A Collaboration That Shaped Marketing Forever Brand collaborations may seem like a modern invention, but in reality, they’ve been driving business success for centuries. The first-ever documented brand collab? It wasn’t on Instagram. It wasn’t a celebrity endorsement as we know it today.
It happened in 1765 when Josiah Wedgwood, a talented potter in England, gifted a tea set to Queen Charlotte. Her endorsement led to Wedgwood branding his products as "Queen’s Ware," marking the beginning of influencer-brand collaborations.
Although informal by today’s standards, the Queen's public appreciation gave Wedgwood’s brand royal credibility. This was not a paid advertisement but an organic endorsement, which gave his products prestige and drove massive demand.
The key takeaways include: targeting the right audience, aiming for authenticity over mass reach, leveraging exclusivity, and ensuring the endorsement feels natural rather than forced.
Just like Wedgwood aligned with royalty, brands today align with creators who speak to niche audiences. While the platforms have changed, the power of authentic collaborations to build brand credibility remains just as strong.
BookYourCreator helps agencies and brands find the right creators, making influencer collaborations easier and more strategic—just like Wedgwood did, but with modern tools and platforms.
