Revolt London

PUBLISHED

Nov 14, 2024

WORDS

Jenny Bust – Managing Director

The Art of Purposeful Partnerships

Celebrity endorsements are nothing new, nor are famous faces backing good causes. But, says Jenny Bust of Revolt, there’s a right way for brands to ensure these partnerships are successful.

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A few weeks ago, Pharrell Williams’ Humanrace skincare brand announced it was teaming up with Evian as part of the singer’s focus on well-being and “what keeps us connected, mindful, and moving.” Around the same time, Massive Attack returned to their hometown of Bristol for their Act 1.5 show – a reference to the 2015 UN climate treaty, which saw 195 countries agree to limit global warming to 1.5C above pre-industrial levels.

There’s nothing new about celebrities using their name and influence for gain outside of their area of talent. Over the years, we’ve seen an endless list of celebrities giving their name to products – from Kylie Jenner’s cosmetics and Ryan Reynolds gin all the way back to George Foreman and his legendary grill.

Celebrities have also lent their names to purposeful campaigns before – Matt Damon partnered with Stella Artois and water.org back in 2017 to provide 3.5 million people with long-term, sustainable access to clean water.

Now, a growing number of celebrities are looking to use their fame to further good causes. This provides a real opportunity for brands to partner with these influential figures to help them deliver their purposeful goals in a way that also leverages brand appeal. Brands must understand that while they may not be the lead star in these productions, there’s still a lot to gain from a strong supporting role if they play things right.

Facilitate, don’t dominate

Many brands will be used to leading the charge in marketing and communication. But to get the most from a purposeful celebrity partnership, brands must be conscious of their role in the working relationship. Celebrities will naturally bring the draw, so brands should find meaningful ways to bring something extra. This could be adding scale, investment, infrastructure, or maybe quality production.

A good example of getting the balance right is Jason Momoa’s partnership with brands So iLL and Bloom Sustainable Materials to create a footwear line using organic cotton, cork, and biodegradable outsoles. The collaboration promoted ethical marketing techniques. Momoa and So iLL founder Daniel Chancellor had a mutual love of climbing, with Momoa saying he felt the brand celebrated his belief in “the unhindered spirit of roamers” – ie, people who love the outdoors.

Other partnerships are simply waiting to happen. Massive Attack Act 1.5 show, powered by 100% renewable energy, didn’t involve any brand partnership. But a brand sensitive to the artists’ needs and values could have played a key facilitating role, helping with infrastructure, production, transport, etc.

Authenticity before attention

Brands must understand what it is they bring to a partnership, as well as what they get from it. It’s easy to be tempted by a celebrity with a big name and follower count, but authenticity is needed to make sure the partnership lands with the brand’s audience. Celebrities are just as susceptible to greenwashing as brands, so it’s essential to work with those who have personal stories and credibility around purpose to tell authentic stories.

Selena Gomez’s Rare Beauty brand, launched in 2020, provides a great example of this authenticity. The brand prioritizes accessible packaging, which is a natural fit for the actress, given her experiences with the autoimmune disease lupus.

Gomez’s statement on Rare Beauty’s website makes clear her mission: “I’ve always been drawn to packaging that’s easy to open and close, hold, and apply”. The brand also focuses on mental health and self-acceptance, and it’s these types of authentic passion points, informed by Gomez’s personal experience, that brands should align with for a shared, purposeful fight.

PURE INTENTIONS

Purpose can and should equal performance. Brands must remember this when entering into a purposeful partnership with a celebrity. It’s essential to be clear on the intended outcome of the partnership – eg, to drive brand affinity, penetration, sales, etc – and to create the foundations to measure brand and business metrics as well as purposeful impact.

Doing this can help to shape and direct the execution of the partnership.
In 2020, superstar Dwayne “The Rock” Johnson used the downtime of the pandemic to launch his tequila brand Teremana. The brand’s name means ‘spirit of the earth,’ and Johnson’s passion for the planet is integral to the production of the product, which prioritizes sustainability and craftsmanship. By last October, the brand had accumulated a net worth of US$3.5 billion, having sold a record 600,000 bottles.

Celebrity endorsements are a tried and tested way to amplify new product developments (NPDs), but this new wave of purposeful partnerships with celebrities demonstrates a different type of working relationship. Brands that understand their role, identify the right celebrity, and implement the correct measurement strategies are more likely to see both the commercial and brand benefits of these partnerships.