5.2 Message Execution II: Collaborations & Pop-Ups Week 5.2. Message Execution II: Collaborations & Pop-Ups

Question 1

Types of collaborations

Answer 1

• between brands
• between manufacturer and retailer
• with influencers/ celebs
• with artists

Question 2

Functions of collaborations

Answer 2

• providing scarcity values
• serving as humor/ emotional appeals
• reaching/ expanding new markets
• upgrading or repositioning the brand identity
• getting publicity/ spreading via social media

Question 3

Collaborations examples

Answer 3

• supreme x LV
• Burberry x supreme
• north face x gucci
• adidas x balenciaga
• fendi x fila
• genesis x prada
• fendi x chupachups

Question 4

Pop-Ups functions

Answer 4

• let people feel and experience brand identity
• reposition existing brand identity
• reminding
• reaching/ expanding new target markets
• getting publicity/ spreading via social media

Question 5

Benefits Pop-Ups

Answer 5

• brand visbility
• cost effectiveness
• customer engagement
• market testing

Question 6

Risks Pop-ups

Answer 6

• limited time
• setup costs
• brand confusion
• lack of customer loyalty
• uncertain ROI

Question 7

Good Cases Pop ups

Question 8

Bad cases Pop ups

Question 9

Things to consider when executing pop ups

Answer 9

• location
• timing
• brand consistency
• sustainability
• target audience

Question 10

Lessons and Predicitons pop ups