Brand Partnerships Proposal
OBJECTIVE
Provide Vrbo with a strategy for identifying beneficial brand partners and building an initial proposal.
Delivered a 20-page brand partnerships guide to be distributed internally and proposed three viable partnership campaigns.
RESULT
PARTNERSHIPS OVERVIEW
To help Vrbo’s team better understand why they should invest in brand partnerships and share these collaborations on social, I pulled past examples of successful collabs that went viral and/or boosted sales. To maximize potential reach and build credibility (especially among Vrbo’s older audience), I suggested they look for a partner a) with a strong reputation b) in a different industry and c) with shared values. Looking at partners in a different industry also allows for the element of surprise—similar to the delight that customers felt when Warby Parker partnered with Arby’s.
SUGGESTED PARTNERSHIPS
The pitch: Capture memories while traveling with an Instax starter kit.
The execution: 1) Provide Premier Hosts with branded Instax cameras that can be gifted to guests upon their arrival in a new location. 2) Enter Fujifilm customers who spend more than $50 in a giveaway to win a free vacation courtesy of Vrbo. 3) Turn a Vrbo house into a free photo gallery in popular cities and include UGC from real travelers.
Why Fujifilm: Their mission is to advance the development of culture, which ties in perfectly with travel and the importance of exploring new places. They focus on sustainability when designing their products, which are created to satisfy people’s immediate desires. This partnership can help memorialize people’s positive experiences while traveling, providing them with a souvenir from a trip made possible by Vrbo.
The pitch: Fuel on-the-go explorers with themed snack boxes.
The execution: 1) Provide Premier Hosts with snack packs to provide for guests upon arrival (that can be customized to allergy restrictions). 2) Share co-created videos on social and directly with travelers that give tips for staying active and healthy during a vacation. 3) Incentivize Vrbo employees to give back to their communities, furthering the reach of “KIND Acts.” 4) Donate a percentage of booking fees during the length of the campaign to The KIND Foundation.
Why KIND: KIND has a range of products that appeal to all types of travelers, from kids to adults. They emphasize teaching kindness and empathy to children, which aligns with Vrbo’s people-centric mission.
The pitch: Rest well between adventures.
The execution: 1) Refit the beds at select Premier Hosts’ rentals with Casper mattresses and update listings to advertise this benefit. 2) Create a specific search filter within the Vrbo app for “Casper-outfitted” homes and show this as a badge on Premier Hosts’ pages. 3) Offer travelers who experienced the beds on vacation with an exclusive discount only available to Vrbo customers who purchase a mattress within 10 days of their stay. 4) Create social media promos that feature families on vacation enjoying their time in bed.
Why Casper: Casper is one of the pioneers in the modern sleep industry and offers a well-tested product that can help improve travelers’ sleep experiences. They can help Vrbo achieve their goal of giving travelers a space to disconnect and rest.