In the dynamic landscape of influencer marketing, brands are continuously seeking fresh and inventive ways to engage their target audience. While sponsored posts remain a staple, forward-thinking brands are embracing innovative influencer collaboration strategies that go beyond the traditional. In doing this, both the brand and influencer(s) are able to boost credibility, increase their network, and create memorable experiences with their audience.

In this blog post, we’ll explore how brands can co-create products and host joint events with influencers, revolutionizing their marketing approach and fostering deeper connections with their audience. We’ll be looking at examples of Gymshark who constantly make use of both the co-creation and event approach in their marketing strategy.

Co-Creating Products with Influencers: Win-Win Strategy

One of the most impactful ways to collaborate with influencers is by involving them in the product creation and launch process. A brand who has used this strategy countless times before is Gymshark. A more specific example is their collaboration with fitness influencer Whitney Simmons to produce limited edition fitness apparel with a unique ‘Whitney flair.’ 

The ‘Gymshark x Whitney Simmons’ co-creation approach not only adds authenticity to the products but also taps into the influencer’s expertise and unique perspective. By leveraging Whitney’s knowledge of current fitness/fashion trends, consumer preferences, and her 3.7M follower base on instagram, this pair can create a product that resonates with a specific target audience. The influencer’s involvement adds a personal touch that fosters trust and enhances the product’s appeal.

Joint Events: Creating Unforgettable Experiences

Collaborative events provide a unique opportunity for brands and influencers to connect with their audience in a memorable and immersive way. These events can range from workshops and seminars to launch parties and live shows.

The Gymshark Lift events are the perfect example of a brand creating unforgettable experiences for their audience and the audience of the influencers who attend. These events include exclusive apparel drops & merch, athlete seminars, meet & greets with famous influencers, competitions, challenges etc. Events like these help to establish a deeper connection with the brand’s customers/fans and even encourages them to engage and directly interact with their favourite Gymshark influencers.

The Ripple Effect: Benefits Beyond Sales

These innovative collaboration approaches yield benefits that extend beyond immediate sales. By involving influencers in the creative process and hosting joint events, brands can:

• Enhance Authenticity: Influencer input adds credibility and authenticity to products or events, fostering a sense of trust among the audience.
• Boost Engagement: Interactive collaborations encourage higher levels of engagement, as audiences actively participate in co-created content or events.
• Forge Deeper Connections: Collaborations offer a platform for influencers and brands to connect on a personal level, resulting in more meaningful relationships.
• Create Memorable Experiences: Joint events create lasting memories, making participants more likely to remember and associate positively with the brand.
• Extend Reach: Influencers bring their own following to the table, allowing brands to tap into new and relevant audiences.

As the influencer marketing landscape evolves, brands must embrace innovative strategies to stand out in a crowded market. Co-creating products and hosting joint events with influencers not only foster creativity but also deepen relationships with audiences and drive brand loyalty. Gymshark has captured the hearts of their audience through innovative strategies like these.  By stepping beyond traditional sponsored posts, brands can unlock a world of possibilities that resonate more deeply with their target market.

Why not give predictive influencer marketing a go? Let us help you take your influencer campaigns to the next level.