons we can learn from them.
Marketing term of the day: Collaborative Marketing Strategies
Collaborative marketing strategies are when two or more brands collaborate on marketing initiatives that benefit both parties and their audiences. Collaborative marketing strategies can take various forms, such as:
- Comparative advertising: Is when a brand compares its product or service with a competitor, usually highlighting its advantages or superiority. This strategy can help a brand differentiate itself from the market, increase consumer awareness, and persuade customers to switch brands.
- Piggyback (Coattail) marketing: A brand utilizes an existing message (of another brand) to highlight its product or service, usually done without the consent of the original brand. This strategy can help brands save on costs, gain exposure, and benefit from the reputation of the other brand, but it can also be risky, unethical or illegal, depending on the circumstance.
- Synergistic marketing: Two or more brands create a message greater than the sum of its parts, enhancing each other’s impact. This strategy can help brands create value for their customers, leverage their strengths, and achieve mutual goals.
- Co-branding: Two or more brands collaborate to create a joint campaign leveraging combined brand equity, offering a unique value proposition. This strategy can help brands increase customer loyalty, reach new markets, and differentiate from competitors.
- Symbiotic marketing: When brands form a relationship which is beneficial for all involved brands, supporting their goals and missions. This strategy can help brands build trust, loyalty, and advocacy among their customers. This type of collaboration is usually an effort to address a social or environmental cause.
Benefits of Collaborative Strategies:
- Cost savings: By sharing the expenses and resources of marketing campaigns, brands can reduce their costs and increase their efficiency.
- Exposure and reach: By tapping into the audiences and networks of other brands, brands can increase their visibility and access new markets and segments.
- Reputation and credibility: By associating with other reputable and trusted brands, brands can enhance their image and influence among their customers and stakeholders.
- Value creation: By offering more value and benefits to their customers through joint products or services, brands can increase their customer satisfaction and loyalty.
- Innovation and differentiation: By combining their expertise and capabilities, brands can create innovative and distinctive products or services that stand out from the competition.
However, collaborative marketing strategies also come with some challenges and risks, such as:
- Conflict and competition: By working with other brands, brands may face potential conflicts of interest, goals, or values, as well as increased competition from other collaborative marketing initiatives.
- Loss of control and identity: By sharing their message and brand equity with other brands, brands may lose some control and identity over their marketing campaigns and products or services.
- Legal and ethical issues: By using the message or campaign of another brand without their consent or collaboration, brands may face legal and ethical issues, such as infringement, deception, or unfair competition.
Therefore, brands need to carefully select their partners, align their objectives and expectations, and monitor and evaluate their collaborative marketing initiatives to ensure their success and sustainability.
Case studies:
To illustrate how collaborative marketing strategies work in practice, we have selected four case studies of how some brands in the MENA region have successfully implemented collaborative marketing strategies, and what lessons we can learn from them.
Case study 1: Comparative advertising – STC vs Etisalat
Comparative Advertising is a marketing tactic whereby a company’s product or service is depicted as superior when compared to a competitor’s. This is done by directly or indirectly comparing the product characteristics, benefits, or prices with those of a competitor. The primary aim of this strategy is to highlight the advantages of the goods or services provided by the advertiser when compared to those of a rival.
A prominent example of comparative advertising in the Middle East and North Africa (MENA) region comes from the telecommunications sector, specifically between Saudi Telecom Company (STC) and Etisalat.
In 2008, STC launched a campaign targeting Etisalat, the UAE’s biggest telecom company. In the campaign, STC directly compared its coverage, rates, and services with those of Etisalat, claiming superiority over its competitor. STC’s advertisements were designed to highlight the shortcomings of Etisalat’s services while emphasizing its own strengths.
This led to a legal standoff between the two companies, with Etisalat accusing STC of misleading consumers and damaging its reputation. The UAE’s Advertising Standards Authority (ASA) was brought in to arbitrate in the dispute. The ASA ruled in favor of Etisalat, stating that STC’s claims were unsubstantiated and ordering the company to cease its comparative advertising campaign.
This case study illustrates how comparative advertising can lead to legal disputes and can potentially backfire if the claims made cannot be substantiated. It underlines the importance of ensuring that all comparative claims are accurate, fair, and can be supported by evidence.
Some of the lessons that we can learn from this case study are:
- Comparative advertising can be an effective way to differentiate a brand from its competitors and to increase consumer awareness and persuasion.
- Comparative advertising requires a clear and compelling message that showcases the advantages or superiority of a brand’s product or service over its competitor’s.
- Comparative advertising can also trigger a response from the competitor, which can lead to a back-and-forth exchange of messages and claims that can escalate the competition and the attention.
- Comparative advertising can also involve some risks, such as legal issues, negative backlash, or counterproductive effects, if the message is inaccurate, misleading, or offensive.
