Le Creuset Catches Crossover Success With Pokémon
Cooking and Pokémon wouldn't seem like the most obvious collaboration opportunity. But in Singapore, that's exactly what happened: And it was very effective, as data from Tubular Labs' recent Unexpected Partnerships report reveals.
- Le Creuset's Singapore Instagram page unboxed a new Pokémon-themed cookware collection, and quickly caught 15.3M views and 459K engagements – which were 139x and 216x their typical averages, respectively.
- While the partnership doesn't seem obvious on its face, underlying data showed how the two brands may have been a perfect match in Singapore, especially. Among food & drink audiences on YouTube in Singapore, Pokémon was No. 6 by also watched topics (at 16% overlap).
- Pokémon has global popularity, of course, but understanding how that popularity plays out with specific audiences (be it interests or geography) sets content up for more success.
Check out the full Tubular report here for more on the power of these unexpected partnerships (and the data that can power them).
