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MRS Branding & Advertising Conference - FAMOUS Community
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MRS Branding & Advertising Conference - FAMOUS Community

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  • 1. Everybody Famous Consumers inspiring Creativity Tom De RuyckHead of Research Communities @ InSites Consulting Jonathan DetavernierStrategic & Digital Director @ Famous
  • 2. advertising = insights
  • 3. finding the insight
  • 4. 300 consumersat our fingertips
  • 5. not co-creation
  • 6. co-inspiration
  • 7. conversations betweenconsumers about our topics
  • 8. “I run with music,because some songsremind me of people. And those people keep me going.”
  • 9. extension of our gut feeling
  • 10. How to immerse anagency with the voiceof consumers on botha strategic and tacticlevel? @tomderuyck
  • 11. Bringing consumers alive… Understanding the needs of Famous by immersing in their workflow.@tomderuyck
  • 12. @tomderuyck
  • 13. @tomderuyck
  • 14. “I just like to share my opinion, Ivisit the community several timesa day to check when the newtopics are launched. I enjoy thevariety and like to change thedisturbing way advertisingcampaigns are launched at ussometimes. In addition, theconnecting with Famous and theother community members ispretty amazing.” by Margriet @tomderuyck
  • 15. @tomderuyck
  • 16. Bringing consumersalive…through visualpresence in thecreative Famousspaces. @tomderuyck
  • 17. Small difference inclickthroughs for ad Aand B, but…Consumer inspiredbriefing resulted in66% of clickers inthe preferreddemographic versus44% on the campaignbased on thestandard briefing.
  • 18. Consumer impact…to keep creatives intouch with a distantproduct category.And letting them feel,think, and act like thetarget group, in orderto really nail it @tomderuyck
  • 19. Let’s talk! @tomderuyck