Co Creation Case-studies

Building better businesses
The Co-Creation Consultancy

We are..
We are a global network of leading social media specialists.
Our backgrounds are Marketing, PR, Research, Brand Planning, Business Consultancy & Web Development
We help departments or whole-businesses locally or internationally adapt and win in social media
We are a crowd of experienced researchers, planners, brand strategists, web developers, traditional & social - media specialists
We use co-creation techniques to deliver insight, innovation and rapid outcomes for organisations
We aim to make your media space more valuable to all stakeholders; including the advertiser, the audience, and most importantly you
We achieve this at significantly reduced cost thanks to our long experience and deep expertise in the latest social technologies and co-creation processes

We believe in Open Business
At the heart of everything we do is Open Business
We believe in business open to it’s stakeholders.
By product and service development, to marketing and customer care, the consumer becomes more deeply engaged.
They become involved in the decisions that matter to them
They care more about the outcomes
They become more loyal
You, Your products and marketing are more likely to become more successful
Social media means there are thousands of live consumer conversations to discover, explore and connect with
Social technologies offer the ability to collaborative in a scalable and more cost efficient way than ever before

What can you do with that is more valuable than advertising?

This..

Refresh your world
Pepsi pulled their multi-decade, multi-million dollar Superbowl opening ad and traded it in for a $20 million social media initiative
The Pepsi Refresh Project is about getting the global community to nominate initiatives hat need funding in local communities
Users can upload their video / project profile, and gather votes to win funding going from $5k to $250k a few times every month.
They effectively crowd-source their global CSR and engage fans in the process
Results:
127 ideas funded in four months
Stats are 30% US vs 70% from other nations
$5 million invested in local communities.
32 new grants and $1.3 million awarded each month
By end of May, over 2 million users have registered
5,000 new ideas submitted
The public cast up to 10 votes per day
From 250k Facebook fans to 788,265

My Starbucks Idea
MyStarbucks Idea was setup for customers to exchange ideaswith each other and directly to Starbucks
Customers can give their opinions on everything from; (Product), (Service), in-store music, layout, (Involvement) corporate social responsibility, marketing and advertising
They feature and reward the most active users and implement a high number of suggestions that directly feed back into
92,346 Ideas submitted
Monthly Users, 1,320,294
Daily Users, 43,407
Monthly Page views 5,532,032
28 Ideas have been actioned
E.g. a Blackberry App, ‘I’ll buy you a drink remotely’ and Mocca Coconut Frapuccino

Dell Ideastorm& other stuff
Following on from ‘Dell Hell’ a term created by a disgruntled blogger in 2005 *to summarise a period when of all Dell related blog posts 45% were negative.
Dell went on to setup a number of customer feedback environments from Ideastorm, Studio Dell to Direct2Dell
They ask users to submit issues or new ideas openly, discuss them with one another and their employees
5,300 different customer issues resolved
Direct2Dell av. 3.5 million + monthly page views / ranked 3,683 out of 107 million (Technorati).
StudioDell receives up to 70,000 views daily.
Dell IdeaStorm garners more than 40,000 unique visitors weekly, 8,900 ideas submitted and 67,000 comments.

‘Banking is better in black and white’
It takes a lot to standout in banking. Customer Service was what First Direct new they were good at.
They were so confident they created an area to aggregate and score by sentiment what people were saying about them across the Internet
It acted as a check against their claim of high customer satisfaction and become the centre piece for all their marketing activity
Their marketing is indirectly co-created here by the consumer
Received the highest customer loyalty ranking in the consumer banking sector based on the Satmetrix 2010 European Net Promoter Score®
Score* (NPS) of +42%, 46 points ahead of the sector average of -4% and a massive 68 points clear of the worst banking customer experience (-26%).

