From Meh to Memorable: Cracking the Creative Code of Brand Partnerships

Grounded in original research from Ideally with 1,236 Australian respondents, commissioned by Amazon Ads Brand Innovation Lab, From Meh to Memorable maps the gap between audience receptivity and brand recall, and what separates the partnerships people remember from the ones they forget.

Discover the three factors that determine whether a partnership resonates:

The right fit: A third of Australians say alignment with a show's values and tone is essential for a partnership to feel natural.

A great idea: 35% say the best collaborations add genuine entertainment or usefulness, the single biggest driver of success.

Execution across touchpoints: Audiences consistently reward natural integration and punish poor creative craft.

To win, brands must pair bold creative ambition with authentic alignment. 89% of Aussies are receptive to brand integrations, yet only 25% can recall one. Fandom is the force multiplier: passionate fans are 55% more likely to remember brands that show up in the content they love.