You’ve probably heard your favorite content creator or influencer refer to a brand they work with as “family.” This often happens when they have been collaborating with that particular brand for a while.
For the longest time, brands reserved long-term partnerships for sports, music, or television celebrities, while influencers and content creators typically got short-term campaigns.
While seasonal and short-term campaigns will remain a thing, we’ve been seeing the rise of long-term partnerships between brands and influencers & creators, and it’s worth taking note of. Long-term partnerships are a win-win strategy for both brands and the talent, as they offer credibility, consistency, real growth from insights gathered over time, and consumer trust. Additionally, they provide some level of stability for the talent.
With long-term partnerships, brands leverage these relationships to market their products or services. They use the same influencers and creators not only for social media campaigns and launches but also as marketers and advocates for the brands, as we recently witnessed at the Clicks Beauty Playground.
While they might not be labeled brand ambassadors in the traditional sense, their roles imply they are. This is likely to become the norm moving forward. Here are a few examples of long-term partnerships in South Africa.
Liesl Laurie-Mthombeni & L’Oréal Paris ZA
From hair to makeup, Liesl‘s partnership with LOréal Paris is a match made in heaven.
KNaomi and Avon SA
KNaomi has been collaborating with Avon SA before motherhood. The consistency in their long partnership especially in different phases of her life strengthens credibility.
Vongai Mapho and H&M
The level of creativity in Vongai’s H&M campaigns always match the brand’s energy. With every new season, this is one partnership we always look forward to.
Siya Bunny & Comfort SA
Siya Bunny has been working with Comfort since 2021. It’s a perfect example of how long term partnerships offer a consistency that builds trust.
Sine Gugulethu & Superbalist
If Sine Gugu recommends it or post it, it will most likely be sold out the same day. Sine’s partnership with Superbalist has been a masterclass in what perfect match in long term partnerships can look like.
Mpoomy Ledwaba & Dove SA
Mpoomy’s partnership with Dove goes beyond social media. You’re most likely to see the brand partner with her for her sold out events which helps reach an even broader audience.
Pamela Mtanga &. Brutal Fruit
It’s difficult to think about the Brutal Fruit brand without being reminded of Pamela Mtanga. She goes above and beyond for their events and has undoubtedly made them a must attend event on a lot of women’s social calendars.
Mbali Beauty & Nivea SA
From insightful brand trips with Nivea to being an advocate for the brand at events, Mbali Beauty’s refreshing yet informative approach in her campaigns makes her a great candidate for long term partnership.
