marta hoffman esomar network of favours 0708
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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 [email protected] M Vitkovics utca 9. Budapest, 1052 - Hungary
Istvan KozariInitiative T +361 802 5135 F +361 802 5101 E [email protected] Váci út 141.Budapest, 1138 - Hungarywww.initiative.hu