Revels Election
Revels Eviction campaign was the opportunity for the consumer to help NPD by selecting which flavour they wanted to get rid of.
The idea was to generate public debate and participation in 'evicting' the least popular of Revels' six flavours out of the bag — to be replaced by a mystery new flavour.
The campaign included a TVC and print work pointing to a microsite featuring video footage, where users could 'vote' and watch their least favourite Revel be expelled in a variety of methods.
From there they were also directed to discussion groups on Facebook, where they could defend maligned flavours or whip up support to oust the most unpopular.
The campaign made Revels number one in its category sales.
With a target of 100,000 votes, there were nearly 400,000 in total - with 150,000 cast from within the rich media ads.
There were also 2,000 wall posts on Facebook, and extensive media and PR coverage as a result

Nike ID Studio
NIKEiD Online allows customers to design their own Nike trainer and buy it or just share it with their friends across social media platforms on Twitter & Facebook as well as embed a widget in a blog page
The online service launched in 1999 and gave the ability to choose from a limited range of different material and colours to develop their own style of tennis shoe.
Giving a total of 31 different customizable and a choice of 82 different materials and option types.
The NIKEiD online business has more than tripled since 2004
It receives more than 3 million unique visitors going to www.NIKEiD.com every month.

Walkers Flavour Cup
How could Walkers Crisps retain their market share and offer new and original options for product?
In July 2008 Walkers launched ‘Do us a favour’ to give power back to the consumers and ‘capture the heart of the nation’ inviting the public to create the next great flavour of Walkers Crisps.
6 new flavours got introduced into the market for consumers to decide which one ‘tickles their taste buds’ the most.
All 6 finalists have received £10,000 with the final winner to receive £50,000 plus 1% from sales’ profit.
1.2 million flavour’s ideas submitted
440,000 Unique Users
Influenced all Above-The-Line creative activity (Press, TV, Radio)
This was replicated in other markets where the product is called Lays

‘Live Every Litre’
A co-created, crowd-sourced documentary about the extraordinary journeys people want to go on but never do with people of all kinds from across Europe as the stars.
Directed by – Claudio Von Planta (Long Way Down & Long Way Round) and produced by and with a team of bloggers from the UK, France, Germany, Spain and Italy, a final cast of 13 were chosen from journey ideas submitted online.
All the journeys are taken in the new Honda CR-Z as they undertake their leg of the journey across Europe. Coverage of the trips were covered by a team of bloggers.
-1000 Trips Submitted in 4 weeks
-13 trips Selected for the final film
-A production team of 18 bloggers involved helping steer decision making

DEWmocracy
Mountain Dew have built the DEWmocracy project up since 2007.
The DEWmocracy platform has become a pedestal for collaboration among fans, as Pepsi loosens control and turns over the creative process.
Recently they opened up NPD for 3 new flavours in a year long project even down to names, package, and ad campaign and media buying
Mountain Dew lovers even guided the media-buying process with 4,000 Dew Labs members polled about their favourite Web sites and then media partners then pitched the DEW Labs community.
700,000 reported unique visits and 200,000 registered users
8-10 week period generated 3,500 threads
In the carbonated soft drink category, Mountain Dew "significantly outperformed" its competitors in 2008, Diet Mountain Dew was up 3.7 percent and both brands gained 0.2 market share.

Pepsi My Can
In 2009 Pepsi India “The ‘What’s your way’ campaign was about giving youngsters tricky situations that they have to solve and get their picture on a Pepsi My Can.
As part of the campaign, the youth have been asked to give their answers on situations like what they would do if their father appeared while they were hanging out with their girlfriend. The participant providing the winning answer would get his/her picture on a Pepsi My Can.
Give new face to pack and brand
3.6 million Pg Views
3.06 users
2.89 million votes
7.5 min on site

REMEMBER:
That which we create we embrace
We can’t stop talking about
We choose over all else
ADVOCACY REQUIRES..
INVOLVEMENT

make better products
be better businesses
improve their services
get consumer opinion and buy-in on their decision making
co-create their marketing campaigns
Brands can:

The 90:10 Co-Creation Process
OPEN
Attracts more users more ideas, potential new customers
Private, Safer, faster; greater control
CLOSED

Next steps
We’d like to talk to you about how you canapply the 90:10 Group Co-Creation process to your organisation

What are you waiting for?
Contact:
Jamie Burke CEO 90:10 Group
jamie@ninety10group.com
David Cushman Head of Strategy
david@ninety10group.com

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Co Creation Case-studies

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