Marketing Strategies for Celebrity Collaborations

I recently got to launch MyFitnessPal’s new Meal Planner tool with actress and iconic vampire slayer, Sarah Michelle Gellar, and I wanted to share some of the lessons I’ve learned over the years of working with celebrity spokespeople. 1. Authenticity matters. I know, I know, people say this so much it feels annoying and empty. But it’s not just a buzzword. You have to believe the celebrity actually uses (and loves) your product. We seek out partners who’ve organically mentioned us or genuinely align with our brand mission. Sarah is a busy mom of two, a food lover, a list maker, and someone who deeply values eating healthy. She was able to speak to the mental burden that moms feel when feeding a family night after night. And she genuinely can cook! She didn’t just check a box — she was a natural fit. 2. Get to know them. I always add a “pre-meet” in the contract, and schedule it before pitch materials are even created. This step has been a game-changer. It ensures the campaign feels grounded in reality. Sarah shared that her family eats everything and that she often packs her lunch for the next day on set — that helped us focus on the Balanced plan with leftovers as an obvious choice for her family. These details build true connection. 3. Involve them in the creative process. The more integrated they are, the stronger the partnership. Can they design something? Create a new flavor? Help shape the product? We collaborated with Sarah on a recipe collection that we incorporated into the app — creating more value for our users and giving us additional storytelling opportunities. My biggest takeaway? You can’t just slap a pretty face onto your brand and hope for the best. The upfront work it takes to create a closer connection will ultimately result in a bigger impact for your brand. 🧛♀️💙💪

Beyoncé’s PR strategy for Cowboy Carter and her tour announcement is a masterclass in marketing, leveraging anticipation, exclusivity, and FOMO (fear of missing out) to drive demand. Strategic Timing: Grammys Weekend Beyoncé dropped the news of her upcoming country album Cowboy Carter right before the Grammys—a stage where she’s not just an attendee but a dominant cultural force. The timing was impeccable. By teasing Cowboy Carter right before the biggest night in music, she ensured that all eyes were on her. Then, after the Grammys, she followed up with another bombshell: her tour announcement. This back-to-back rollout wasn’t just about maximizing attention—it was about owning the cultural conversation before, during, and after the awards. When Beyoncé moves, the industry listens. She didn’t need to perform at the Grammys; she simply planted the seed, letting the buzz build naturally. The Power of Exclusivity: Sign Up to Get a Ticket Rather than putting tickets on sale immediately, Beyoncé made fans sign up for a waitlist. This move created scarcity and demand before tickets were even available. By requiring fans to register, she made the process feel like an exclusive club—only the most dedicated fans would get early access. This strategy does two things: 1. Collects Data – Beyoncé and her team now have a list of highly engaged fans who are likely to buy tickets and merch. 2. Builds Hype – When people hear they have to sign up just for a chance to buy tickets, it makes the tour feel even more desirable. FOMO-Driven Marketing: The Beyoncé Effect At this point, Beyoncé’s marketing strategy is a case study in FOMO. She doesn’t just announce things—she makes you feel like you need to be a part of them. With limited tickets, an exclusive sign-up process, and the cultural moment surrounding Cowboy Carter, the perception is clear: if you don’t act fast, you’ll miss out. This is the same playbook used for her Renaissance World Tour, which sold out instantly, broke records, and grossed over $579 million. Beyoncé’s team understands that by controlling the narrative and release cycle, they don’t just sell tickets—they create an event. Key Takeaways for Speakers, Authors, and Entrepreneurs What can we learn from Beyoncé’s Cowboy Carter rollout? • Timing is Everything – Align major announcements with high-visibility moments (awards, industry events, news cycles). • Create Exclusivity – Make people sign up, apply, or take a step before they can access what you’re offering. • Use FOMO to Sell – Limited availability, VIP access, and early bird offers drive people to act fast. • Dominate the Conversation – Make your announcements the event itself, so people talk about them before, during, and after. Beyoncé just gave a textbook lesson in PR and marketing. The only question now: who’s taking notes? 📝

