This document discusses using creative crowdsourcing to source marketing and advertising ideas from online communities. Some key points:
- Crowdsourcing leverages the wisdom of large, connected crowds to accomplish tasks more cheaply and quickly than traditional agencies.
- For the right briefs, crowdsourcing can generate innovative ideas from thousands of diverse creatives, provide consumer insights, and be lower cost and faster than agencies.
- Challenges include protecting intellectual property, selecting the best idea from many submissions, managing community expectations, and dealing with resistant agencies.
Final two points are more relevant for UGC competitions.
Engaging other types of risk – see point 2.
Puts a lot more pressure on end outcome due to exposure up front
Not for: Briefs that are confidential Briefs where competitors can get insight into your strategy Briefs where expert knowledge of the category / product is needed Briefs where the brand is new or not well established / understood. Where the overall strategic challenge is new. Briefs that benefit from F2F interaction and debate between client and creative (eg. pack design)
Why UL chose to engage in CS – intro to Chrysalis and Noam Why Peperami as the brand Creative spark needed - wider range and volume of inputs. Creative Quality is NB Clear definition of campaign and very well understood creative mechanic / brand Value for money.
Explain the difference between user generated competitions (eg Doritos or Walkers) and what UL are doing through IB EGC = Expert Generated Content Not a stunt – focus is on speaking to experts and producing a product (ad) of a similar or better quality to what would have been done by a traditional agency. With UGC competitions, majority of focus is on buzz generation and media spend is on the competition itself. EGC is sustainable and can execute complex briefs or briefs looking to communicate RTB Talk about recruitment process – looking for experts Giving clear templates in brief to manage response – TV script and print layout examples
Explain how we are choosing an idea – filter and then workshop with experts Note on selection process: Initial filtering done by a panel of experts, using a considered process (scorecard with rating scale). Process also has safety checks to make sure judges score consistently. Final 20 ideas going into workshop at UL with client, production, CD and judging panel present. Day long workshop with different exercises used to establish the best idea. Explain how UL are going to produce the idea via Smart Works. Suggest emphasising that production can also be done more efficiently if it is ‘decoupled’ from traditional agency production.