Supercharge Your Brand Partnership Strategy Like Joey Mattress 😎 (Part 2)
Ready for MORE Joey Mattress? 🤩
If you haven’t read our 1st Joey Mattress article yet, read it here.
For our frequent readers, we’ve got a wonderful surprise for you in this 2nd article! 👍
Here, we interviewed Joey Mattress’ partners: Kandle Kandle, ana tomy and Bros Malaysia.
These 3 brands shared their brand partnership insights after collaborating with Joey Mattress.
To recap, Joey Mattress started a movement for their 2nd Birthday 🎂 which is aimed at 2 things:
- To spur local businesses to support one another during the pandemic 🦠
- To provide better sleep to all Malaysians. 🇲🇾
You’ll find this article useful, especially if it’s your first time considering a brand partnership.
So, if that’s you, read on! Don’t miss this juicy article! 😲
- Kandle Kandle
- ana tomy
We began our interview with the founders of Kandle Kandle, Junor Law and Chew Kah Peng.
These amazing founders are both candle enthusiasts at heart. Guess what’s their BIG DREAM? 🤔
It’s to produce luxury scented candles at an affordable price to all customers, explained Junor and Chew.
Too many people think luxury scented candles are expensive. So, both these founders want to change that! 💪
Thus began the journey of Kandle Kandle in 2018. (Forget about fancy European-made scented candles. BUY LOCAL! 🇲🇾)
Today, Kandle Kandle sells candles (their signature product), along with other products such as room sprays and essential oil for diffusers.
What Inspired Kandle Kandle To Produce Room Sprays?
For this brand partnership with Joey Mattress, we were intrigued to learn why Kandle Kandle chose to produce room sprays over candles (their signature product).
So, we popped them the question. 🤔
Both founders explained they wanted Joey Mattress’ customers to experience an instant lift in their bedroom’s atmosphere. Something that’s a good mood booster.
That’s when they felt inspired to create a room spray specifically for Joey Mattress’ movement after seeing the slogan, “Good For Bed”. 🛏️
A room spray is the perfect product, explained Junor and Chew. It provides that immediate boost and takes away all the stress and negative vibes.
If you’re a business owner reading this, it’s worth noting that it isn’t always necessary to promote your signature product. 💎
But you can also consider promoting other products at your shop, especially products which you think deserve more attention from your customers.
For all you know, that product might become a best-selling hit. All it needs is just some exposure! 😉
Similarities in Kandle Kandle and Joey Mattress’ Brand Vision
Wondering how Kandle Kandle’s brand vision ties in with this brand partnership? So are we!
Junor and Chew explains both Kandle Kandle and Joey Mattress share a common brand vision. 🤝
That common brand vision is to help people relax and enjoy better sleep.
If you observe carefully, it’s pretty obvious Kandle Kandle didn’t take the easy way out! How so? 🤷♂️
Well, instead of promoting their existing collection of room sprays, they experimented with a new scent to create an entirely new room spray for the campaign.
Eventually, they came up with a 100ml Bedroom Spray that smells of Ambrette, Sea Salt and Wood Sage.
The combination of sea salt and wood sage gives your room a restful sensation.
Most of all, it helps you sleep more peacefully. 😴
Based On Kandle Kandle’s Experience, Why Are Brand Partnerships Important?
Both founders agreed that this strategic partnership with Joey Mattress is beneficial. 👍
As it will help them create greater brand awareness and expand their existing customer base, they explained.
We agree with their reason.
This is because having similar brand visions with your brand partners also means you’re more likely to share similar target audiences. 🎯
So, if you collaborate with like-minded partners, you’ll be able to expand your reach and build a bigger customer base.
In short: it’s a win-win situation for all partners involved. 🤝
Potential Brand Partnership Problems Faced By Kandle Kandle
Kandle Kandle specialises in a very niche industry.
It’s probably an industry which most of us aren’t familiar with. 🤷♂️
So, we were curious to learn what problems they encountered when planning their brand partnership for Joey Mattress’ 2nd Birthday.