Case study 2: Piggyback (aka Coattail) marketing – Coca-Cola & World Cup in Qatar
Piggyback marketing campaigns are promotional activities that leverage the success or popularity of an existing event or campaign to reach a wider audience. Here’s an example of how piggyback marketing campaigns have been executed in the MENA (Middle East and North Africa) region:
Coca-Cola: During the World Cup in Qatar in 2022, Coca-Cola launched a “Taste the Feeling” campaign that combined soccer and music. The company created a music video featuring popular Middle Eastern and African artists, such as Cheb Khaled and Danyel Gerard, performing a remix of the iconic Coca-Cola anthem. The campaign was timed to coincide with the World Cup matches in Qatar, and the music video was played across multiple platforms, including television, social media, and streaming services.
Some of the lessons that we can learn from this case study are:
- Piggyback marketing can be a cost-effective and exposure-generating way to promote a brand’s product or service, by using the existing message or campaign of another brand.
- Piggyback marketing requires a creative and humorous message that parodies or challenges the message or campaign of another brand, and that communicates the value proposition and differentiation of a brand’s product or service.
- Piggyback marketing can also elicit a response from the other brand, which can lead to a confrontation or a dialogue of messages and claims that can intensify the competition and the attention.
- Piggyback marketing can also involve some risks, such as legal issues, ethical issues, or negative reactions, if the message is infringing, deceptive, or unfair.
Case study 3: Co-branding – Emirates Airlines & Etihad Airways
Co-branding campaigns are a great way for two brands to work together to reach a wider audience. They can also be used to create unique and memorable experiences for consumers.
In 2018, Emirates and Etihad Airways launched a co-branded campaign that featured a joint flight between the two airlines. The campaign was designed to promote tourism in the UAE and to attract more business travellers to the country.
Some of the lessons that we can learn from this case study are:
- Co-branding can be an effective way to create a joint product or service that leverages the combined brand equity and offers a unique value proposition to the customers.
- Co-branding can also be a powerful way to support a social or environmental cause, by donating a portion of the sales to a charitable organization and raising awareness and advocacy among the customers and the public.
- Co-branding requires a careful selection of partners, as they need to share a common vision, goal, and message, and to complement each other’s strengths and values.
- Co-branding also requires a clear and consistent communication of the co-branded product or service, as well as the benefits and impact of the co-branding partnership.
Case study 6: Symbiotic marketing – Medlabs Group & King Hussein Cancer Foundation (KHCF)
MEDLABS is the leading accredited medical laboratories network in the region, operating in Jordan, Palestine and Iraq. It offers a variety of services, such as online reports, health check-ups, genetic testing, COVID-19 testing and more. It has 57 branches in Jordan, 6 branches in Palestine and 4 branches in Iraq.
The King Hussein Cancer Foundation (KHCF) is an independent, non-governmental, non-profit organization that was founded in 2001 by Royal Decree and headed by HRH Princess Ghida Talal. It supports the advancement and treatment of cancer, the care of cancer patients in Jordan and the region, and the work of the King Hussein Cancer Centre (KHCC).
How it started?
The campaign started in 2012, when KHCF launched the slogan “Promise us to get tested” to urge people to undergo regular cancer screenings and check-ups. It aimed to raise awareness about the importance of early detection and prevention of cancer, as well as to reduce the stigma and fear associated with the disease. The campaign used various media channels, such as TV, radio, print, social media, and outdoor advertising, to reach a wide audience and encourage them to make a promise to themselves and their loved ones to get tested.
The execution…
In 2023, Medlabs followed up with the slogan “Keep your word, get tested!” to remind people of their commitment and offer them convenient and reliable testing services. Medlabs leveraged its network as well as its online platform and app, to provide easy access and booking for cancer screening tests. Medlabs also partnered with KHCC to provide discounted rates for testing at the center. The campaign used similar media channels as KHCF’s campaign, as well as direct marketing through SMS and email, to reach potential customers and motivate them to take action.
By collaborating on this campaign, Medlabs and KHCC created a symbiotic relationship that enhanced their brand image, customer loyalty, and social responsibility. They also achieved a greater impact than they could have done individually, by reaching more people, increasing awareness, and saving lives. The campaign was a success story of how two companies can work together for a common cause and create a win-win situation for themselves and their customers.
Some of the lessons that we can learn from this case study are:
- Symbiotic marketing can be an effective way to form a relationship that is beneficial for both parties, and that supports their goals and missions.
- Symbiotic marketing can also be a powerful way to support a social or environmental cause, by donating a portion of the sales to a charitable organization and raising awareness and advocacy among the customers and the public.
- Symbiotic marketing requires a careful selection of partners, as they need to share a common vision, goal, and message, and to complement each other’s strengths and values.
- Symbiotic marketing requires a clear and consistent communication of the product or service and showcasing the benefits of the initiative.
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We hope you enjoyed this issue of MENA Review, and learned something new about collaborative marketing strategies. If you have any feedback, questions, or suggestions, please feel free to contact us at info@mena-review.com. Don’t forget to subscribe to our newsletter at https://mena-review.com. You will receive insights and trends in the MENA region.
See you next week! 😊