Brand execs: audience fit beats celebrity wattage in collabs
At eTail Boston, UrbanStems, H&M and Chobani execs detailed how they vet partnerships. UrbanStems’ Laneige tie-up flopped on age-demographic mismatch, while H&M’s Anitta relationship earned it free multi-million-dollar World Cup media coverage.
Why it matters. Brands are shifting collaboration budgets away from buzzy celebrity names and toward partners whose audience demographics actually overlap with their own.
Signal from digiday.com · Gabriela Barkho · read the original.
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