Is pretty much how most of our branded content collaborations come about.
We’ve been fortunate enough over the years, to have built relationships with a number of brands who - as a result - are always first to spring to mind whenever a relevant topic crops up in the editorial calendar.
One of these brands, is Penny Price Aromatherapy.
Penny Price have always been a pleasure to collaborate with, and the relationship is one which lends a great deal of ease to the creative processes we go through every day to turn concept... into content.
Contrary to popular opinion, branded partnerships rarely just happen, and particularly now in the heavily saturated ‘influencer’ space.
In our case, partnerships are almost always the result of knowing the interplay between research, and relationships, and prioritising it over and above a ‘sales strategy’, per se.
It’s not necessarily something that would be immediately apparent, but behind every photo and caption, is a sequence of events. A series of dots that have been connected, and a light bulb moment in which a partnership is envisaged...before it‘s even been proposed.
This week, it was Aromatherapy Awareness Week that sparked the ‘Let’s collaborate!’ email, but that’s not to say all our suggestions are quite so clean cut. Others are more contextual, such as this earlier lockdown-related post.
The long and short, is that a content calendar is only really as good as the people willing to help you catalyse its creative potential. Those that do on the regular, and who trust in your vision, integrity and imagination, are worth pushing up much more than just the features lists!