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How does win-win PR work, what partners do major brands choose, and is it possible to scale the effect in social networks.


WHAT IS MUTUAL PR AND HOW DOES IT WORK?
Mutual PR (or cross-promotion) is when two (or more) brands join forces to promote each other. And at the same time, exchange audiences, increase recognition and profits. Mutual PR is an ideal “you give to me, I give to you” situation, when everyone wins. According to a study by Partnerize, 54% of companies using partner promotion reported significant revenue growth over the past two years. This suggests that mutual PR is not just a trendy feature, but a real growth driver.

Cross-promotion is used for a variety of reasons. The basic idea is simple: it allows brands to expand their audience without spending extra shopify website design on marketing. Imagine you have people who love your product. And you have a partner brand with a similar, but not identical, audience. By joining forces, you swap fans and increase your reach without spending extra.

Take the LEGO and IKEA collaboration. In 2020, the two giants teamed up to create the BYGGLEK series of products. This is the name for storage containers that are also LEGO building blocks. It’s not just a box, but a creative space that fits into any interior. As a result, children are happy, parents are happy, and brands reap the benefits of a joint creative approach.

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Benefits of affiliate PR
1. Expanding Audience: Starbucks and Spotify

Starbucks and Spotify teamed up to offer personalized playlists based on their in-cafe preferences. As a result, Starbucks customers became aware of Spotify and vice versa, leading to audience growth for both brands.


2. Saving on Marketing Costs: GoPro and Red Bull

GoPro and Red Bull often collaborate on extreme sports events, such as Red Bull Stratos. By combining resources, they share advertising costs and gain greater reach without incurring additional costs.


3. Building Brand Trust: Nike and Apple

Nike and Apple's collaboration on Nike+ has brought Apple customers to Nike sports products and vice versa. This partnership helps build consumer trust through mutual brand authority.


4. Creating Unique Products: McDonald's and Disney

McDonald's and Disney have teamed up to create unique themed Happy Meals toy boxes that are tied to Disney movies, creating attention-grabbing experiences and unique offers for consumers.


5. Strengthening the brand through associations: BMW and Louis Vuitton

BMW and Louis Vuitton have created a joint luggage collection that is a perfect fit for the BMW i8. This example demonstrates how mutual PR can improve the perception of a brand by associating it with luxury and quality.

Mutual PR on the example of BMW and Louis Vuitton
6. Rapid Entry into New Markets: Uber and Spotify

Uber and Spotify teamed up to offer Uber users the ability to listen to their playlists while riding. This gave Spotify access to Uber's audience, and gave Uber the opportunity to offer a unique service to its customers.


7. Building Customer Loyalty: Taco Bell and Doritos

Taco Bell and Doritos collaborated to create Doritos Locos Tacos, which became a hit with customers. This collaboration not only attracted new customers, but also increased loyalty among existing customers with an innovative and delicious product.


How to do mutual content promotion?
The most important thing in mutual PR is the joint distribution of news items. Each partner, using their own media tools, “pulls up” other companies and promotes them for free. This allows them to enter thematic platforms and increase the reach of content without a budget.

Mutual PR tools on the Internet

WHY IS MUTUAL PR A PROFITABLE TOOL FOR PROMOTION?
To illustrate the benefits of mutual PR, let's look at an example with two fictitious brands: the chocolate workshop "Shokoray" and the cafe chain "Kofeyny Ugolok". Both companies operate in the same market, but they have different target audiences. "Shokoray" is known among sweets lovers, and "Kofeyny Ugolok" is popular among coffee connoisseurs. The brands decide to team up for a joint promotion. Each customer who buys coffee receives a coupon with a discount on the purchase of a chocolate set. And vice versa - when buying chocolate, the customer receives a coupon with a discount on coffee at "Kofeyny Ugolok".

Let's calculate the potential benefit:

Let's say each "Coffee Corner" cafe serves 500 customers per week. Let's say 20% of customers take advantage of the promotion (100 people). Each of them will buy a chocolate set for an average of 200 rubles.
This adds RUB 20,000 in additional sales for Chocolate Paradise per week per café.
In turn, let 20% of the Chocolate Paradise customers (say, 50 people) use the coffee coupon. Let each of them also buy a dessert in the Coffee Corner for 200 rubles.
This adds 10,000 rubles in additional sales for the Coffee Corner per week for each chocolate store.
By joining forces, brands will reduce advertising costs at the expense of each other's audience. Even if customers do not use the coupon, both companies will gain increased recognition.
Customers who come for coffee can buy chocolate, and vice versa. The average bill in both cases increases, which leads to additional revenue.
That is, mutual PR is not just a way to expand your audience, but also a real opportunity to increase sales and save on marketing.

