Embracing co-creation and collaborative approaches for generating creative ideas and driving new product development Nadia Zohhadi Global CMI Manager Axe/Lynx & Andrew Needham, Founding Partner, Face

co-creation trends practical examples what we learned engaging youth in co-creation the co-creation process

practical examples

what we learned

engaging youth in co-creation

co-creation trends practical examples what we learned engaging youth in co-creation the co-creation process

practical examples

what we learned

engaging youth in co-creation

crowdsourcing is here we can all have good ideas people and relationships active not passive participation the rise of pro-ams? death of the respondent

crowdsourcing is here

we can all have good ideas

people and relationships

active not passive participation

the balance of power has shifted the role of web 2.0 and the internet over education of the middle classes the pro-am revolution the rise of pro-ams

the balance of power has shifted

the role of web 2.0 and the internet

over education of the middle classes

the pro-am revolution

the contribution of Pro Ams the “democratisation of innovation” the “Game Changer” democratisation of innovation

the contribution of Pro Ams

the “democratisation of innovation”

the “Game Changer”

co-creation trends practical examples what we learned engaging youth in co-creation the co-creation process

practical examples

what we learned

engaging youth in co-creation

empowered consumers content creators ? ?

profile and project based web 2.0 tools such as multi-media diaries and whiteboards; blogs; chat and on-line focus groups a co-creation community for 5,000 16-25 year olds; allowing them to collaborate with each other and brands on-line in real time

the Headbox influencer index focus on five different passion areas and skills influencer score given to each headboxer let youth influence you who influences who

the Headbox influencer index

focus on five different passion areas and skills

influencer score given to each headboxer

this is a group we call the “ adfluentials” – people who have the passion, skills & brand connection to work with you and influence what you do and who have the networks to offer greatest potential for spread of positive word of mouth when they do work with you sweet spot of passionate, skilled & networked consumers who are willing to play a role in influencing your brand targeting your “adfluentials” brand relationship passionate, skilled & networked

this is a group we call the “ adfluentials” – people who have the passion, skills & brand connection to work with you and influence what you do

and who have the networks to offer greatest potential for spread of positive word of mouth when they do work with you

1% types of co-creation active passive consumption comment conversation collaboration c o-creation intimate open 1% 10% not just looking at consumers who want to buy from you

co-creation trends practical examples what we learned engaging youth in co-creation the co-creation process

practical examples

what we learned

engaging youth in co-creation

download explore co-create refine advance our co-creation process

show rather than tell the “co” in co-creation

co-creation trends practical examples what we learned engaging youth in co-creation the co-creation process

practical examples

what we learned

engaging youth in co-creation

following successful testing product is launching next year Face cracked a brief to develop concept for the 2010 new Axe variant in just 8 weeks

following successful testing product is launching next year

activation Axe, agencies & Face co-created with leading edge Axe consumers below the line campaign ideas for the launch of Dark Temptation gave Axe team conviction to lead with Chocolate man as hero figure and numerous activation ideas rolled out across Europe. consumers co-created activation ideas across numerous channels

co-creation trends practical examples what we learned engaging youth in co-creation the co-creation process

practical examples

what we learned

engaging youth in co-creation

let youth influence you the importance of the 1%ers the co in co-creation the need for a coherent process the importance of leadership