Love at first collab: How are brands teaming up to win hearts (and wallets)?

Strategic brand partnerships have long been seen as a revenue driver and a fresh way for brands to captivate consumers. According to a Forrester survey titled "Invest in partnerships to drive growth and competitive advantage", over half of the surveyed companies globally (52%) get more than 20% of their revenue from the partnership channel. On average, partners contribute 23% of overall company revenue.

Recently, MARKETING-INTERACTIVE has also seen an influx of news surrounding brand partnerships in Hong Kong which aim to foster deep connections with consumers. For instance, The Coca-Cola Company’s soft drink brand Fanta has partnered with the indoor sports-themed park Joypolis Sports Hong Kong (JPSHK) to decorate various game areas with Fanta-themed elements as part of its promotional campaign.

Most recently, Lanson Place Causeway Bay has joined forces with Hong Kong Tramways to launch the Ding Ding qipao tour on weekends, allowing participants to immerse themselves in Hong Kong's vibrant heritage. Similarly, Hong Kong Disneyland recently concluded its collaboration with Hong Kong Tramways for a Duffy and Friends-themed TramOramic tour, blending Disney's charm with a beloved local icon.

Another noteworthy partnership is between Keeta and LUBUDS Group, which aims to elevate premium food delivery services to replicate restaurant-quality dining at home. This collaboration leverages big data for trend analysis, improves packaging, and optimises the delivery experience.

Industry reactions

True enough, when a trusted outsider praises a brand's products and services, it often means more to consumers than a paid ad. Kenny Ip, head of investment, GroupM Hong Kong, told MARKETING-INTERACTIVE that these collaborations demonstrate a strategic approach to creating unique consumer experiences. He noted that the Fanta-Joypolis Sports partnership aligns a vibrant brand with tech-driven entertainment, while the collaboration between Keeta and LUBUDS combines technological convenience with premium culinary offerings.

These partnerships also inject more experiential activations, driving greater engagement than traditional one-to-many brand messaging, he added. “These are examples of what we at GroupM call ‘world-building’, where passion points converge across culture, communities, and commerce. It's the future of media and marketing, innovating beyond traditional executions.”

Indeed, collaborations today extend beyond mere co-branding or cross-promotion, they focus on creating value ecosystems, according to Nixon Cheung, head of commercial and brand, Hong Kong Tramways.

Commenting on these recent partnerships, Cheung said that instead of focusing solely on products or services, they tap into shared cultural moments, address emerging consumer pain points, and create entirely new narratives. He added:

The most successful partnerships are those that reimagine the consumer experience entirely.

Innovation and agility is key

Apart from making brands more culturally relevant and emotionally resonant, brand collaborations can also fuel innovation and agility, which are vital for adapting to rapidly shifting market conditions, according to Doris Kuok, managing partner at Hearts & Science Hong Kong.

“In challenging economic climates, partnerships and brand collaborations can forge unique value propositions that resonate with customers, offering a diversified experience that boosts engagement. By pooling their strengths, both parties can utilise shared resources, reduce costs, and cultivate customer loyalty,” she added. 

Echoing her views was Charlie Clack, general manager, Havas Media, who said, by combining marketing resources and budgets, brands can achieve significant cost efficiencies while also gaining greater exposure to their partners’ audiences and enhancing their credibility. “Furthermore, collaborating with complementary brands fosters innovation and allows for the creation of unique offerings that resonate more deeply with a broader customer base,” he added. 

Partnerships also allow brands to think beyond survival and focus on relevance, according to Hong Kong Tramways’ Cheung. By pooling resources and capabilities, brands can experiment with innovative ideas that would be too risky to pursue alone. He added:

Most importantly, they create shared resilience—success is no longer a zero-sum game, but a collaborative effort to grow together in a volatile environment.

How can HK retail brands leverage partnerships to adapt to changing consumer behaviours?

As market conditions continue to shift, consumer behaviours in Hong Kong are also evolving. Today’s consumers crave authenticity and memorable experience —they value the story and experience behind a product, not just the product itself, according to Tammy Huang, consumer and shopper connection planning lead for flavour sparkling at Coca-Cola. She added:

The key is choosing partners whose values and audience align with yours, ensuring the collaboration feels organic and with added value.

Taking Fanta's recent partnership with JPSHK as an example, Huang said the campaign included entrance tickets in trade activations and a social engagement game offering ticket giveaways for students, driving foot traffic while reinforcing Fanta's role in everyday moments of joy and offering a fun experience. JPSHK’s physical activations made the brand’s “colourful joy” idea tangible.

“It’s a win-win that cuts through market noise and delivers tangible value to consumers,” she added.

Indeed, technology-driven collaborations allow brands to instantly meet consumer needs with hyper-personalised, trend-responsive offerings, said Hong Kong Tramways’ Chueng. Retail brands can leverage Hong Kong's unique blend of global and local cultural identity by crafting deeply personalised and culturally relevant experiences, such as reimagining retail spaces as cultural hubs that blend heritage and modernity.

Cheung added: 

Partnerships should not just follow consumer behaviour—they should shape and guide it, positioning brands as tastemakers and innovators.

On the agency front, retail brands can also leverage partnerships to meet the rising consumer demand for convenience, personalisation, and immersive experiences, according to GroupM’s Ip. “Collaborations with technology providers enable data-driven offerings, allowing for tailored products and services. Partnering with cultural or entertainment entities creates engaging and shareable experiences,” he explained.  

Key considerations when launching strategic partnerships

While partnerships offer benefits such as enhanced consumer experience, engagement, and cost savings during economic shifts, missteps can dilute brand equity or confuse consumers.

A key concern is ensuring alignment. Brands must resonate with both their own values and customer expectations, according to Havas’ Clark. Clear communication about the partnership’s purpose and benefits is crucial to prevent negative perceptions and ensure that existing customers feel valued and connected to the brand. He added:

This is particularly critical for premium and luxury brands, which are vulnerable to reputation damage if collaborations seem to chase short-term trends rather than uphold quality and exclusivity.

Moreover, brands must ensure data sharing complies rigorously with privacy regulations to maintain consumer trust, according to OMG’s Kuok. Finally, establishing clear goals and expectations is paramount to ensuring both parties benefit equitably from the collaboration. Strategic partnerships can undoubtedly provide a competitive edge in an uncertain market.

Finally, brands need to be cautious of overextension, said Hong Kong Tramways’ Cheung. “Too many partnerships can confuse consumers and weaken brand equity. The best collaborations are those that feel inevitable, almost as if the two brands were always meant to come together," he added. 

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Related articles:

Lanson Place HK invites everyone to step back in time with Ding Ding qipao tour
HK Disneyland and HK Tramways team up to unveil Duffy and Friends-themed tour
Fanta teams up with Joypolis Sports HK for a colourful entertainment experience