10 Cross-Promotion Examples and What to Copy (2026)
Cross-promotion is when two brands with the same kind of customer promote each other, through a joint giveaway, a shared product, a newsletter swap or a bundle.
Both reach a new audience that already trusts the partner, at little or no ad cost.
Below are 10 real cross-promotion examples, what each one did right and how to copy it with a partner of your own.
Key takeaways
- Pick a partner with the same customer but a different product.
- Give the audience a clear reason to act, like a bundle, discount or reward.
- Tie the campaign to a moment or a deadline to create urgency.
- Track every campaign with unique links or codes, then repeat what works.
What Is Cross-Promotion?
Cross-promotion is a partnership where two or more brands promote each other’s products to their own audiences. You borrow the trust your partner has already built, and they borrow yours.
Here’s why it works:
- It costs very little. Both brands use channels they already own instead of paying per click.
- It comes with built-in trust. A recommendation from a brand customers already know carries weight.
- It reaches new people. Your partner’s list and followers include buyers of complementary products who’ve never heard of you.
- It moves fast. A good campaign can lift traffic, signups or sales within days.
Types of Cross-Promotion
Cross-promotion takes several forms depending on your goals and partner:
- Co-branding: two brands create a joint product, such as the Apple Watch Nike edition.
- Email swaps: partners feature each other in their newsletters to an already engaged audience.
- Product bundles: complementary products sold together at a discount, which raises order value for both.
- Influencer partnerships: a brand works with a creator whose followers match its customers.
- Social media campaigns: joint giveaways, co-created content or mutual shoutouts.
- Content collaborations: co-authored ebooks, webinars or guides that serve both audiences.
10 Cross-Promotion Examples That Worked
| Partnership | Format | Lesson |
|---|---|---|
| BlendJet x Herbivore | Joint giveaway | Make following both accounts the entry |
| McDonald’s x DreamWorks | Co-branded meal | Ride an existing cultural moment |
| e.l.f. x TikTok creators | Creator campaign | Give creators a hook, not a script |
| Thursday Boots x Cobbler’s Choice | Product add-on | Sell what the buyer needs next |
| AllTrails x Calm | Activity reward | Reward an action, not a signup |
| Apple x Nike | Product collaboration | Build something neither could alone |
| Adidas x Ivy Park | Co-branded collection | Target the shared identity |
| The Chat Shop x LiveChat | Co-written ebook | Share every lead |
| Coca-Cola x Oreo | Limited edition | Put an end date on it |
| Byredo x Ouai | Co-branded product | Combine different strengths |
1. BlendJet x Herbivore
BlendJet and Herbivore Botanicals ran a summer giveaway on Instagram. Followers could win a BlendJet portable blender and Herbivore skincare by following both accounts, liking the post and tagging friends.
What they do right: The brands share a health and wellness buyer without competing, and the entry rules guarantee both audiences meet.
Steal this: Find a brand that serves your customer with a different product, and make following both accounts the entry requirement.
2. McDonald’s x DreamWorks
McDonald’s created Shrek-themed Happy Meals with DreamWorks, with collectible toys and packaging from the films.
What they do right: McDonald’s rides the movie buzz, while DreamWorks gets its characters into restaurants worldwide. Collectibles bring families back for the full set.
Steal this: Time your partnership to a release, holiday or trending moment so it borrows attention that already exists.
Also check: Product Bundling Examples That Boost Sales
3. e.l.f. Cosmetics x TikTok Creators
e.l.f. launched its #eyeslipsface campaign on TikTok with an original song and invited creators to post their own makeup videos to it.
Thousands of creators joined, and it became one of the platform’s best-known brand campaigns.
What they do right: e.l.f. gave creators a hook, not a script. Each video looked native to the creator’s feed, so followers watched instead of scrolling past.
Steal this: When you work with creators, share the product and one clear idea, then let them decide how to present it.
Boost Conversion Instantly
Add Social Proof & Urgency to your website
4. Thursday Boots x Cobbler’s Choice
Thursday Boot Company sells Cobbler’s Choice shoe cleaners, conditioners and waterproofing sprays alongside its boots, so care products sit right next to the purchase.
What they do right: Anyone buying premium boots needs a way to keep them looking new. The pairing feels natural because it solves the next problem the buyer has.
Steal this: Ask what your customer needs right after buying from you. The brand that sells it is your ideal partner.
5. AllTrails x Calm
For Mental Health Awareness Month in May 2024, AllTrails users who recorded a hike received three free months of Calm.
The two apps also released a co-branded “Sounds of the Top Trails” collection inside Calm.
What they do right: The reward had to be earned by doing something, which reached active users rather than freebie hunters. Tying it to Mental Health Awareness Month gave the offer a clear reason and deadline.
Steal this: Make the reward depend on an action, not just a signup, and anchor it to a moment your audience cares about.
Also check: 20 Sales Promotion Techniques That Work (2026)
6. Apple x Nike
Apple and Nike created the Apple Watch Nike edition, pairing Apple’s smartwatch with Nike’s sports branding, watch faces and bands.
What they do right: Both brands add product value. Apple brings the hardware, Nike brings the fitness identity, and the result is better than either alone.
Steal this: The strongest partnerships create something new together rather than just mentioning each other.
7. Adidas x Ivy Park
Adidas and Ivy Park released inclusive athletic and streetwear collections from 2020 until the partnership ended in 2023.
