co-criação online – a reinvenção do marketing e da inovação

“Do it with them, not for them”

Leveraging Online Co-Creation to Reinvent Innovation and Marketing

François Pétavy, CEO, eYeka

“Innovation is the central issue in economic prosperity”Michael Porter

“If I had asked people what they wanted, they would have said: ‘faster horses’”Henry Ford

Is your brand still CONNECTED to what

consumers want today?

Can you bring RELEVANT innovations to market FAST

ENOUGH?

Are you still marketing TO consumers instead of WITH

them?

Brands are playing catch-up

Collaboration between

Consumers& Brands

is the future of marketing & innovation

«Crowdsourcing is the act of taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people or community in the form of an open call»

Jeff Howe

Crowdsourcing

“The act of involving consumers directly, and in some cases repeatedly, in the product creation or innovation process“

Doug WilliamsForrester Research

Co-creation

P&G’s Connect & Develop

• P&G set up “Connect + Develop” in 2000 with the goal of reinventing its innovation model by opening it to the outside world

• Connect + Develop leverages several networks (scientists, technology experts, suppliers…)

• Today, more than 50% of all innovations at P&G involve outside-driven innovation (against 15% in 2000)

Nike ID

Local Motors

1. Experience

2. Products and services: Lego Digital Design

3. Business models: marketplaces

4. Markets: professional prototyping

5.Strategy: co-creating future product lines

LEGO

LEGO

Starbucks

How do you ignite consumers’ imagination?

90% spectators

9% enthusiasts

creators1%

validate

refine

unlock

the 1/9/90 rule - Forrester Research

Not all consumers play the same game

250,000

154countries

creators

The largest community of creators

Welcome to the world’s biggest creative playground...

What drives our creators

Source: Parvanta, C., Roth, Y., & Keller, H. (2013). Crowdsourcing 101: A Few Basics to Make You the Leader of the Pack. Health Promotion Practice, 14(2), 163–167.

The 4 Fs

Good ideas have no borders

GemsSome ideas are fully articulated. They provide innovation & quality creative execution.

InsightsMost ideas are raw. Collective

analysis tells the story. They provide insights & validation.

Collective intelligence & gems

BRANDING,

POSITIONING &

PACKAGING

BRANDINGPOSITIONING

2

PACKAGING

3

CREATIVE CONCEPTS

4

NEW PRODUCT DEVELOPMENT

1

Co-creating across the marketing cycle

ideas

Nescafé New Product Development

How could we reinvent instant coffee, prepared at home to keep the category relevant and attractive?

ideas

SFR New Product Development

How can we create a fun learning experience?

ideas

2x3 weeks 100+ entries

ideas

“eYeka generated the samelevel of ideas in 3 weeks asa top innovation agency in3 months and a top designschool in 6 months.”

Stéphanie Hajjar, Head of Eco-system Innovation »

SFR New Product Development

2x3 weeks 100+ entries

ideas

How to explore potential positioning and communication platforms for Mini-Oreo with a new approach that gives consumers a greater voice?

Kraft Mini OreoPositioning

42 countries3 weeks

515 entries

ideas

Kraft Mini OreoPositioning

ideas42 countries

3 weeks 515 entries

ideas

"Both in terms of number of proposals and quality of execution, the community gave us a lot of insights in terms of how to position our Mini-Oreo.” – Brand Director, Mondelez

42 countries3 weeks

515 entries

Kraft Mini OreoPositioning

VolvicPackaging

ideas

How to refresh the 50cl Volvic bottle design as an iconic bottle, which conveys status and desire while getting more presence on the shelves?

27countries3 weeks

109 entries

ideas

VolvicPackaging

ideas27countries

3 weeks109 entries

VolvicPackaging

Coca-ColaCreative Concepts

How do we communicate “energizing refreshment” in an ever-original fashion to provide local markets with new and impactful campaign materials?

content

82 countries3 months

2,535 entries

Coca-ColaCreative Concepts

content

82 countries3 months

2,535 entries

content

82 countries3 months

2,535 entries

Coca-ColaCreative Concepts

content

• 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%

“Sales revenues from user-generated products are three times higher – and gross margins four times greater – than those of designer-generated products”

“The eYeka community generated the same level of ideas in 3 weeks as a top innovation agency in 3 months and a top design school in 6 months.”

The ROI of co-creation

“Some of the crowdsourced marketing ideas scored in the Top 10% of all-time best ads on Millward Brown Link™ score test. Cost saving efficiencies of 92%.”

CHOICE“A wealth of creative, consumer-

rooted ideas”

ACCELERATION

+

“Innovate in weeks vs. months”

RELEVANCE

+

“Get it right from the start”

The ROI of co-creation

The emergence of a contribution economy

• 63% consider themselves as creative

• 42% spend at least ½ day a month on creative activities activités créatives

• 1/3 have already identified unserved needs

• 1/3 have already tweaked a product

• 75% would be willing to help brands build better products

Why co-creation changes the world

BrandsConsumers

Participate

Be acknowledged

Better products & experiences

Listening

Authenticity

Relevance

Sustainability

Creating a better future through co-creation

Creating a better future through co-creation

Your Challenge….

• Young people vote everyday on social networks but when it comes to deciding the future of their country they do not bother voting. Only 44% voted in the 2010 UK General Election did so. In France only 50% voted.

• How could we improve the voting process to encourage greater youth participation during the elections?

Our one line brief

Stand for Japan

What is it that is universally recognized around the world about Japan that makes this country so unique?

52 countries1 month

330 entries

ideas

Stand for JapanCreative Concepts

52 countries1 month

330 entries

ideas

Stand for JapanCreative Concepts

ideas

Stand for JapanCreative Concepts

A new concept:

“Being proud of our own nation is the best way to revitalize

Japan”

ideas

Stand for JapanCreative Concepts

　“ RECOVER JAPAN” Campaign

Liberal Democratic Party 　 On the house of representatives election 2012

ideas

Stand for JapanCreative Concepts

Approval Rating　　　　　

72%26%

Number of Seats

　　　　　 294

119

Want to learn more?

Contact:François Pétavy - fpetavy@eyeka.net @fpetavy

Download our White Paper:http://www.eyeka.net