Carlsberg: Crowdsourcing Brand Launch & Activations

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Barbara Juhasz, Carlsberg Group. Presented at Crowdsourcing Week Summit Geneva. For more information or to join the next event: http://crowdsourcingweek.com/

Business

GSMI - MAY 2012 PAGE 2
www.facebook.com/SomersbySwitzerl
and
A Little Context

What is standing between you & your
consumers?
Friends ‘Sandra’

‘A World of things’ stands between you
& your consumers

GSMI - MAY 2012 PAGE 8
www.facebook.com/SomersbySwitzerl
andCrowdsourcing :
“Enlisting the help of a (larger) group of people, who are
volunteers from outside of our sphere of work, and
therefore impartial, with the objective of gaining
insights, validation, and feedback to our proposals &
‘challenges’ and to a degree, to mitigate risks of such a
large scale launch.”

GSMI - MAY 2012 PAGE 9
www.facebook.com/SomersbySwitzerl
and
Harnessing the Power of the Crowd

GSMI - MAY 2012 PAGE 10
www.facebook.com/SomersbySwitzerl
and
1) Quality of Input > Quality of Output
2) Structure & Gamification
3) Interpretation
4) Actionability

GSMI - MAY 2012 PAGE 11
www.facebook.com/SomersbySwitzerl
and
P2P
Invite
DEC’13
JAN’14
FEB -
MAR’14
Insights into: attitudes and behaviours
Validation of concepts & activation plans
… Chaos?
… Buzz?
Gaining Feedback, Driving Trial & WOM

INSIGHT 1:
The Swiss want
to stand out,
but can’t help
fitting in.
INSIGHT 2:
Enhance existing
conversations;
don’t create a
new one.
INSIGHT 3:
The usual rules
don’t apply in
festival season.
Be known before
you're available
We come to you
“something open
air, ideally by a
lake”

Of 1000 people questioned…
• 97% of people either like or absolutely love the taste
• 98% would recommend to their friends
• 95% say they will continue to enjoy Somersby in the future

GSMI - MAY 2012 PAGE 14
www.facebook.com/SomersbySwitzerl
andThe Crowd is an infinite source of potential to help
you, online & in real-time.
They are an honest sense check on quality, a source
of insights, a source of validation and/or creativity
in concepts.
And they can be your first trialists, consumers &
fans, that will share their experiences with others.

GSMI - MAY 2012 PAGE 16
www.somersby.ch
www.facebook.com/SomersbySwitzerland

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Carlsberg: Crowdsourcing Brand Launch & Activations

1. GSMI - MAY 2012 PAGE 1 www.facebook.com/SomersbySwitzerl and Barbara Juhàsz, Senior Brand Manager @Feldschlösschen Getränke AG ‘The Power of the Crowd in Crafting Brand Launch & Activations’

2. GSMI - MAY 2012 PAGE 2 www.facebook.com/SomersbySwitzerl and A Little Context

3. What is standing between you & your consumers? Friends ‘Sandra’

4. Friends ‘Sandra’

5. ‘A World of things’ stands between you & your consumers

7. Access to help from potential consumers DIRECTLY, BEFORE launch International Brand National CH Launch A ‘Quirky’ Brand Character The ‘right’ launch & activations?

8. GSMI - MAY 2012 PAGE 8 www.facebook.com/SomersbySwitzerl andCrowdsourcing : “Enlisting the help of a (larger) group of people, who are volunteers from outside of our sphere of work, and therefore impartial, with the objective of gaining insights, validation, and feedback to our proposals & ‘challenges’ and to a degree, to mitigate risks of such a large scale launch.”

9. GSMI - MAY 2012 PAGE 9 www.facebook.com/SomersbySwitzerl and Harnessing the Power of the Crowd

10. GSMI - MAY 2012 PAGE 10 www.facebook.com/SomersbySwitzerl and 1) Quality of Input > Quality of Output 2) Structure & Gamification 3) Interpretation 4) Actionability

11. GSMI - MAY 2012 PAGE 11 www.facebook.com/SomersbySwitzerl and P2P Invite DEC’13 JAN’14 FEB - MAR’14 Insights into: attitudes and behaviours Validation of concepts & activation plans … Chaos? … Buzz? Gaining Feedback, Driving Trial & WOM

12. INSIGHT 1: The Swiss want to stand out, but can’t help fitting in. INSIGHT 2: Enhance existing conversations; don’t create a new one. INSIGHT 3: The usual rules don’t apply in festival season. Be known before you're available We come to you “something open air, ideally by a lake”

13. Of 1000 people questioned… • 97% of people either like or absolutely love the taste • 98% would recommend to their friends • 95% say they will continue to enjoy Somersby in the future

14. GSMI - MAY 2012 PAGE 14 www.facebook.com/SomersbySwitzerl andThe Crowd is an infinite source of potential to help you, online & in real-time. They are an honest sense check on quality, a source of insights, a source of validation and/or creativity in concepts. And they can be your first trialists, consumers & fans, that will share their experiences with others.

15. GSMI - MAY 2012 PAGE 15

16. GSMI - MAY 2012 PAGE 16 www.somersby.ch www.facebook.com/SomersbySwitzerland

Editor's Notes

Many definitions of crowdsourcing but the one we have created for us is this.

Carlsberg: Crowdsourcing Brand Launch & Activations

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