What they do right: Each drop targeted one clear identity, which gave it a story both fan bases could connect with.
Steal this: Don’t try to please both audiences equally. Find the values they share and build the campaign around that overlap.
8. The Chat Shop x LiveChat
The Chat Shop and LiveChat co-wrote “A Complete Guide to Online Sales” and promoted it to both email lists and social audiences.
What they do right: Every download needs an email address, so both partners collect leads, and the guide positions both as experts before any pitch.
Steal this: Co-create one useful guide or webinar, gate it with an email form and share every lead. It suits B2B brands especially well.
Also check: How to Create Urgency in Sales
9. Coca-Cola x Oreo
In 2023, Coca-Cola and Oreo swapped flavors: a Coca-Cola drink inspired by Oreo and an Oreo cookie inspired by Coca-Cola, both sold for a limited time.
What they do right: Limited availability did the selling. Fans of both brands had one window to try them, which created buzz on its own.
Steal this: Put an end date on your cross-promotion and show it with countdown timers on the landing page, the same urgency that powers flash sales.
10. Byredo x Ouai
Fragrance house Byredo and haircare brand Ouai added Byredo’s Mojave Ghost scent to Ouai’s leave-in conditioner as a limited edition in 2021.
It followed their first collaboration, a dry shampoo that sold out in 72 hours.
What they do right: Each brand brought a skill the other lacks: Byredo the scent, Ouai the formula. A strong first drop made the second one an easy yes for fans.
Steal this: Partner on different strengths, not similar ones. Ask what your partner can do that you can’t, and start a second round when the first works.
How to Find the Right Cross-Promotion Partner
- List your customer’s next needs. What do they need before, during or after using your product? Those needs point to your partners.
- Check audience overlap. Same customer, different product. If you sell the same thing, you’re competitors.
- Match audience sizes. Partners within a few times your size tend to see balanced results on both sides.
- Align on quality. Your reputation travels with your partner’s, so check their reviews and service first.
- Start small. Begin with a newsletter mention or shoutout before committing to a co-branded product.
Cross-Promotion Ideas by Channel
- Instagram and TikTok: joint giveaways, co-created Reels and mutual Story shoutouts. Best for awareness and follower growth.
- Email: newsletter mentions, dedicated partner emails and co-authored content. Best for leads and traffic.
- Content: co-written posts, webinars, ebooks and podcast swaps. Best for long-term SEO and authority.
- Product and in-store: bundles, co-branded packaging and receipt offers. Best for order value.
- Events: co-hosted workshops and shared booths. Best for local and B2B brands.
- Your website: partner recommendations and social proof notifications like “Sarah from Austin also bought [partner product]” work as both proof and a gentle cross-sell.
How to Start a Cross-Promotion Campaign
Once you have a partner, the campaign comes down to six decisions. Agree on them in writing so both sides work from the same plan.
- Pick the partner. Same customer, different product, no direct competition.
- Set one goal and a number. Traffic, subscribers or sales, with a target both sides agree on.
- Build an offer worth the click. A bundle, discount, trial or giveaway that only exists in this campaign, with one clear call to action.
- Make the materials together. Co-branded posts, emails and a landing page. Agree who produces what.
- Launch on the same day. Promote one shared landing page from both brands’ channels at once.
- Review and repeat. Compare results to the goal, fix what underperformed and run the next round.
How to Measure Cross-Promotion Success
- New audience reached: followers, subscribers or visitors from your partner’s audience, tracked with UTM links or a unique landing page.
- Engagement: opens, clicks, comments and shares compared with your usual baseline.
- Conversion rate: how many new visitors bought or signed up.
- Revenue: sales tied to a unique code like PARTNER15 or a tracking link.
- Cost per acquisition: time and effort count too, so compare it with your paid ads.
Boost Conversion Instantly
Add Social Proof & Urgency to your website
Common Mistakes That Kill Cross-Promotions
- Choosing size over fit. A huge partner with no audience overlap brings impressions but few sales.
- No clear terms. Agree on who posts first, who creates what and how long it runs, in writing.
- One-and-done campaigns. If a partner works, keep going. The second round is usually easier than the first.
- No value for the audience. “Check out our partner” isn’t an offer. “20% off for our subscribers” is.
- Ignoring your audience’s reaction. If they don’t respond to the partner, don’t force it.
- No tracking. Without unique links or codes you can’t tell what worked.
Wrap Up
The best cross-promotions feel like a helpful recommendation, not an ad. They pair brands that serve the same customer and give that customer a clear reason to act.
Start with one small campaign, such as a newsletter swap, measure it and grow the partnership from there.
Frequently Asked Questions
What is cross-promotion?
Two brands that share a type of customer promote each other’s products, so both reach a new audience that already trusts the partner.
How do I choose a cross-promotion partner?
Look for a brand with the same customer but a different product, similar audience size and a good reputation.
What are good cross-promotion ideas?
Joint giveaways, newsletter swaps, product bundles, co-written guides and limited-edition co-branded products.
Does cross-promotion work for small businesses?
Yes. It costs little and puts you in front of an audience a larger ad budget would struggle to reach.
Krunal Vaghasiya is a marketing tech expert who boosts e-commerce conversion rates with automated social proof and FOMO strategies. He loves to keep posting insightful posts on online marketing software, marketing automations, and improving conversion rates.
Capterra