Parallelogram: Edition 2

Hi there 👋🏽!

Welcome back to the Parallelogram! We’re in the heat of summer and, as expected, the girls are outside (with multi-year partnerships). Guess who else is outside (but getting paid far less)? This girl 🙋🏽‍♀️, with a newly discovered obsession: rockhounding.

Rockhounding—looking for cool rocks outside—is one of a few retiree activities I’ve adopted in my quest to be more present. I turned to TikTok for tips and quickly realized I’d stumbled upon some of my other favorite treasures: niche creators with fervent fan bases. 

It’s my job to keep an eye out for creators like @Agatemagnet, who’s amassed a significant social media following by going deep on specific worlds for their devoted viewers. We find that they produce more eye-catching partnerships and creative activations, and typically inspire more engaged audiences. Hit me up if you want to geek out on rockhounding or niche creators, and make sure to read The Brain this week for a partnership that combines both 😏⬇️. Spoiler: it involves a scavenger hunt.

You’ll also hear from my colleague Maya about the brain science behind why celebrity partnerships work 🧑‍🔬, along with an interview with the queen and jester of CPG herself 👸🤹, and a few other fun things. 

A quick perspective from smart people we know.

We’ve got Andrea Popova from Consumer Packaged Goods Directory (CPGD) on the mic this week. Andrea’s developed a name for herself as the go-to news source for all things CPG, and lately, for companies looking to find their funny bone 🦴.  

Where do you see celebrities adding the most value for CPG brands?
The most consistent lift I've heard celebrities driving for their brands is opening conversations for retail. It seems retailers are heavily influenced by the involvement of talent, which makes initial buyer conversations much more available. I can think of several celebrity brands this year that launched in a major US retailer before ever selling online–mostly driven by the talent's involvement. 

Are there any areas of CPG where you think talent should be used more? What about less?
I don’t think alcohol and makeup need another celebrity partnership, but when it makes sense, it works, no matter how saturated the market gets. An area that I think is still undersaturated when it comes to talent is the supplements/health space–especially in cases where celebrities are open about their conditions and a CPG brand helps alleviate their symptoms. I would love to see Khloe Kardashian launch a sunscreen/skin protection brand following her melanoma scares. I know the Kardashians have previously launched and closed a sunscreen brand, but if they relaunched now with a focus on science and efficacy, it could be really effective.

What’s a trend that you love? And one that you wish would go away?
I love the increasing skepticism around supplement efficacy and health claims. ‘Better-for-you’ really has to be better for you in today's climate! I'll be honest, I hate the trend of stuffing protein powder into a product and calling it high protein. I care much more about the quality of the ingredients (are they whole and unprocessed?) vs. the quantity of the grams of protein. A personal preference, but something I wish would change!

You can sign up for Andrea’s newsletter here–expect the latest CPG brands/news, think pieces, job postings, and VIFs (Very Important Gifs).

Welcome to The Brain 🧠, a playground where our team comes up with fantasy talent partnerships for brands we admire.

This month, we dreamt up a partnership for Burt’s Bees 💭 (If you know anyone on their marketing/brand team, feel free to send ‘em our way 😉.)

We’ve clocked a growing number of creators trying to get people off the internet and into nature, reflecting a larger trend of young people turning to naturist hobbies to cope with rising mental health issues. Brands would do well to notice them.

Brand: Burt’s Bees

2025 Vision: Burt's Bees recently released their 2025 impact vision →  1) “Reduce waste and energy, and work toward a circular economy” and 2) “Uplift communities and improve sourcing practices.”

Our assumptions: We’re guessing this trusted brand (that turns 40 this year!) is seeking positioning that both allows them to compete with newer “it” brands for the attention of younger generations, and also embraces their reputation as a homespun brand proud of its Maine roots.

Talent: We’re recommending a cohort of creators (Black Forager, edible forager; Ryan the Digger, rockhound; Ben Kielesinski, explorer) that we’ll call The Pollinators—nature hobbyists who spread a love of nature by sharing their adventures with their followers.

Why the Pollinators: The Pollinators give Burt’s Bees credibility as a wholesome and eco-conscious brand. More so than other creators, they demonstrate a genuine commitment to sustainability and environmental stewardship through their relationship with nature, making their partnership and endorsement particularly impactful and trustworthy. 

Campaign idea: Burt’s Bees hosts scavenger hunts throughout the country with region-specific lists including rocks, foraged plants, and selfies with natural landmarks. The Pollinators film videos introducing their followers to the rules of the scavenger hunt, announcing the prizes available for winners, and giving players hints throughout the day. The prizes? Free trips to go adventuring with a Pollinator 😎.

Shoot us any brands you’d like us to cover next—we’re happy to put our brains to work 🫱🏻‍🫲🏽.

We’re demystifying talent partnerships by answering the most common questions we get. Class = now in session 👩🏽‍🏫.

How often do you buy something, and as you’re tearing through the packaging, think: “Why did I buy this?” Although we like to believe it was free will, our subconscious brain works in mysterious ways and informs purchasing decisions in ways we’re not even aware of¹. There’s been plenty written about the psychology of shopping, but not about the specific ways that celebrity talent fits in. Here’s why talent partnerships work:

¹Shaw, Steven D. & Bagozzi, Richard P. (2016) Are the Brain and the Mind One? Neuromarketing and How Consumers Make Decisions. University of Michigan. 
²Basiouny, Angie (2023) The Marketing Psychology Behind Celebrity Endorsements. Knowledge at Wharton. 
³Errecarte, Vanessa (2021) What does a bundle of nerves have to do with marketing? Marketing Simpliflied. 
⁴Britney Spears Pepsi commercial

Free consulting hours, on us. Submit your questions here, and we’ll answer them in future issues!

Q: I lead marketing for a B2B SaaS brand—is there a world where talent partnership makes sense for us?

A: There is such a world, and it’s a big, beautiful one–if you strategize it correctly.

As the Parallel POV says, so many of our purchase decisions are a result of exposure and positive associations, which talent can do for any brand, whether B2B or B2C.

That said, the reason we see most talent partnering with consumer brands is because it’s easier for a person to value a recommendation from an actor about their favorite shampoo than, let’s say, a sales CRM (cough cough). But that doesn’t mean it’s not possible. If a well-respected YouTube creator known for reviewing software tools came on as a talent partner for a sales CRM, that endorsement would mean a lot.

All companies can stand to benefit from talent partnerships from an awareness standpoint, but purchasers are more likely to trust recommendations from talent who have authentic connections to (and an understanding of) the product. For max impact, make sure the talent you choose can create trust and authenticity in the eyes of the purchaser, whether you’re targeting consumers or businesses.

Here’s what we’re paying attention to 🔎:

👀 Don’t freak out, but Kerry Washington is Winxing at you.

🦓 Naomi Watts-founded Stripes gets scooped.

👸 Seems like Barbie loves a G&T.

🔥 Women’s sports couldn’t be hotter.

⭐️ Need advice in the bedroom? Try Christina Aguilera's sex hotline 💋.

That’s a wrap. See you next month!