Collaborations as an Innovative Marketing Tool

Relevance. At the present stage of economic development, collaborations are gaining relevance, which are considered as a marketing and social tool. In 2023, this is a real trend both among local brands and among brands with a global level. This is a way to stand out from the competition and promote a product or service unobtrusively and creatively. Also, the popularity of this tool is added by the lack of binding to any of the types of marketing. It can be argued that collaboration is characterized by universality.The purpose of this topic is to determine the conditions for creating a successful collaboration. Objectives. To achieve it, the tasks are set: to consider the concept of collaboration as an innovative tool, the history of its appearance as a marketing tool, the differences between collaborations and affiliate marketing, types of collaborations, successful and unsuccessful cases, to analyze the successful collaboration of the Laviani Cosmetology and Natural Beauty Center and the Twine Fitness and Stretching studio ShpagettyMethodology. The main research methods used were theoretical – the study of statistical data, research conducted in this area, theoretical training materials on the topic under consideration, practical experience in conducting such campaigns – and empirical – conducting a collaboration and its analysis after completion.Results. As a result, the rules for organizing a successful collaboration were derived and a conclusion was made about the capabilities of the marketing tool in question. Conclusions. Collaborations are an innovative way to attract a new audience, the essence of which is the creative presentation of a fundamentally new product, which is the result of cooperation between two companies with the same values. Despite the long history, collaborations in the form in which they exist now can be called an innovative marketing tool.