co-criação online – a reinvenção do marketing e da inovação
DESCRIPTION
François Pétavy, EyekaTRANSCRIPT
“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 - [email protected] @fpetavy
Download our White Paper:http://www.eyeka.net