Some of the most exciting ideas happen when two worlds collide. At this point of intersection, sparks fly, new possibilities emerge and entire industries can shift. This is the essence of the Power of Two, says the influencer service.

Here's how some of these intersections are working to shape innovation:

Brands X Creators

The foundation of influencer marketing, where creators bring reach, trust and relatability. 

Brands X Creators is the original interface for the industry, where creators can bring reach, trust and creative storytelling that brands can't replicate alone. They know their audience and can translate brand messages into authentic, relatable content, says the influencer service.

An example of this is, KFC X Uncle Waffles. The brand strategically partnered with Uncle Waffles because her energy, image and audience aligned with the brand's youth market. KFC’s interactive 'Hack the Streets' campaign led to a 125% increase in sales and sell-outs, adds the influencer service.

Many brands are also moving beyond the single-sponsor model, opting for creator collectives that aim to offer more reach, voices and creative angles in a single campaign. Jhene Nel, CRO at Nfinity Influencer, explains, "If you're already collaborating with someone who shares your values and audience, you become a packaged solution for a brand looking to scale with authenticity."

This dynamic was displayed in the 'OnePlus 12' campaign, where four notable photographers were invited to capture Monterey Bay and Big Sur using the phone's Hasselblad camera. Each creator was tasked with bringing a distinct style, and their audiences followed along on Instagram and YouTube, making the campaign a multi-creator collaboration, adds the influencer service.

Brands X Fans

Co-creation with audiences to drive loyalty and customisation.

When the audience becomes a collaborator, engagement can deepen and strengthen loyalty. As an example, Lego's Ideas platform lets fans submit and vote on new set designs, some of which become official products, says the influencer service.
 
Another example is Nike's, By You programme, which allows users to use their own design choices to customise their sneakers, turning them into a personal statement, adds the influencer service.

Looking at these examples helps show how people invest more in a brand, financially and emotionally, when they feel like they're part of the process, says the influencer service.

Brands X Brands

Partnerships to reach shared or overlapping audiences.

Partnering with another brand can open the door to new customers and add unexpected value for existing ones. An example of this is the Pick n Pay X FNB eBucks partnership. Shoppers earn rewards for their spending, while both brands boost loyalty and share in the increased footfall. The early stages of this partnership reflected a 20% increase in activity on Pick n Pay Clothing and Pick n Pay's 'ASAP' on-demand delivery service, says the influencer service.

Brands X Sustainability

Joint action with purpose-driven organisations to align with values and impact.

Aligning with credible organisations can make a brand's impact bigger than its product. The most successful purpose partnerships are authentic, measurable and long-term, says the influencer service.

An example is The WWF Nedbank Green Trust, which celebrates its 35th anniversary in 2025. Since its founding in 1990, the trust has invested over R300-million in 153 projects across South Africa, supporting 19 protected areas and catalysing several more, adds the influencer service.

Partnerships like these can show how brands can connect their values to tangible environmental and social outcomes, building trust and loyalty while making a measurable difference, says the influencer service.

Brands X Music

Cultural resonance that connects.

Music is a personal cultural touchpoint. The Beat Goes On, a global research report by VML and Prism Sport+ Entertainment, found that music choice was more important to people’s self-identity than their religion, race, or age group, says the influencer service.

For brands, music provides a look into the interests of the generation. Brands that invest in culturally relevant, data-led music partnerships are likely to resonate, strengthen affinity and turn fans into long-term advocates, adds the influencer service.

Live events remain a fan experience, and brands can own that space. Castle Lite's 'Unlocks' campaign aimed to create South Africa's biggest hip-hop event by strategically targeting the energy of the genre, says the influencer service.

Stories X: A Moment in Time

Brands should prepare to activate their communities with a timely, well-orchestrated message. When Jannik Sinner won Wimbledon, Nike's immediate release of "Winning heals everything" underpinned the French Open finals, says the influencer service.

According to Nel, "The Power of Two is around co-creation at that interface where two things bump up against each other for the first time, often the spark of innovation."

"The new Webfluential 2.0 platform was built to help creators, brands and innovators find those intersections. With our latest release, campaign managers and creators can chat directly within the platform (think WhatsApp-style messaging), with everything from briefs and content submission to approvals and payments happening in a single thread."

"It's everything you need to collaborate like a business, not a beginner," Nel concludes.

For more information, visit www.nfinityinfluencer.co.za. You can also follow Nfinity Influencer on LinkedIn, or on X.

*Image courtesy of contributor