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Everybody Famous
     Consumers inspiring Creativity



 Tom De Ruyck
Head of Research Communities @ InSites Consulting

 Jonathan Detavernier
Strategic & Digital Director @ Famous
MRS Branding & Advertising Conference - FAMOUS Community
advertising = insights
MRS Branding & Advertising Conference - FAMOUS Community
MRS Branding & Advertising Conference - FAMOUS Community
MRS Branding & Advertising Conference - FAMOUS Community
finding the insight
MRS Branding & Advertising Conference - FAMOUS Community
MRS Branding & Advertising Conference - FAMOUS Community
300 consumers
at our fingertips
MRS Branding & Advertising Conference - FAMOUS Community
not co-creation
co-inspiration
conversations between
consumers about our topics
“I run with music,
because some songs
remind me of people.
  And those people
   keep me going.”
MRS Branding & Advertising Conference - FAMOUS Community
extension of our gut feeling
How to immerse an
agency with the voice
of consumers on both
a strategic and tactic
level?


         @tomderuyck
Bringing consumers
              alive…
              Understanding the
              needs of Famous by
              immersing in their
              workflow.


@tomderuyck
@tomderuyck
@tomderuyck
“I just like to share my opinion, I
visit the community several times
a day to check when the new
topics are launched. I enjoy the
variety and like to change the
disturbing way advertising
campaigns are launched at us
sometimes. In addition, the
connecting with Famous and the
other community members is
pretty amazing.” by Margriet




               @tomderuyck
@tomderuyck
Bringing consumers
alive…
through visual
presence in the
creative Famous
spaces.


        @tomderuyck
MRS Branding & Advertising Conference - FAMOUS Community
Small difference in
clickthroughs for ad A
and B, but…
Consumer inspired
briefing resulted in
66% of clickers in
the preferred
demographic versus
44% on the campaign
based on the
standard briefing.
Consumer impact
…to keep creatives in
touch with a distant
product category.
And letting them feel,
think, and act like the
target group, in order
to really nail it


          @tomderuyck
Let’s talk!




      @tomderuyck

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