marta hoffman esomar network of favours 0708

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

Consumer-driven content development

Co-creation for innovation in brand communication

The brief was given

Branded content

Cool but young

Targeting those above 25

InternetHigh penetration ( above 70% vs. avg 36%)

Supplementing alternative to tictactuti.hu

Flexible

Innovative and growing channelThe time spent online is increasingThe penetration is extending

Routes to take

Sponsorship

Adapt existing idea

Innovation

Research:Taking risk to decrease risk

Advertiser

Communication agency

Research agency

Tough task

Low budget

Short deadline (10 days)

Immediate actionability

Innovate with Rule-breakersSelected high-above average consumers as part of a panel

(SuperGroupers tm)

Trained to exploit their creativity for marketing development

Understand marketing language and able to write marketing concepts

Work together with marketers as partners

Stage 1:Single day workshop produces

250 novell content ideas which result five concepts

Develop rather than TestInvolving some early adopters in the Groups and

SuperGroupers as part of Team

Main focus on How to improve rather than Likes and Dislikes

Competent decision makers amend and change concept on-site immediately

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

Five concepts re-cycled throughout the 3 discussions, arriving to two possible routes

Combine, match, select, amend, delete, change

Which way to go?

SAFE SAFE & &

EASYEASY

EXCITING EXCITING &&

RISKYRISKY

InsightMy life is getting more and more

segregated. The role of the extended family and the role of friends have changed and I often face the problem of having no help in those so called everyday challenges.

The Network of Favours helps me to find people who feel the same and are ready to help in exchange of receiving support.

Brand message consistencyHarmonized with brand communication

Brand establishment

Needs analysisRelevant for the consumers

Science

Hollywood

Society

AffordabilityCost efficiency

Measurable ROIOn-site reach (number of visitors)

Secondary reach of WOM and P2P marketing

PR based on the innovation and social need

SummaryLearning points of the project

Co-creationThe Network of Favours is the result of a

harmonized co-operation of three parties

Learning experience or everyone

Delivered something unique and innovative 

Key learning pointsResearch-based rather than gut feel

Team work between brand team, researchers, web designers, communication advisors

Involve members of the future target audience in the development process

Team test “big thoughts” to sharpen focus

Concept to site in two months feasible

ContactsMarta Hoffmann

Research International Hoffmann T +361 267 4744F +361 267 9301                                  E m.hoffmann@hri.hu M Vitkovics utca 9. Budapest, 1052 - Hungary

Istvan KozariInitiative T +361 802 5135 F +361 802 5101                                     E istvan.kozari@hu.initiative.comM Váci út 141.Budapest, 1138  - Hungarywww.initiative.hu