Despite being in different categories, Baleaf and OroLay share a similar customer base — dominated by women over the age of 30, who pursue quality of life, a brand philosophy that favors comfort and freedom, and multiple occasions. Based on this commonality, through professional coordination and bridge building by the Amazon team, the two brands decided to break the boundaries, deeply integrate the connotations of the two brands, and work together to create a clothing plan that meets the needs of modern women in multiple situations. This is not only a keen insight into the trend of consumer upgrading, but also a new round of exploration to jointly build a global brand.

Katherine said, “The reason for this joint name was that the Amazon team found a certain similarity between the two brands based on data research, and the referrer got to know each other. We originally intended to have an initial communication, but we didn't expect the two brands to be very compatible with their growth path, so we came up with the intention of cooperating. "
Jalen said, “Doing a joint name is also hoping to raise the brand's volume, and I still had no idea when I first started doing it. But after actually doing it, brand exposure increased 50% year over year, exceeding our expectations. "

Amazon's official team used professional big data to accurately analyze the two consumer groups. With a keen sense of opportunity, they discovered the possibility of cooperation between the two companies. Through joint marketing, both brands were able to get out of their “comfort zone.”

Consumers who have bought yoga pants may also want to buy a down jacket in the winter, and recently it is very popular to wear a short down jacket with yoga pants and sneakers on the streets of the US. Many consumers like to wear yoga pants, and when they buy down jackets in winter, they also want to match their personality, so it's worth trying out the two brands to do matching marketing together.
With this in mind, Baleaf and OroLay have launched a series of matching styles that can be used for sports+going out on the street, and try 1+1 to expand the circle.

Katherine said, “This collaboration focuses on conveying the clothing concept of a sports and casual lifestyle. We have selected a series of influential core products in the brand upgrade strategy, and joined hands with the well-known fashion brand OROLAY to jointly interpret the brand's global multi-scene clothing concept. "
From the city to sports, from fashion to comfort, Baleaf and OroLAY's joint name path began with products. As the protagonists of Amazon's first joint marketing campaign in the apparel category, it took a lot of effort for both brands to pair a stylish commuter jacket with yoga pants full of sporty lines.
Jalen said, “Our original products are urban, and there are relatively few sports-style products, so we have also developed some products that are compatible with baleaf, match female consumers, and penetrate sports elements. In terms of color, we have also made bolder experiments, such as sequins, sequin designs, royal blue, rose red products, etc. "

Product updates and upgrades have added new impetus and new colors to the brand, and the collision between sports and fashion has also become a new highlight brought to consumers by both brands.
Athleisure's sports and leisure combination increased Baleaf's store's new customer rate by 60% + year over year, expanding the new customer base while also exploring new development paths for the brand.
At the same time, OROLAY's new store customer rate also increased 70% + year over year, which made OROLAY more determined the direction of building its own brand image. During the joint name period, the turnover rate of the two store homepages was close to 80%, and even OROLAY sold out of stock in less than a week.

How to do marketing, how to create a joint name, who is responsible for the marketing of the two parties, and who carries out the advertising, have become common issues plaguing both brands. Run-ins can cause sparks, but they can also cause wear and tear. In order not to cause trouble for both parties, they decided to have a good conversation.

It only takes three steps, and the run-in period is 88
The joint marketing process is also a process for the two brands to seek common ground while reserving differences. Adhering to the brand's pursuit of nature and health, the two brands overcame various difficulties in the joint name and reached the end in an orderly manner. In this process, Amazon Seller Growth Service's exclusive consultants are deeply tied to everyone during the run-in period, regularly synchronizing the progress of event preparations with Baleaf and OroLAY, and sorting out the comprehensive planning and layout of the event, implementation plans, and implementation standards to help the two parties get through the run-in period smoothly and help the project successfully launch.
Jalen said most of the things were done by both parties together. In the early days of the joint name, the two sides will visit each other's companies, learn about products and culture, meet every week, and develop themed activities, marketing plans, etc.

Marketing rhythm experience sharing
4-6 months before launch: The two parties appoint project leaders to work out the plan and plan, and the second is to sort out the products to be jointly promoted, and the second is to establish core goals, including estimation of sales targets, media copy, advertising, and KOL delivery.
2-3 months before launch: Mainly focused on detailed tasks within the site, such as the output of joint pages of the flagship stores of the two brands. Most of the work in this area is for the Amazon Seller Growth Service exclusive consultants to do some coordination and resource connections in the middle.
1 month before launch: Implement the overall plan, for example, the materials needed to be used for advertising, the specific delivery plan, and make actual landing links and URL planning and adjustments in advance.
After launch: The tracking of design output, adjustment of design materials, etc. need to be checked at all times.

Target the crowd and have a hand in stage marketing
The focus of joint marketing is advertising marketing. How to use advertisements inside and outside the site to achieve a linked effect to form a closed loop of traffic. Both brands start detailed operations even before going online, and set specific marketing strategies at every point in time.
Katherine said the joint name was divided into four stages: warm-up, launch, transformation, and remarketing.

