Marketers often tout influencer and brand collaborations as one of the most effective ways to unlock a new audience and generate viral moments with a relatively low lift. At eTail Boston this week, several brand executives spoke about the power of partnerships, especially the dos and don’ts of leveraging brand collaborations and influencer relationships to spark growth. From navigating demographic mismatches to maximizing cultural relevance, small- and medium-sized brands are refining their approach to collaborations.
Meenakshi Lala, CEO at UrbanStems, said not all splashy collaborations move the needle on sales. Lala gave an example of when UrbanStems tested a partnership with skin-care brand Laneige in 2024. The collaboration included a Laneige pop-up at Sephora in Times Square, where UrbanStems provided a bouquet design bar.
“Laneige is an incredible skin-care brand among a certain demographic, but our partnership with them was not as successful for us,” Lala said.
It wasn’t because there was anything wrong with the product, Lala added. “There was an age demographic mismatch,” she said. “Our demographic is 35-55, and the Laneige shopper is much younger than that.” She pointed to the brand’s celebrity ambassador, Sydney Sweeney, as a signal that the brand’s audience skews younger.
