The document discusses how brands like Nescafé and Coca-Cola have used a community of over 260,000 creators across 154 countries to generate ideas and content through crowdsourcing challenges. It provides examples of how Nescafé received 138 entries for a new product development brief in 3 weeks from 40 countries, and how Coca-Cola received over 2,500 entries for a creative concepts brief from 82 countries over 3 months. It also discusses how a campaign for Schick Quattro received the highest engagement rate of 21% for a digital content brief solved by the community, providing brands with accelerated innovation, relevance, and cost savings.
3. Not all consumers play the same game
1%
creators
9%
unlock
enthusiasts
refine
90%
the 1/9/90 rule - Forrester Research
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spectators
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validate
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8. Collective intelligence & gems
Gems
Some ideas are fully articulated.
They provide innovation & quality
creative execution.
Insights
Most ideas are raw. Collective
analysis tells the story. They
provide insights & validation.
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@mediaaces
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10. Nescafé
New Product Development
How could we
reinvent instant
coffee, prepared at
home to keep the
category relevant
and attractive?
ideas
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@mediaaces
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12. Coca-Cola
Creative Concepts
How do we
communicate
“energizing
refreshment” in an
ever-original fashion
to provide local
markets with new and
impactful campaign
materials?
#mediaaces
@mediaaces
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content
15. Coca-Cola
Creative Concepts
• 6 million online mentions
• Top 10% of all-time best ads in sample
markets on Millward Brown Link™ score
test
• 100% adoption of creative materials
against 47% on average
• Cost saving efficiencies of 92%
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content
16. Schick Quattro
Digital content
How could we reinforce our
association with “titanium”
and dramatize the
difference it can make, to
drive user engagement
online?
Expected ROI
Action: online
engagement measured in
View-Through-Rate (VTR)
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17. Schick Quattro
Digital content
Our brief to the eYeka community:
content
“Show us an engaging, masculine, humorous or emotional
moment when Titanium can give you an unexpected edge by
transforming an object in your life into a stronger and more
durable “Titanium” version.”
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Action: 21% VTR
(highest in the
campaign)
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18. Schick Quattro
Digital content
#3 Video Category
Creator: FlojoArt
Country: Germany
Gender: Male
content
Action: 21% VTR
(highest in the
campaign)
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19. Schick Quattro
Digital content
Return On Investment
The winning videos were immediately put to the test in an online campaign in Japan
on Google TrueView (pre-roll ads on Youtube) alongside sponsored content from a
Japanese Anime franchise. All the videos led to a dedicated site where viewers
could engage with the brand, with data capture.
1. eYeka videos had the highest View-Throuhg-Rate (VTR):
17.1% VTR
21% VTR
content
Evangelion
eYeka
Action: 21% VTR
(highest in the
campaign)
2. eYeka videos had the lowest cost to conversion across all
campaigns (current and past): 54% vs. historical
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20. “A wealth of creative,
consumer-rooted ideas”
CHOICE
+
“Get it right from the start”
RELEVANCE
+
“Innovate in weeks vs. months”
ACCELERATION
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21. Want to learn more?
Download our White Paper:
http://www.eyeka.net
Contact:
François Pétavy - fpetavy@eyeka.net
@fpetavy
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Hinweis der Redaktion
Seeing consumers not only as consumers, not only as a source of insights but also as a source of ideas. A source of ideas for new products, for new campaigns…
We recognize that. Forrester used to segment consumers broadly in 3 tiers. While these tiers may vary, while you could add subtiers… the principle remains the same:90% of consumers are SPECTATORS– these people can REACT to creative ideas - tell you what they like – and what they don’t like – but they cannot DO white space creationThese people are simply not very creative10% are called ENTHUSIASTS – these people blog about brands and ideas, heavy social media users, and will like or dislike you on Facebook – these people can comment on creative ideas and are a good measuring stick to validate ideas – but they are not as creative as 1% - Compulsive creators – people who are compelled to create. They are found everywhere on the wed – publishing photographs videos artwork – whatever. These people get fulfilment from being creators.These are the type of people eYeka attracts. We are a community of 1%, a community of creators. This is the type of people you want to involve in your co-creation projects.
