Marta Hoffman Esomar Network Of Favours 0708

Network of Favours - consumer driven content development - Esomar – Innovate Conference June 16-18, 2008 Copenhagen Genoveva Florovits – Ferrero Hungary Márta Hoffmann – Research International Hoffmann, Hungary István Kozári – Initiative Media, Hungary

Consumer-driven content development Co-creation for innovation in brand communication

The brief was given

Branded content

Cool but young

Targeting those above 25

Internet
High penetration ( above 70% vs. avg 36%)
Supplementing alternative to tictactuti.hu
Flexible
Innovative and growing channel
The time spent online is increasing
The penetration is extending

Routes to take
Sponsorship
Adap t existing idea
Innovation

Research: Taking risk to decrease risk
Advertiser
Communication agency
Research agency

Tough task
Low budget
Short deadline (10 days)
Immediate actionability

Innovate with Rule-breakers
Selected high-above average consumers as part of a panel (SuperGroupers tm )
Trained to exploit their creativity for marketing development
Understand marketing language and able to write marketing concepts
Work together with marketers as partners

Stage 1: Single day workshop produces 250 novell content ideas which result five concepts

Develop rather than Test
Involving some early adopters in the Groups and SuperGroupers as part of Team
Main focus on How to improve rather than Likes and Dislikes
Competent decision makers amend and change concept on-site immediately

Stage 2: Single day series of workshops to screen, develop & improve concepts

Five concepts re-cycled throughout the 3 discussions, arriving to two possible routes Combine, match, select, amend, delete, change

Which way to go? SAFE & EASY EXCITING & RISKY

Insight
My life is getting more and more segregated. The role of the extended family and the role of friends have changed and I often face the problem of having no help in those so called everyday challenges.
The Network of Favours helps me to find people who feel the same and are ready to help in exchange of receiving support .

Brand message con s istency
Harmonized with brand communication

Brand establishment

Needs analysis
Relevant for the consumers

Science

Hollywood

Society

Affordability
Cost efficiency

Measurable ROI
On-site reach (number of visitors)
Secondary reach of WOM and P2P marketing
PR based on the innovation and social need

Summary
Learning points of the project

Co-creation
The Network of Favours is the result of a harmonized co-operation of three parties
Learning experience or everyone
Delivered something unique and innovative

Key learning points
Research-based rather than gut feel
Team work between brand team, researchers, web designers, communication advisors
Involve members of the future target audience in the development process
Team test “big thoughts” to sharpen focus
Concept to site in two months feasible

Contacts
Marta Hoffmann Research International Hoffmann T +361 267 4744 F + 361 267 9301 E m.hoffmann@hri.hu M Vitkovics utca 9. Budapest, 1052 - Hungary
Istvan Kozari Initiative T +361 802 5135 F +361 802 5101 E [email_address] M Váci út 141.Budapest, 1138 - Hungary www.initiative.hu

http://www.perfectcrowd.com	494
http://www.perfectcrowd.cz	151
http://www.perfectcrowd.typepad.com	14
http://perfectcrowd.typepad.com	10
http://translate.googleusercontent.com	5
http://www.slideshare.net	1
http://webcache.googleusercontent.com	1

Marta Hoffman Esomar Network Of Favours 0708

by jardac on Jul 04, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

7 Embeds 676

Statistics

Marta Hoffman Esomar Network Of Favours 0708 — Presentation Transcript