The four stages of a joint name
Warm-up period: September 19 to September 26
The campaign took about 8 days to cover a wide range of people through the export of a healthy sports lifestyle:
- Off-site mainly creates suspense by posting posters on social media, blocking co-branded brands and products, leaving suspense for fans, continuing to interact with fans, and enhancing fans' stickiness;
- At the same time, the site will use coupons and cooperate with external drainage through brand drainage reward programs to enhance marketing ROI.
Outbreak period: September 27 to October 16
The almost 20-day active outbreak period focused on more accurate fashion and sports and health categories, making professional and targeted accurate contact:
- Off-site marketing pays more attention to brand concept output, and professional production content is more PGC content;
- The site attracts traffic through Amazon brand promotion tools, and at the same time provides promotional resources such as DOTD in cooperation with Amazon;
- In addition, baleaf also uses Amazon display advertising to enhance exposure and launch promotions and coupons at various stages.
Transition period: October 16 to November 20
This stage is more about expanding and transforming the target audience. Targeting the Black Five Network 1 period:
- Off-site mainly collaborates with influencers and cooperates with some user-generated content UGC;
- On the website, another wave of marketing was carried out at the flagship store, and combined with Amazon DSP and in-site advertising to reach a concentrated audience.
Remarketing period: November 20 to December 24
At this stage, the joint name focuses on advertising and marketing within the site, promoting the consumption of old customers and encouraging potential new customers through exclusive members-only discounts and customized brand promotions.

While discussing whether there will be many obstacles to this joint campaign, Katherine and Jalen said that the preparation cycle for this joint campaign, which lasts for half a year, can continue in an orderly manner until the successful completion of the event is inseparable from the effective collaboration of the Amazon team.
Baleaf and OroLay, along with the Amazon Seller Growth Service exclusive consultant team and the Amazon advertising team, have formulated a global marketing plan for the joint campaign to link time, people, channels and content, and organically combine multiple advertising, promotion, and brand strategies.

Katherine said, “With the support of Amazon Seller Growth Service's dedicated consultant team, we have unlocked a variety of Amazon resources, which were previously only available to big international brands. Our brand performance has greatly improved during this period. "

This joint name is both an opportunity and a difficult challenge for both brands. When talking about how brands can be co-branded on Amazon, both parties are very sentimental, saying that some things must be done, while others can be done better.

If the brand is built steadily, there will be no “dissatisfaction with soil and water” on the way to the sea
Compared to joint names with major international brands, doing a joint name on Amazon is more about deepening the customer's impression of the two brands, that is, building the brand well, so that going out to sea will not make the joint name “disagree with the soil and water” and become a small “play for yourself” activity.
Jalen said, “If you want to do a joint name on Amazon, the brand is very important. Reaching hundreds of thousands of consumers in a year without channels or brands is not the same as reaching hundreds of thousands of customers after putting effort into building a brand and then slowly making consumers aware of your brand. This kind of intangible asset is very valuable. "

Therefore, OROLAY suggests that sellers who go overseas on Amazon can determine their brand positioning and brand tone from the beginning, and understand the audience they want to reach. At the same time, product innovation and quality are the foundation of building a brand, and conveying brand culture is also the key to making consumers recognize the brand. In other words, any details that may be reached with consumers must be managed and controlled.
Catherine said, “If you want to do a brand co-brand, and if you want to add brilliance to your overseas business, brand positioning is the cornerstone, and the user base is the city wall. "
Through this joint campaign between Baleaf and OroLAY, both brands have achieved growth beyond expectations, promoted brand building and enhanced brand value to a certain extent. The success of both parties is inseparable from each other's run-ins and meticulousness, but there are things that can be done better.

To strengthen memory points, joint names must not only “fight out of the circle”, but also take into account the long term!
“Attracting customers” also requires “retaining customers” to go further along the path of joint names. For most brands, it may not be difficult to “go out of the ring” once or twice, but it is no easy task to seize the rapidly changing needs of consumers.
Jalen said that the current joint name focuses more on strengthening the impression of the two brands in the minds of consumers and finding product development points that resonate with consumers. In this way, even if there is no OroLay logo on the clothes, everyone knows where this product came from.
Jalen said, “Since this is the first attempt at an overseas joint name, this joint name has a lot of room for improvement in marketing and products, such as supply reserves and product matching. Subsequent joint names will also put more effort into product innovation. "
At the same time, OROLAY is also establishing a localization team in the US, hoping to improve familiarity with the consumption habits, atmosphere, and environment of the local market and launch more offline marketing activities.

Katherine believes that in order to actually achieve brand co-branding, it is still necessary to start from user needs and create serialized and localized co-created products to strengthen consumers' memory points. At the same time, it is also necessary to focus on more resources so that joint brand activities can be seen by more consumers.
Katherine said, “For brands from 0 to 1 that are just undergoing transformation and branding, it is very suitable for brand co-branding. Through complementary advantages and common ideas, both parties can penetrate and expand their audience. The results were still quite good this time and gave us confidence, but we think it could be better. Therefore, a new joint name is also being prepared this year, and it is hoped that it can be implemented offline this time. "