Most of the time, what you get through a crowdsourcing project are ideas that are still pretty raw. When all the ideas are collectively analyzed, you can extract meanings, territories, potential routes…. Of course once a while youget some ideas that are fully articulated, we call them gems.
To summarize, how do you write an inspiring – simple – effective brief? Here are a few practical tips:Don’t ask creators to solve a problem for your brand.THEY DON’T CARE ABOUT YOUR BRAND PROBLEMS – THEY WANT TO BE CHALLENGED CREATIVELYAllow people to express their creativity.THEY WANT THE FREEDOM TO EXPRESS THEMSELVES – AND THEIR CREATIVE IDEAS Keep it simple (no marketing jargon) – CUT THE MARKETING jargon and marketing prioritiesKeep it open yet focused. David Ogilvy oncesaid “Give me the freedom of a tight brief?” Absolutely right – it’s a fine balance between OPEN and FOCUSEDImagine the ideal entry then write the brief to inspire it – Visualise what you’d like to see – and then draft the brief to inspire it. You can also visualize the entries you do not want to see and adjust your brief to avoid such misunderstandings.
We see that all the time in our projects where often the winner is from a different market, culture, background… The winner of a project to help position an infant milk formula in China was French, male and does not have kids. The winner of a project to promote a new drink to young Indian males in Mumbai was from the UK and has never been in India… The winner of a project to re-position mini-oreo cookies in the UK was a Chinese, from China…
Most of the time, what you get through a crowdsourcing project are ideas that are still pretty raw. When all the ideas are collectively analyzed, you can extract meanings, territories, potential routes…. Of course once a while youget some ideas that are fully articulated, we call them gems.
We can ask our community to do two thing;Ideas = fresh thinkingContent = when you need the quality of creative execution to be higher. User generated content of quality. E.g. for use on social media or own digital platforms.
OpportunityThe rise of café culture has redefined the benchmark for a quality cup of coffee and influenced the launch of more premium coffee solutions for in-home consumption such as coffee machines. This resulted in a dip in sales for instant coffee. Nescafé was searching for a range of innovative concepts for the next generation of instant coffee to keep the category relevant and attractive.
ApproachWe challenged the eYeka community across the globe to reinvent instant coffee to offer the specialness and quality of a cup of coffee you get in a coffee shop while keeping the convenience of "instant", at home. Our brief: “Make the best of both worlds by reinventing instant coffee with a new product idea so it can be enjoyed at home as a treat, café style.” In 3 weeks, our community developed 138 ideas, originating from over 40 countries.This is a new product development project therefore the entries are confidential. Our client allowed us to showcase only a small selection of entries. These are not the winning entries, but just to show you the type of submission you can get from a community of creators on such brief.
Opportunity Energy and refreshment are two of the core feelings Coca-Cola has been inspiring for decades. Yet is is becoming increasingly challenging for the brand and its agencies to communicate these feelings in an ever-original fashion, to keep the brand fresh and current and to provide local markets with new and impactful campaign materials.
http://www.coca-cola.com/energizingrefreshment/
http://www.coca-cola.com/energizingrefreshment/
Results The project generated worldwide buzz with over 6 million online mentions. Several videos produced by eYeka members achieved top 10% of all-time best ads in sample markets such as Indonesia and the Philippines through the Millward Brown Link™ score test. Internally, Coca-Cola saw a 100% adoption of the creative materials across markets compared to an average of 47% and the whole project had cost saving efficiencies of 92% against average agency fees and production costs. More importantly, the wealth of consumer interpretations inspired Coca-Cola's marketing teams with the possibility to constantly refresh the brand thanks to a new way to access consumers’ seemingly inexhaustible creative ideas.
The Return On Investment of co-creation is:Choice: you get a “A wealth of creative, consumer-rooted ideas”Relevance: As the ideas are consumer-rooted they tend to resonate more with other consumers. You “Get it right from the start”Acceleration: It happens online, in parallel, across the World on in a matter of a few weeks only.