Both partners revealed that one of the biggest problems was finding the right scent for their room spray.
Scent is very subjective. It appeals to people differently. 🤔
Different scents paint different imagery in your mind; some scents paint lovely memories, while others paint other types of memories.
On top of that, it takes lots of time to curate a scent that’s calming, relaxing and perfect for bedroom-use.
But their hard work was worth it after they produced their unique 100ml Bedroom Spray.
Interested to learn more about Kandle Kandle? 🙃
Next, we spoke to Fidella Ch’ng, one of the 3 founders of ana tomy. This brand was founded by herself, Zeejay Wong and Cliff Leong.
Fidella introduces ana tomy as a brand that celebrates being yourself. Being yourself also means being different from others, she added. 🎁
As such, we want our customers to stay true to themselves, and yet create happiness everywhere they go, she explained. That’s ana tomy in a nutshell.
Fidella also revealed that ana tomy was started in 2015 with a goal to disrupt the market by producing customised/personalised products.
More than that, ana tomy wanted to curate a space for their customers to express their personality. 🎨
Secondly, they wanted to build a community that drives creativity and inspiration through personalised experiences.
ana tomy and Joey Mattress’ Brand Vision
Now, you’re probably wondering how notebooks and sleep go together. 🤷♂️ We’ll explain.
If you look carefully at ana tomy and Joey Mattress’ brand vision, it actually bridges the gap between two seemingly unrelated products.
They share a similar brand vision which encourages people to see things differently/unconventionally.
In other words, both brands are actively involved in challenging the status quo, Fidella elaborated. 💪
For instance, Joey Mattress took a creative approach to the conventional mattress business and turned it into a new offering, such as their 99-night mattress trial.
Given the creative nature of both brands, it makes sense for ana tomy to collaborate with Joey Mattress. 💡
Who Is ana tomy’s Target Audience?
60% of ana tomy’s customer base consists of locals who are entrepreneurs, professionals, homemakers and creative individuals. 👨👩👧👧
In general, Fidella explained that their audience consists of people who value creating and imagining new possibilities.
This includes any form of creative expression; whether it be creating new businesses, brands, goals, projects, arts, illustrations, music or recipes, the list goes on. ✍️
From this, you can tell that ana tomy’s target audience mirrors Joey Mattress’ customer persona.
Both brands are targeting people who enjoy trying new/unconventional things. 💎
For this reason, creating a unique product, such as a limited-edition cover sleep journal, helps to bring out the best of their brand vision.
Customer Experience: How Does Your Product Design Make Your Users Feel?
Here, Fidella gives us more details into the sleep journal’s product design, and why they thought of producing it in the first place. 💡
“First, we hope they’ll like it”, Fidella commented.
She went on to explain that the sleep journal is designed for those who want to monitor their quality of sleep without needing the use of technology.
Well, what does this mean? It means monitoring your sleep without the use of gadgets (like your phone, iPad, etc.). That’s what ana tomy hopes to help its customers achieve! 🙂
On that note, she anticipated that some of her customers will ask particular questions out of curiosity like:
“We can easily monitor our sleep through our smartphones. So, why bother producing a sleep journal?” 🤔
Her answer to this question is simple: This sleep journal was only made for a very niche market. It’s specially made for those who need it.
Fidella also remarked that when you sleep well, you’ll simply become more productive and happier – which lies at the core of of their brand.
So, creating a sleep journal makes sense – it increases their customer’s happiness. How so? 🤷♂️
Well, with this sleep journal, ana tomy’s customers can potentially find better ways to improve their quality of sleep, and thus, improve their lifestyle quality.
ana tomy’s Advice To Develop A Fruitful Brand Partnership
If you’re looking for practical steps to develop a fruitful brand partnership, then check this out.👇
Below, Fidella will share some tips that might help! 💪
Establish clear goals, she advises. Always keep an honest and open communication with your brand partners.
Furthermore, she noted it’s helpful to ask yourself these critical questions:
- “What do I hope to achieve?”
- “What value can I bring to my brand partners and my customers?”
- “How can I do things differently from others?”