Every so often, a campaign comes along that reminds you how powerful the right partnership can be. Petco and Snoop Dogg did exactly that a while back with their “Ultimate Dog” campaign. The campaign, created by Droga5, features Snoop Dogg strolling through a luxe home, sharing his philosophy: “When it comes to shopping for my pets, I choose stuff for them I’d choose for myself. My pets got to look good, feel good, smell good.” Their partnership went deeper than a funny commercial or another generic celebrity endorsement. Petco released a “Petco Picks” product list, hand-picked by Snoop, and launched his own exclusive line: “Snoop Doggie Doggs.” The campaign felt truly collaborative, resulting in a brand story that’s as playful and authentic as the Doggfather himself. Key takeaways on the thinking behind the partnership: 1/ They didn’t settle for “celebrity + product = awareness.” Snoop wasn’t a face on a billboard. He was an active curator and creator. Petco involved him in the creative process from the start. Snoop played an active role in selecting products, shaping the campaign’s message, and lending his authentic voice to every detail. This approach helped ensure the partnership felt natural and credible to fans. 2/ They leaned into Snoop’s persona. Everything from the visuals to the script to the product line was infused with Snoop’s signature wit, style, and laid-back confidence. The campaign embraced his worldview and sense of humor, creating a cohesive story that hit home with both his fans and Petco’s audience. This alignment made the campaign feel fresh, relevant, and unmistakably “Snoop.” 3/ They created real value. The collaboration went beyond hype - fans could actually purchase products Snoop personally endorsed, and explore a collection that genuinely reflected his taste and personality. This turned the campaign into a real, interactive experience for Petco customers. Influencer deals seem to have been minimized to just finding a celebrity who will show face - but the best brand collabs build something new together. They’re lived, felt, and, in this case, barked for.

Warby Parker absolutely crushed it in their latest collaboration with Emma Chamberlain. I love it because it’s not some random influencer name grab. There are 3 reasons this partnership works better than most macro influencer campaigns — here’s why I think every DTC brand should take notes (especially if you plan to use macro influencers) 👇 1. Emma has a genuine connection to the product This may seem like a shocking concept, but too many DTC brands only tap into influencers they like, many of whom may have never heard of their brand. While cold outreach is part of our influencer seeding strategy at Kynship, we work with our clients to find handraisers first: people who genuinely love and use your product will be your best fit to create content. Emma has a story with the Warby Parker brand, getting her first pair when she was 14 and falling in love with them. The product-influencer fit is on point here. 2. She was involved in the creative process We’ve all seen it before: → DTC brands take a product → Slap an influencer’s name on it → Expect it to sell like hotcakes More times than not, this approach makes the influencer look like a sellout if the product doesn’t feel inspired — this campaign doesn’t have that problem. Warby Parker cofounder and co-CEO Neil Blumenthal said, “She’s been deeply committed across the entire creative process — always ready with a point of view and a wealth of inspiration to share.” Whether you’re partnering with an influencer on a new product, or seeding an existing product to an influencer, the idea is the same: trust the influencer with the creative. 3. There’s proof of concept A lot of influencer campaigns (especially in the macro sphere) feel like they come out of nowhere. Look no further than the Kim K x Beyond Meat collaboration, or virtually any celeb who appeared in crypto ads in 2022. I get it — eventually, every DTC brand has to try something new. But Warby Parker went with a proven formula for their brand — they’ve previously worked with celebrities like Chloë Sevigny and Pharrell Williams, and other brands like NOAH (MOSCOT NYC Since 1915) and Entireworld Enterprises, to great results. To recap, I think DTC brands who want to crush the influencer process should check off these three boxes: ✅ Resonate well with the brand ✅ Influencer-led creative process ✅ Creative proof of concept (for macro campaigns) Thoughts on this campaign from Warby Parker? PS — for more DTC and content insights like this, subscribe to our weekly newsletter (linked in the comments).