50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is The Generous Store. For more, see: http://peopleslab.mslgroup.com

1. crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 31
Anthon Berg
Generous Store

2. What is Generous Store?
In February 2012, chocolatier Anthon Berg set up a one-day pop up
store in downtown Copenhagen, where people could pay for chocolates
with "good deeds" thereby inspiring a sweet movement of kindness.
facebook.com/anthonberg

3. Paying with good deeds
People chose from 30 different kinds of deeds. 'Price' tags included
“help clean your friend’s house,' “serve breakfast in bed to your loved
one,’ and 'Don't comment on your girlfriend's driving for a week.'
youtu.be/_cNfX3tJonw

4. Dedicating the deed to a Facebook friend
To hold people to their promises, Anthon Berg staff provided iPads at
check out, and asked people to log on to Facebook and pledge the
good deed on a friend's Facebook wall.
youtu.be/_cNfX3tJonw

5. ‘You can never be too generous'
Anthon Berg has stood for generosity and high quality chocolate since
1884. The Generous Store was launched to re-establish these values,
rejuvenate the brand, and help it stand out in the minds of consumers.
“
“
The strategy was to use this campaign as a vehicle to ignite a spark that
would turn a single day pop-up shop into massive buzz and international PR
rejuvenating the Anthon Berg brand.
- Robert/Boisen & Like-Minded, campaign case study

6. Response at the store
Designed to attract attention, the pop-up store stood out with pink
branding and a pink entrance area. 100,000 people saw the store as
they passed by, and people queued up for 1.5 hours just to get in.
facebook.com/anthonberg

7. Generosity begins before you enter
In the true spirit of generosity, Anthon Berg staff handed out chocolate to
the crowds outside the store, a tradition that began in 1884 with the first
Anthon Berg store and Mr. Anthon Berg himself.
1) anthonberg.com/About%20Anthon%20Berg/Story%20of%20Anthon%20Berg.aspx
2) facebook.com/anthonberg

8. Generosity spreads through social media
Within 24 hours, 150,000 feeds were posted on Facebook as people
dedicated deeds, and posted follow up photos when they completed the
deeds. Anthon Berg witnessed a 33% increase in number of fans.
youtu.be/_cNfX3tJonw

9. Coverage in local and international blogs
PR efforts, on-ground hype and social media activity ensured coverage
in local Danish news sites, and popularity of the idea helped spread it
across the web, with mentions in more than 1,000 blogs and websites.
good.is/ springwise.com/
“
“
The Danish chocolatier managed to reinforce its leading statement – by
inspiring people to be more generous the company has created a happier
society, and the brand’s popularity has been reestablished.
- Lana Markovic, Blogger, Branding Magazine

10. Impact on bottom line
Sales figures for February put to rest concerns that the 'feel-good'
campaign was impractical and did not justify costs. Sales increased
12% compared to the same month last year.
1) http://www.psfk.com/2012/03/buy-chocolate-with-good-deeds.html
2) brandingmagazine.com/2012/03/26/the-benefits-of-being-generous-free-chocolate-leads-
to-free-social-media-buzz/

11. Trend: crowdsourcing generosity and cheer
Brands have begun to take happiness movements to the next level by
empowering people to perform the acts of generosity or kindness,
thereby increasing both brand equity and reach.
1) forbes.com/sites/scottdavis/2011/12/14/todays-g-generation-replacing-greed-with-generosity/
2) youtube.com/watch?v=r1CiQ6Ckysg

12. More People’s Insights Weekly reports
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in three key
areas: crowdsourcing, storytelling and citizenship.
Crowdsourcing Storytelling: Citizenship
Mahindra Spark the Rise @MarsCuriosity #Kony2012
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

13. Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights People’s Insights People’s Insights
Network weekly blog Quarterly magazine
50+ MSLGROUP planners We deep dive into Every quarter, we will compile
share and discuss inspiring conversations around one the best insights from the
projects on corporate project -- on the MSLGROUP network and the blog in the
citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a
storytelling. on the broader social web -- to showcase of our capabilities.
distill insights and foresights.
For more, visit http://peopleslab.mslgroup.com

14. Coming soon: People’s Insights Annual
Report
In early January 2013 we will publish the People’s Insights Annual
Report, in which we synthesize our insights from throughout 2012 and
provide foresights for business leaders and change-makers for 2013.

15. People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com

16. For People’s Lab
solutions, contact
pascal.beucler@mslgroup.com