The document describes a project to develop branded content for a brand through co-creation with consumers. A research agency worked with an advertising agency and brand to develop content ideas through workshops with consumer panels. The workshops generated over 250 ideas which were refined into five concepts over two stages of workshops. The concepts were tested and two were selected, one being a social networking site called "The Network of Favours" which addressed consumers' need for help from their social networks. The project demonstrated the effectiveness of co-creation and testing concepts with consumers to develop innovative branded content.

1. Network of Favours - consumer driven content development - Esomar – Innovate Conference June 16-18, 2008 Copenhagen Genoveva Florovits – Ferrero Hungary Márta Hoffmann – Research International Hoffmann, Hungary István Kozári – Initiative Media, Hungary

2. Consumer-driven content development Co-creation for innovation in brand communication

3. The brief was given

4. Branded content

5. Cool but young

6. Targeting those above 25

13. Stage 1: Single day workshop produces 250 novell content ideas which result five concepts

15. Stage 2: Single day series of workshops to screen, develop & improve concepts

16. Five concepts re-cycled throughout the 3 discussions, arriving to two possible routes Combine, match, select, amend, delete, change

17. Which way to go? SAFE & EASY EXCITING & RISKY

20. Brand establishment

22. Science

23. Hollywood

24. Society