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eYeka: Leveraging Online Co-Creation to Reinvent Innovation and Marketing (2013)

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Collaboration between Consumers and brands is the Future of Marketing and Innovation

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eYeka: Leveraging Online Co-Creation to Reinvent Innovation and Marketing (2013)

  1. 1. “Do it with them, not for them” Leveraging Online Co-Creation to Reinvent Innovation and Marketing François Pétavy, CEO, eYeka
  2. 2. “Innovation is the central issue in economic prosperity” Michael Porter
  3. 3. “If I had asked people what they wanted, they would have said: ‘faster horses’” Henry Ford
  4. 4. Collaboration between Consumers & Brands is the future of marketing & innovation
  5. 5. Crowdsourcing «Crowdsourcing is the act of taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people or community in the form of an open call» Jeff Howe
  6. 6. Co-creation “The act of involving consumers directly, and in some cases repeatedly, in the product creation or innovation process“ Doug Williams Forrester Research
  7. 7. P&G’s Connect & Develop • P&G set up “Connect + Develop” in 2000 with the goal of reinventing its innovation model by opening it to the outside world • Connect + Develop leverages several networks (scientists, technology experts, suppliers…) • Today, more than 50% of all innovations at P&G involve outside-driven innovation (against 15% in 2000)
  8. 8. Nike ID
  9. 9. Local Motors
  10. 10. LEGO 1. Experience 2. Products and services: Lego Digital Design 3. Business models: marketplaces 4. Markets: professional prototyping 5. Strategy: co-creating future product lines
  11. 11. LEGO
  12. 12. Starbucks
  13. 13. How do you ignite consumers’ imagination?
  14. 14. Not all consumers play the same game 1% creators 9% enthusiasts 90% the 1/9/90 rule - Forrester Research unlock refine spectators validate
  15. 15. The largest community of creators 154 countries 250,000 creators
  16. 16. Welcome to the world’s biggest creative playground...
  17. 17. What drives our creators
  18. 18. The 4 Fs Source: Parvanta, C., Roth, Y., & Keller, H. (2013). Crowdsourcing 101: A Few Basics to Make You the Leader of the Pack. Health Promotion Practice, 14(2), 163–167.
  19. 19. Good ideas have no borders
  20. 20. Collective intelligence & gems Insights Most ideas are raw. Collective analysis tells the story. They provide insights & validation. Gems Some ideas are fully articulated. They provide innovation & quality creative execution.
  21. 21. Co-creating across the marketing cycle 1 2 3 4 BRANDING, POSITIONING & PACKAGING NEW PRODUCT DEVELOPMENT BRANDING POSITIONING PACKAGING CREATIVE CONCEPTS
  22. 22. Nescafé New Product Development How could we reinvent instant coffee, prepared at home to keep the category relevant and attractive? ideas
  23. 23. Nescafé New Product Development ideas 40 countries 3 weeks 138 entries
  24. 24. Nescafé New Product Development ideas 40 countries 3 weeks 138 entries
  25. 25. SFR New Product Development ideas How can we create a fun learning experience?
  26. 26. SFR New Product Development ideas 2x3 weeks 100 entries
  27. 27. ideas 2x3 weeks 100+ entries
  28. 28. SFR New Product Development “eYeka generated the same level of ideas in 3 weeks as a top innovation agency in 3 months and a top design school in 6 months.” Stéphanie Hajjar, Head of Ecosystem Innovation » ideas 2x3 weeks 100+ entries
  29. 29. Kraft Mini Oreo Positioning How to explore potential positioning and communication platforms for Mini-Oreo with a new approach that gives consumers a greater voice? ideas
  30. 30. Kraft Mini Oreo Positioning ideas 42 countries 3 weeks 515 entries
  31. 31. ideas 42 countries 3 weeks 515 entries
  32. 32. Kraft Mini Oreo Positioning "Both in terms of number of proposals and quality of execution, the community gave us a lot of insights in terms of how to position our Mini-Oreo.” – Brand Director, Mondelez ideas 42 countries 3 weeks 515 entries
  33. 33. Volvic Packaging How to refresh the 50cl Volvic bottle design as an iconic bottle, which conveys status and desire while getting more presence on the shelves? ideas
  34. 34. Volvic Packaging ideas 27countries 3 weeks 109 entries
  35. 35. Volvic Packaging ideas 27countries 3 weeks 109 entries
  36. 36. Volvic Packaging “We have used crowdsourcing because we were stuck. It gave us freshness, originality and different angles.” Christine Jean, MRCI Director Danone Water ideas 27countries 3 weeks 109 entries
  37. 37. Coca-Cola Creative Concepts How do we communicate “energizing refreshment” in an everoriginal fashion to provide local markets with new and impactful campaign materials? content
  38. 38. Coca-Cola Creative Concepts content 82 countries 3 months 2,535 entries
  39. 39. content 82 countries 3 months 2,535 entries
  40. 40. Coca-Cola Creative Concepts • 6 million online mentions • Top 10% of all-time best ads in sample markets on Millward Brown Link™ score test • 100% adoption of creative materials against 47% on average • Cost saving efficiencies of 92% content 82 countries 3 months 2,535 entries
  41. 41. The ROI of co-creation “Some of the crowdsourced marketing ideas scored in the Top 10% of all-time best ads on Millward Brown Link™ score test. Cost saving efficiencies of 92%.” “The eYeka community generated the same level of ideas in 3 weeks as a top innovation agency in 3 months and a top design school in 6 months.” “Sales revenues from user-generated products are three times higher – and gross margins four times greater – than those of designer-generated products”
  42. 42. The ROI of co-creation CHOICE “A wealth of creative, consumerrooted ideas” + RELEVANCE “Get it right from the start” + ACCELERATION “Innovate in weeks vs. months”
  43. 43. Why co-creation changes the world Consumers Brands Participate Listening Be acknowledged Authenticity Better products & experiences Relevance Sustainability
  44. 44. Creating a better future through co-creation
  45. 45. Creating a better future through co-creation
  46. 46. Want to learn more? Download our White Paper: http://www.eyeka.net Follow us: @eYeka

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