The Chemistry of Co-creation:
transforming innovation with the
help of consumers and customers
Ana Medeiros Global CMI Director Surf/Skip &
Andrew Needham, Founding Partner, Face

agenda
the debate
changing consumer landscape
the co-creation process
practical examples & results
what we learned

can
consumers
be trusted?
“if I had asked
people what
they wanted
they would have
said a faster
horse”

big companies
like LEGO, P&G,
Volvo are
embracing co-
creation
democratisation
of innovation

agenda
the debate
changing consumer landscape
the co-creation process
practical examples & the results
what we learned

content
creators
?
?
empowered
consumers

“the rise of Pro-
Ams”
the rise of pro-ams?
“the death of
the respondent”

agenda
the debate
changing consumer landscape
the co-creation process
practical examples & the results
what we learned

separate co-creation
communities for youth
& women; allowing
them to collaborate
with each other and
brands on-line in real
time
profile and project based
web 2.0 tools such as
multi-media diaries and
whiteboards; blogs; chat
and on-line focus groups

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

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

types of co-creation
NPD
social media
strategy activation
strategic
communication
positioning

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

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

agenda
the debate
changing consumer landscape
the co-creation process
practical examples & the results
measurement & what we learned

new product development
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

new product development
Face, Comfort & Mums co-created 3 strong NPD
concepts for a value proposition that could be
deployed in 6 MONTHS as a response to the credit
crunch
Following “really good” BASES test results a clear
winning concept has been developed

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

“in Co-creation we
started in July and
by the middle of
August we had the
chosen concept –
that’s the difference
in speed” Axe/Lynx
CMI Team
\"the quality of the
output is outstanding
versus most of the
processes I have
been working on”
Surf/Skip CMI Team

“you will see from
80
70
the results, the
60
27 31
50 22
18 31
31
scores are really
40
30
good” Comfort CMI
20 40 40 38 40
33 30
10
Team Unilever
0 -5
-7 -9 -7
-12 -11
-10 -6
-4 -3
-7
-5 -2
-20
-30
100
“the best testing
80
38 25
35
27 29
60
results for an Axe
19
% of Respondents
40
59
variant”, Axe/Lynx
49 49 51 50
45
20
0 -6 -12 -11
CMI Team Unilever
-14 -17
-5 -5 -5
-20 -25
-4
-10
-10
-40
-60
Proximity Gent Wet Karma EZ Slomo

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

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

tel: 0207 8746599
mobile: 07815 198991
email: andrew@facegroup.co.uk
linkedin: http://www.linkedin.com/in/andrewneedham
web: http://twitter.com/AndrewNeedham
web: www.facegroup.co.uk