1

Fans as Creators

How to produce your next brand videos through Facebook

Social Crowdsourcing

Crowdsourcing clients

Often via agencies

We are moving from a downloading culture to an uploading culture

• More social and communal

Why user-generated content?

• More communal

• More playful

• More transparent

• Always on

The social power of crowds

• Insights and diversity of ideas

• Each creator has a built-in fan base

• Branded WOM

• Peer to peer conversation is 3x more credible than ads

• 76% of Americans think companies lie in ads

Source: point 4 Edelman; point 5 Yankelovich

Consumer-powered content

Leverage passion

Compelling themes

Social media multiplier

Quality content

Distribution & seeding

Awareness + Engagement

Goal: We were also seeking engagement

• Consumer-centered approach, the more you can get them involved = more exposure to most meaningful audiences

• What was Jarden’s overall Facebook strategy?

• FoodSaver

Incentivize fans to become videomakers

Insight • Takes the guess-work out of making drinks

• Preserves food better than other methods

Brief• 60-sec videos, ultimate

party host demonstrating tools for a successful party

• 30-sec video, demo alternative food preservation methods that didn’t work out

Awards • $22,000 • $4,000

Promotion

Distribution

Two campaigns

Insights

What went right…

• Creative process with Zooppa’s team

• Real-time access to new video productions

• Discovery value of video crowdsourcing: volume & quality

• Seamless integration into marketing operation

• Community engagement in marketing mix

What we’d do next time…

• Explore value added on other brands

• Invest traditional marketing budget in new “discovery” channel

• Integrate promotion of crowdsourced campaign in traditional

media plan to deepen “discovery”

• New content to increase ROI on traditional channels (TV, Email)

• Influence networks to increase exposure through top social

influencers

• New content discovered to influence our overall marketing

Engage with people-powered brand energy

Photo: Lars Brenna

Thank You!