La comm digital expliquée à mon boss - Francois PETAVY - EYEKA
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The document discusses how brands like Nescafé and Coca-Cola have used a community of over 260,000 creators across 154 countries to generate ideas and content through crowdsourcing challenges. It provides examples of how Nescafé received 138 entries for a new product development brief in 3 weeks from 40 countries, and how Coca-Cola received over 2,500 entries for a creative concepts brief from 82 countries over 3 months. It also discusses how a campaign for Schick Quattro received the highest engagement rate of 21% for a digital content brief solved by the community, providing brands with accelerated innovation, relevance, and cost savings.
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La comm digital expliquée à mon boss - Francois PETAVY - EYEKA
- 1. Association des professionnels des médias sociaux en entreprise
- 2. Collaboration between Consumers & Brands is the future of marketing & innovation #mediaaces @mediaaces /mediaaces
- 3. Not all consumers play the same game 1% creators 9% unlock enthusiasts refine 90% the 1/9/90 rule - Forrester Research #mediaaces spectators @mediaaces validate /mediaaces
- 4. The largest community of creators 154 countries 260,000 creators
- 5. Welcome to the world’s biggest creative playground... #mediaaces @mediaaces /mediaaces
- 6. What drives our creators #mediaaces @mediaaces /mediaaces
- 8. Collective intelligence & gems Gems Some ideas are fully articulated. They provide innovation & quality creative execution. Insights Most ideas are raw. Collective analysis tells the story. They provide insights & validation. #mediaaces @mediaaces /mediaaces
- 9. Our community delivers Communications crowdsourcing product innovation packaging positioning communication concepts UGC social content brand activation Consumer engagement #mediaaces Innovation and positioning @mediaaces /mediaaces
- 10. Nescafé New Product Development How could we reinvent instant coffee, prepared at home to keep the category relevant and attractive? ideas #mediaaces @mediaaces /mediaaces
- 11. Nescafé New Product Development ideas 40 countries 3 weeks 138 entries #mediaaces @mediaaces /mediaaces
- 12. Coca-Cola Creative Concepts How do we communicate “energizing refreshment” in an ever-original fashion to provide local markets with new and impactful campaign materials? #mediaaces @mediaaces /mediaaces content
- 13. content 82 countries 3 months 2,535 entries #mediaaces @mediaaces /mediaaces
- 15. Coca-Cola Creative Concepts • 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% #mediaaces @mediaaces /mediaaces content
- 16. Schick Quattro Digital content How could we reinforce our association with “titanium” and dramatize the difference it can make, to drive user engagement online? Expected ROI Action: online engagement measured in View-Through-Rate (VTR) #mediaaces @mediaaces /mediaaces
- 17. Schick Quattro Digital content Our brief to the eYeka community: content “Show us an engaging, masculine, humorous or emotional moment when Titanium can give you an unexpected edge by transforming an object in your life into a stronger and more durable “Titanium” version.” #mediaaces @mediaaces Action: 21% VTR (highest in the campaign) /mediaaces
- 18. Schick Quattro Digital content #3 Video Category Creator: FlojoArt Country: Germany Gender: Male content Action: 21% VTR (highest in the campaign) #mediaaces @mediaaces /mediaaces
- 19. Schick Quattro Digital content Return On Investment The winning videos were immediately put to the test in an online campaign in Japan on Google TrueView (pre-roll ads on Youtube) alongside sponsored content from a Japanese Anime franchise. All the videos led to a dedicated site where viewers could engage with the brand, with data capture. 1. eYeka videos had the highest View-Throuhg-Rate (VTR): 17.1% VTR 21% VTR content Evangelion eYeka Action: 21% VTR (highest in the campaign) 2. eYeka videos had the lowest cost to conversion across all campaigns (current and past): 54% vs. historical #mediaaces @mediaaces /mediaaces
- 20. “A wealth of creative, consumer-rooted ideas” CHOICE + “Get it right from the start” RELEVANCE + “Innovate in weeks vs. months” ACCELERATION #mediaaces @mediaaces /mediaaces
- 21. Want to learn more? Download our White Paper: http://www.eyeka.net Contact: François Pétavy - fpetavy@eyeka.net @fpetavy #mediaaces @mediaaces /mediaaces
Notes de l'éditeur
- Seeing consumers not only as consumers, not only as a source of insights but also as a source of ideas. A source of ideas for new products, for new campaigns…
- We recognize that. Forrester used to segment consumers broadly in 3 tiers. While these tiers may vary, while you could add subtiers… the principle remains the same:90% of consumers are SPECTATORS– these people can REACT to creative ideas - tell you what they like – and what they don’t like – but they cannot DO white space creationThese people are simply not very creative10% are called ENTHUSIASTS – these people blog about brands and ideas, heavy social media users, and will like or dislike you on Facebook – these people can comment on creative ideas and are a good measuring stick to validate ideas – but they are not as creative as 1% - Compulsive creators – people who are compelled to create. They are found everywhere on the wed – publishing photographs videos artwork – whatever. These people get fulfilment from being creators.These are the type of people eYeka attracts. We are a community of 1%, a community of creators. This is the type of people you want to involve in your co-creation projects.
