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 all started in 1765 with a potter, a queen, and a tea set.
The Story of Josiah Wedgwood & Queen Charlotte
Back in the 18th century, Josiah Wedgwood, a talented but unknown potter in England, was making high-quality ceramics. But competition was fierce, and simply making great products wasn’t enough.
That’s when he made a bold move, he gifted one of his best tea sets to Queen Charlotte, the wife of King George III.
• The Queen loved it.
• She granted him permission to call himself “Potter to Her Majesty.”
• Wedgwood, being a marketing genius, branded his products as ‘Queen’s Ware’ and used the royal endorsement to skyrocket his business.
And just like that, the first influencer-brand collab was born.
What Marketers & Agencies Can Learn from This
Fast forward 250+ years, and the principles remain the same:
Align with the right people – Wedgwood didn’t aim for mass appeal; he targeted the ultimate influencer (royalty). Agencies today need to focus on creator fit, not just reach.
Leverage exclusivity – By calling his product ‘Queen’s Ware,’ Wedgwood made it aspirational. Luxury brands still use this tactic today.
Authenticity wins – The Queen actually loved the tea set, this wasn’t a forced endorsement. True creator collaborations feel natural, not staged.
How Does This Relate to Today’s Creator Economy?
From Wedgwood x Queen Charlotte to Nike x Michael Jordan to brands working with digital creators today, the power of collaborations has never been stronger.
The only difference?
Royalty has been replaced by creators.
Tea sets have been replaced by content.
And BookYourCreator is helping agencies make these collaborations seamless.
Final Thought: Are You Using Creator Collaborations the Right Way?
History proves it, collaborations are the key to brand success.
The question is: Are you doing it like Wedgwood, or are you still struggling to find the right creators?
Join our BookYourCreator community for more such interesting stories from the world of influencer marketing.
