In the age of influencers and hypebeast culture, brand collaboration (or collab, as it’s often called in online parlance) has become a powerful marketing tactic.

From the sensible to the utterly wild, it seems there’s a new collab ricocheting across the internet each week. Some we should have seen coming—Starbucks partnering with Stanley to sell a limited-edition version of its insulated Quencher cups at Target—while others seem out of left field (at least at first glance).

What is the recipe for creating a successful brand collaboration? There are a few elements.

1. Just enough audience crossover

Collaborations should be mutually beneficial, which means you want a partner that makes logical sense. While you probably shouldn’t pair up with a direct competitor, you do want to find a brand that serves an audience you want to reach.

This is why the Nike x Tiffany collaboration worked so well. Tiffany is working to shake its staid reputation and court a younger, more diverse audience. Nike often engages in quirky collabs to appeal to sneakerheads eager to drop significant cash on limited-edition styles.

When the brands united to launch Nike Air Force 1s with the swoosh in the iconic Tiffany Blue, the shoes flew off the shelves.

2. A to C thinking

A concept I learned in taking a few improv classes at UCB was that of “A to C” associations. If an audience member at a show shouts “tulips” as a scene suggestion, the improviser’s first thought might be “florist.” But their next thought might be the song “Tiptoe Through the Tulips” by Tiny Tim.

While starting a scene about a flower shop would be on the nose, launching into one about an eccentric 1960s musician or the character from A Christmas Carol would be delightfully unexpected.

Just as in improv, the best brand collaborations are “A to C” pairings. A condiment company and a snack company? Great, but not something likely to cause a stir. Hidden Valley Ranch and Burt’s Bees launching ranch dressing and wing-flavored chapsticks? Wait, what? I have to Google this immediately.

Collaborations should be mutually beneficial, which means you want a partner that makes logical sense. While you probably shouldn’t pair up with a direct competitor, you do want to find a brand that serves an audience you want to reach.

3. Limited availability

The final crucial element of a successful modern collab is FOMO.

Many of the quirkier collaborations get by on hype and bragging rights. Your friends might scorn you for buying chicken wing chapstick if it was the kind of thing you could pick up on any given day at CVS. But if you’re one of the few people who can whip out this bizarre novelty product at a party? Suddenly, you’re the center of a lively conversation (and people probably want to try your chapstick).

In many instances, hype begets more hype. These limited edition products tend to have a healthy life in the resale market, with collab merchandise listed for exorbitant prices after selling out.

Case in point: The Balenciaga x Erewhon collab spawned $725 t-shirts and $14 charcoal smoothies. And while you won’t find these items on the brands’ sites, you can purchase a smoothie second-hand for $250 (and no, that’s not a typo).

The final verdict on bizarre brand partnerships

This marketing tactic will not be right for every brand. And personally, I have mixed feelings about some of the stuntier collabs out there.

Yes, the Hidden Valley x Burt’s Bees chapstick resulted in lots of media coverage and sold out quickly, but will it make a lasting positive impact for either brand? Probably not.

On the other hand, the Tiffany x Nike collaboration feels more intentional and strategic—like it could actually move the needle on reshaping the audience for both brands.

The differences in these collaborations also reflect the brands that launched them. An attention-grabbing gimmick that asks people to buy a $3 chapstick inspired by a $4 salad dressing makes sense. When you’re selling $50,000 engagement rings, you need to play the long game.

Ultimately (as with everything else in marketing), there is no one-size-fits-all answer. If you think a collab might benefit your brand, start with strategy before diving headlong into an offbeat pairing.

Need help deciding whether a new marketing tactic is suitable for you? We’re here to size up your situation and give our honest feedback.