- Most of the time, what you get through a crowdsourcing project are ideas that are still pretty raw. When all the ideas are collectively analyzed, you can extract meanings, territories, potential routes…. Of course once a while youget some ideas that are fully articulated, we call them gems.
- To summarize, how do you write an inspiring – simple – effective brief? Here are a few practical tips:Don’t ask creators to solve a problem for your brand.THEY DON’T CARE ABOUT YOUR BRAND PROBLEMS – THEY WANT TO BE CHALLENGED CREATIVELYAllow people to express their creativity.THEY WANT THE FREEDOM TO EXPRESS THEMSELVES – AND THEIR CREATIVE IDEAS Keep it simple (no marketing jargon) – CUT THE MARKETING jargon and marketing prioritiesKeep it open yet focused. David Ogilvy oncesaid “Give me the freedom of a tight brief?” Absolutely right – it’s a fine balance between OPEN and FOCUSEDImagine the ideal entry then write the brief to inspire it – Visualise what you’d like to see – and then draft the brief to inspire it. You can also visualize the entries you do not want to see and adjust your brief to avoid such misunderstandings.
- We see that all the time in our projects where often the winner is from a different market, culture, background… The winner of a project to help position an infant milk formula in China was French, male and does not have kids. The winner of a project to promote a new drink to young Indian males in Mumbai was from the UK and has never been in India… The winner of a project to re-position mini-oreo cookies in the UK was a Chinese, from China…
- Most of the time, what you get through a crowdsourcing project are ideas that are still pretty raw. When all the ideas are collectively analyzed, you can extract meanings, territories, potential routes…. Of course once a while youget some ideas that are fully articulated, we call them gems.
- We can ask our community to do two thing;Ideas = fresh thinkingContent = when you need the quality of creative execution to be higher. User generated content of quality. E.g. for use on social media or own digital platforms.
- OpportunityThe rise of café culture has redefined the benchmark for a quality cup of coffee and influenced the launch of more premium coffee solutions for in-home consumption such as coffee machines. This resulted in a dip in sales for instant coffee. Nescafé was searching for a range of innovative concepts for the next generation of instant coffee to keep the category relevant and attractive.
- ApproachWe challenged the eYeka community across the globe to reinvent instant coffee to offer the specialness and quality of a cup of coffee you get in a coffee shop while keeping the convenience of "instant", at home. Our brief: “Make the best of both worlds by reinventing instant coffee with a new product idea so it can be enjoyed at home as a treat, café style.” In 3 weeks, our community developed 138 ideas, originating from over 40 countries.This is a new product development project therefore the entries are confidential. Our client allowed us to showcase only a small selection of entries. These are not the winning entries, but just to show you the type of submission you can get from a community of creators on such brief.
- Opportunity Energy and refreshment are two of the core feelings Coca-Cola has been inspiring for decades. Yet is is becoming increasingly challenging for the brand and its agencies to communicate these feelings in an ever-original fashion, to keep the brand fresh and current and to provide local markets with new and impactful campaign materials.
- http://www.coca-cola.com/energizingrefreshment/
- http://www.coca-cola.com/energizingrefreshment/
- Results The project generated worldwide buzz with over 6 million online mentions. Several videos produced by eYeka members achieved top 10% of all-time best ads in sample markets such as Indonesia and the Philippines through the Millward Brown Link™ score test. Internally, Coca-Cola saw a 100% adoption of the creative materials across markets compared to an average of 47% and the whole project had cost saving efficiencies of 92% against average agency fees and production costs. More importantly, the wealth of consumer interpretations inspired Coca-Cola's marketing teams with the possibility to constantly refresh the brand thanks to a new way to access consumers’ seemingly inexhaustible creative ideas.
- The Return On Investment of co-creation is:Choice: you get a “A wealth of creative, consumer-rooted ideas”Relevance: As the ideas are consumer-rooted they tend to resonate more with other consumers. You “Get it right from the start”Acceleration: It happens online, in parallel, across the World on in a matter of a few weeks only.