MRS Branding & Advertising Conference - FAMOUS Community

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MRS Branding & Advertising Conference - FAMOUS Community

  1. 1. Everybody Famous Consumers inspiring Creativity Tom De RuyckHead of Research Communities @ InSites Consulting Jonathan DetavernierStrategic & Digital Director @ Famous
  2. 2. advertising = insights
  3. 3. finding the insight
  4. 4. 300 consumersat our fingertips
  5. 5. not co-creation
  6. 6. co-inspiration
  7. 7. conversations betweenconsumers about our topics
  8. 8. “I run with music,because some songsremind me of people. And those people keep me going.”
  9. 9. extension of our gut feeling
  10. 10. How to immerse anagency with the voiceof consumers on botha strategic and tacticlevel? @tomderuyck
  11. 11. Bringing consumers alive… Understanding the needs of Famous by immersing in their workflow.@tomderuyck
  12. 12. @tomderuyck
  13. 13. @tomderuyck
  14. 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. 15. @tomderuyck
  16. 16. Bringing consumersalive…through visualpresence in thecreative Famousspaces. @tomderuyck
  17. 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. 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. 19. Let’s talk! @tomderuyck

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