Increasing audience reach through collaboration
It is possible to organize mutual PR among radically different target audience groups. For example, to hold a joint campaign of Rosatom and VkusVill. Most likely, the cooperation will be unexpected and bright and will certainly bring a large single coverage. However, the partners' clients are too different, so long-term loyalty will not be formed.

The best option is to work with adjacent but similar audiences. They should be united by common interests. We have already given the example of a chocolate workshop and a coffee shop: cappuccino lovers often have a sweet tooth, which means that mutual PR will bring real results.

How does coverage increase happen:

Mutual exchange of audiences. Each partner gets access to a new, but relevant audience.
Increased social media activity. Posts with mutual advertising receive more likes, comments, and reposts. This increases the visibility of both partners in news feeds.
Create Viral Content: Collaborative contests encourage users to share posts and increase engagement. People love free stuff, and they love sharing it with friends even more.
Expanding communication channels. Brands begin to mention each other in email newsletters, communities, and on their websites.
Increased brand engagement time. Customers spend more time with each partner and are willing to recommend them.
Strengthening the image through associations. Here we will give an example of Sunlight and Kari. The brands have formed a stable association: you come in for shoes - you get a coupon for a free pendant.
Attracting new subscribers through affiliate PR
With affiliate PR, synergies work and subscriber numbers grow much faster than they would have on their own. In 2018, Spotify and Hulu launched a joint promotion. Spotify Premium subscribers could get access to Hulu (with ads) for just $12.99 per month. This deal was $5 cheaper than if they had subscribed to both services separately.

In the first quarter after the promotion launched, Spotify added 7 million new paid subscribers, bringing its total to 83 million. That's a 50% increase from the previous quarter.

Hulu added 3 million subscribers, bringing its total to 25 million, an increase of about 14% over the previous period.

How to advertise a brand through mutual PR?
We offer simple instructions:

How to organize mutual PR: instructions

HOW TO USE MUTUAL PR IN TELEGRAM AND OTHER SOCIAL NETWORKS?
There are several methods that can be used:

1. Joint competitions and raffles

Organize a contest or giveaway with a partner brand. The rules are simple: participants must follow both accounts and tag a friend in the comments.

2. Mutual mentions in stories

Agree on mutual mentions in stories. Show the partner's product, tell your followers about it and ask the partner to do the same.

3. Joint live broadcasts

Host a joint live broadcast with a representative of a partner brand. Discuss products, conduct a master class, or just chat with subscribers.

4. Shared content (posts and videos)

Create collaborative content: posts, videos, carousels. Share this content on your pages to attract the attention of both audiences.

5. Cross-promotion via hashtags

Create a unique hashtag for your joint promotion and use it in posts. Encourage followers to use this hashtag to participate in the contest or promotion.

6. Publishing reviews of the affiliate product

Swap products with a partner and write honest and positive reviews on your social media.

Telegram Promotion Tactics
Joint chats and channels. This is necessary for discussing common interests and proposals.
Exchange of advertising publications on a free basis.
Examples of mutual PR in Telegram
Joint promotions and competitions with prizes from both partners.
Examples of mutual PR in Telegram
Content exchange.
Joint broadcasts and events. Conduct joint online broadcasts, webinars or events.
Interviews and Reviews. Conducting interviews and creating reviews of partner products or services.
Examples of mutual PR in Telegram
Advertising formats for effective PR in Telegram
An important nuance: mutual PR in Telegram should be supplemented with advertising formats. This way, you will reach more potential clients and subscribers who prefer different types of content. Some advertising formats, such as articles or videos, allow you to convey deeper and more complex ideas. This is especially important for promoting products or services that require explanations or demonstration of benefits.

Unlike simple partner posts, some formats, such as interviews, remain viewable for a long time, so you can attract new subscribers and customers even after the affiliate campaign ends.

Mutual PR is a great tool when you have reached the ceiling in your own audience reach or you lack the budget to organize large-scale events. Look for partners and promote initiatives together.
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