Be sure to also create an inclusive environment for all your business partners to contribute their ideas, she reminded. 🤓
This means allowing everyone involved to speak up about their ideas. Always listen to everyone’s ideas and strategies. Learn about each other’s strengths.
After all, crazy ideas may not sound so crazy if it’s aligned with your goals and is well-executed, she smiled. 🙂
Lastly, avoid collaborating with brands, just for the sake of collaboration itself. 🙅♀️
Take a quick look at your water tumbler. Are you using BROS?
YOU ARE?! Well then, you might be interested to learn more about this brand that you’re using! 👍
For this interview, we spoke with Chia Lee, BROS’ Branding & Marketing Executive.
She told us BROS’ story of how they started in 2004, selling single-coloured reusable water bottles.
As they grew bigger, BROS had a fun idea to print creative designs and inspiring messages on their bottles. 🤩
They did this with the intention of transforming this daily necessity (water bottle) into an accessory of style – to celebrate art, explained Chia Lee.
Today, BROS sells a wide range of items ranging from reusable water bottles to food containers, all available at our local shopping malls. 🛍️
How Does BROS’ Brand Values Tie Into Joey Mattress’ Movement?
At heart, BROS upholds 3 brand values: trustworthiness, creativity and passion. ✨
Since its inception, BROS has been actively involved in nurturing a creative and fun lifestyle in everything they do, Chia explained.
She elaborated that they nurture creativity through their products and graphics or the events and campaigns which they organised. 🎨
BROS has always been open to creative ideas and exciting projects, especially projects that empower local businesses and improve people’s lifestyle quality.
So, this very reason attracted them to join the movement started by Joey Mattress.
Why Did BROS’ Decide To Partner With Joey Mattress?
BROS has always been a huge supporter of local businesses, Chia Lee explained. 💪
Since its inception in 2004, BROS has organised numerous campaigns aimed at supporting local businesses, she elaborated.
For instance, in 2020, BROS launched a brand new collection of 60 water bottles under the theme “HOME IS ___”.
This theme is aimed at raising a social dialogue on what Malaysia means to everyone of us as Malaysians. 🇲🇾
For this theme, they collaborated with local artists – Fritilldea, Ranerrim, Brindha Kumar and Loka Made on a Limited-Edition “Artist Series” where these artists shared their perspectives on being Malaysian.
Another example of BROS’ active support for local businesses is during Merdeka and Malaysia Day last year. 📅
They partnered with 3 local brands: APOM, Kintry and Loka Made.
Chia Lee explained their aim was to create Malaysian-themed bundles to sell on BROS’ e-store (e.g. APOM’s slang t-shirt and BROS’ slang bottle bundle).
So, they produced a series of video campaigns highlighting everyday people from all walks of life, sharing their story and what Malaysia means to them.
If you’re interested, you can watch the video below:
For these reasons, it makes sense that BROS was keen to join Joey Mattress’ movement! 🏃♂️💨
How Did BROS Change Its Brand Strategy To Adapt To COVID?
Curious to learn how BROS adapted to COVID, we asked Chia Lee to provide us with some insights that could help you do the same. 💪
We have started putting more focus on our online presence, she noted.
This is accomplished through social media or creating exciting promotional campaigns and gift sets on BROS’ e-store during the festive season, she commented. 🙂
There is a huge behavioral shift to shop online more than before. So, BROS has shifted a lot of their focus to the online market.
She also added that BROS’ will be having an upcoming launch for their 2021 bottle collection “Life, Space and Everything in Between”.
This launch will also take place in late May, and will be done virtually.
Wrapping It Up…
What are your thoughts after hearing these insights from the 3 brands above? 🤔
Take some time to digest this article, and then ponder how you can use some of the practical tips above to kickstart your brand partnership campaign.
Next, we’ll be interviewing Joey Mattress’ final 4 brand partners: Salang Design 👕, Perfectly Tea ☕, Goodpair Socks 🧦 and Lilin+Co 🕯️.
So, stay tuned for our third article!
Until next time, continue to #sapotlocal! 💪