Brand partnership marketing continues to grow as creative teams are increasingly challenged to keep pairings fresh and exciting. E-Score Brand enables marketers to design highly successful brand partnerships that align with KPI goals.
Here are three creative partnerships targeted to unique consumer groups:
1. An Unexpected, yet ‘Buzz’worthy Collaboration Pulls in Female Consumers
Unique and effective collaborations have been a key part of Hidden Valley Ranch’s marketing strategy over the years. There was a ranch-flavored dessert, the Dani Dazey ranch inspired couch, and now the ranch-flavored lip balm with Burt’s Bees. These gutsy collaborations can break through the clutter and grow market share if they leverage each other’s strengths.
E-Score Brand reveals the successful elements behind the Hidden Valley Ranch x Burt’s Bees collaboration (among women 13-49):
- The limited-edition ranch-flavored lip balm sold out shortly after release. The popularity of this type of innovative cross-promotional opportunity is driven by an alignment of two brands with strong profiles among women 18-49.
- Burt’s Bees and Hidden Valley Ranch outperform their respective category averages across a number of desired brand KPIs.
- Both brands also share positive traits like High-Quality, Reliable, Trustworthy – each important when introducing a product as unique as ranch-flavored lip balm.
- Burt’s Bees benefits from association with Hidden Valley Ranch’s established presence in the food industry, and Hidden Valley Ranch can benefit from Burt’s Bees’ reputation for eco-friendly and sustainable practices.
2. Targeting Gen Z’s Quirky Nature on Social Media Leads to Success
Snack brand Slim Jim and baked goods chain Cinnabon found themselves paired when an impromptu flirty exchange on Twitter (now X) went viral in 2022. The playful banter led to the nickname ‘Slimabon’ and ended with a “wedding” between the two brands on X with fans receiving co-branded merchandise. (Lasting longer than the Golden Bachelor’s)
E-Score Brand reveals what Slim Jim and Cinnabon each bring to the table in this unconventional pairing (among Gen Z consumers):
- The story of how Slim Jim and Cinnabon came together may be unorthodox, but it is not surprising as a winning combination if you consider that both brands are well-liked, have positive brand buzz, strong social engagement, and a proud and loyal following (both brands exceed their respective category averages for each metric).
- Cinnabon underperforms in awareness among Gen Z consumers and stands to benefit from the added exposure with a Gen Z friendly partner in Slim Jim.
Slim Jim is known for their bold and exciting image that appeals to and holds influence among young consumers. Cinnabon thrives on the nostalgia of a childhood treat with appeal to a newer generation of consumers.
3. A Winning Sports Partnership
In the recent March Madness, GEICO became the official home and auto insurance partner of the NCAA. This partnership has many positive qualities that resonate with sports fans benefitting both companies.
Using E-Score Brand, we took a closer look at what makes the partnership between the NCAA and insurance giant GEICO a successful one (among P 18-54 who are sports viewers).
- There is a lot to like about this partnership. The NCAA and GEICO are complementary brands with strong KPI among 18-54 sports viewers, particularly brand recognition and ad recall (both outperform their respective average for each metric by double-digits).
- The three key advantages are the strong levels of consumer trust in each brand, strong brand consideration, and a solid interest in trying new products or services from each brand.
GEICO benefits from the strong influential and inspirational qualities that NCAA sporting events are known for, while the NCAA benefits from GEICO’s more unique and cool brand image among sports viewers.
For information on accessing the powerful E-Score Platform, contact sales-team@epoll.com
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