December 3, 2021 by Kristina Monllos
Since its founding in 2019, astrology app Sanctuary has no longer most effective grown its person snide nonetheless its Instagram following, gathering 1.4 million followers on the platform in that point. That’s helped to map the appreciate of brands enjoy Google, Pizza Hut and Spotify, among others, that agree with partnered with the app to invent branded astrology inform material in Sanctuary’s signature illustrated vogue for social channels, newsletters, web sites and more.
“Brands agree with in actuality taken prove of this passion in astrology that is awfully licensed among millennial and Gen Z customers,” stated Ross Clark, CEO of Sanctuary, at the side of that the Sanctuary audience skews closely female with out providing valid figures. “They are fervent to map shut and fasten with that passion.”
This year, brands enjoy McCormick, Venmo, Away, Benjamin Moore and Le Creuset agree with worked with Sanctuary to invent personalized branded inform material — at the side of matching paint colours, spending habits or cookware to particular astrological signs — that’s then posted on Sanctuary’s Instagram page. The same in-dwelling crew, which has roughly 10 folks, works on the designate’s inform material for its social channels besides to on branded inform material with partners.
Doing so helps set its signature teach and visual vogue, which Clark stated is obligatory to the success of its designate partnerships. Closing year, Sanctuary secured eight designate partnerships and grew that to 20 partnerships this year — representing a 140% YOY enhance.
“We uncover that brands in actuality are fervent to lean into our teach and illustrated vogue, lean into the playfulness that we elevate to the inform material in the partnership,” stated Clark. “We have ideation classes with brands the put apart we’re working thru options. We have an initial dialog to determine what product or message they need and we’ll reach relief with a pair options in our format.”
The logo partnerships are section of the company’s general marketing map, which is mostly centered on natural inform material in desire to paid promoting placements. It’s unclear how many paid subscribers or users the app has as Clark stated Sanctuary does no longer fragment subscriber or person figures. Subscribers pay for personalized astrology readings and the value varies by the length of the reading with 10 and 15 minute readings the most standard.
“By selectively partnering with brands and customers whose audiences overlap in section with our possess, we’re ready to connect bigger the reach of every and each brands,” stated Clark. “We also personalized tailor each and each inform material and deployment to maximise reach for campaigns to mutually profit each and each our channel and our client’s channel enhance.”
Working with effectively-identified brands can “give them more legitimacy” and “helps them stand out as a valid designate from all of the astrology meme accounts,” explained an influencer company exec who works with brands to assist them faucet into millennial and Gen-Z audiences. They spoke to Digiday anonymously so as to supply protection to those relationships.
Even so, the exec believes the partnerships are seemingly a “bigger profit to the designate facet to take a look at enjoy they’re in with what Gen Z is attracted to.”
Noah Mallin, chief map officer at IMGN Media, echoed that sentiment. “Astrology inform material is huge for Gen-Z and is extremely shareable,” stated Mallin. “It’s natty [for brands to partner with them] because they are getting into a enlighten that gets a quantity of repeat users and has less designate clutter.”
