Network of Favours -   consumer driven content development - Esomar – Innovate Conference June 16-18, 2008 Copenhagen Geno...
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 <ul><li>High penetration ( above 70% vs. avg 36%) </li></ul><ul><li>Supplementing alternative to tictactuti.hu </...
Routes to take <ul><li>Sponsorship </li></ul><ul><li>Adap t existing idea </li></ul><ul><li>Innovation </li></ul>
 
Research: Taking risk to decrease risk <ul><li>Advertiser </li></ul><ul><li>Communication agency </li></ul><ul><li>Researc...
Tough task <ul><li>Low budget </li></ul><ul><li>Short deadline (10 days) </li></ul><ul><li>Immediate actionability </li></ul>
Innovate with Rule-breakers <ul><li>Selected high-above average consumers as part of a panel (SuperGroupers  tm ) </li></u...
Stage 1: Single day workshop produces  250 novell content ideas  which result five concepts
Develop rather than Test <ul><li>Involving some early adopters in the Groups and SuperGroupers as part of Team </li></ul><...
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, dele...
Which way to go? SAFE  &  EASY EXCITING & RISKY
Insight <ul><li>My life is getting more and more segregated. The role of the extended family and the role of friends have ...
Brand message con s istency <ul><li>Harmonized with brand communication </li></ul>
Brand establishment
Needs analysis <ul><li>Relevant for the consumers </li></ul>
Science
Hollywood
Society
Affordability <ul><li>Cost efficiency </li></ul>
Measurable ROI <ul><li>On-site reach (number of visitors) </li></ul><ul><li>Secondary reach of WOM and P2P marketing </li>...
Summary <ul><li>Learning points of the project </li></ul>
Co-creation <ul><li>The Network of Favours is the result of a harmonized co-operation of three parties </li></ul><ul><li>L...
Key learning points <ul><li>Research-based rather than gut feel </li></ul><ul><li>Team work between brand team, researcher...
Contacts <ul><li>Marta Hoffmann Research International Hoffmann  T  +361 267 4744 F  + 361 267 9301                       ...
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Marta Hoffman Esomar Network Of Favours 0708

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  • Marta Hoffman Esomar Network Of Favours 0708

    1. 1. 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
    2. 2. Consumer-driven content development Co-creation for innovation in brand communication
    3. 3. The brief was given
    4. 4. Branded content
    5. 5. Cool but young
    6. 6. Targeting those above 25
    7. 7. Internet <ul><li>High penetration ( above 70% vs. avg 36%) </li></ul><ul><li>Supplementing alternative to tictactuti.hu </li></ul><ul><li>Flexible </li></ul><ul><li>Innovative and growing channel </li></ul><ul><ul><li>The time spent online is increasing </li></ul></ul><ul><ul><li>The penetration is extending </li></ul></ul>
    8. 8. Routes to take <ul><li>Sponsorship </li></ul><ul><li>Adap t existing idea </li></ul><ul><li>Innovation </li></ul>
    9. 10. Research: Taking risk to decrease risk <ul><li>Advertiser </li></ul><ul><li>Communication agency </li></ul><ul><li>Research agency </li></ul>
    10. 11. Tough task <ul><li>Low budget </li></ul><ul><li>Short deadline (10 days) </li></ul><ul><li>Immediate actionability </li></ul>
    11. 12. Innovate with Rule-breakers <ul><li>Selected high-above average consumers as part of a panel (SuperGroupers tm ) </li></ul><ul><li>Trained to exploit their creativity for marketing development </li></ul><ul><li>Understand marketing language and able to write marketing concepts </li></ul><ul><li>Work together with marketers as partners </li></ul>
    12. 13. Stage 1: Single day workshop produces 250 novell content ideas which result five concepts
    13. 14. Develop rather than Test <ul><li>Involving some early adopters in the Groups and SuperGroupers as part of Team </li></ul><ul><li>Main focus on How to improve rather than Likes and Dislikes </li></ul><ul><li>Competent decision makers amend and change concept on-site immediately </li></ul>
    14. 15. Stage 2: Single day series of workshops to screen, develop & improve concepts
    15. 16. Five concepts re-cycled throughout the 3 discussions, arriving to two possible routes Combine, match, select, amend, delete, change
    16. 17. Which way to go? SAFE & EASY EXCITING & RISKY
    17. 18. Insight <ul><li>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. </li></ul><ul><li>The Network of Favours helps me to find people who feel the same and are ready to help in exchange of receiving support . </li></ul>
    18. 19. Brand message con s istency <ul><li>Harmonized with brand communication </li></ul>
    19. 20. Brand establishment
    20. 21. Needs analysis <ul><li>Relevant for the consumers </li></ul>
    21. 22. Science
    22. 23. Hollywood
    23. 24. Society
    24. 25. Affordability <ul><li>Cost efficiency </li></ul>
    25. 26. Measurable ROI <ul><li>On-site reach (number of visitors) </li></ul><ul><li>Secondary reach of WOM and P2P marketing </li></ul><ul><li>PR based on the innovation and social need </li></ul>
    26. 27. Summary <ul><li>Learning points of the project </li></ul>
    27. 28. Co-creation <ul><li>The Network of Favours is the result of a harmonized co-operation of three parties </li></ul><ul><li>Learning experience or everyone </li></ul><ul><li>Delivered something unique and innovative  </li></ul>
    28. 29. Key learning points <ul><li>Research-based rather than gut feel </li></ul><ul><li>Team work between brand team, researchers, web designers, communication advisors </li></ul><ul><li>Involve members of the future target audience in the development process </li></ul><ul><li>Team test “big thoughts” to sharpen focus </li></ul><ul><li>Concept to site in two months feasible </li></ul>
    29. 30. Contacts <ul><li>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 </li></ul><ul><li>Istvan Kozari Initiative T +361 802 5135 F +361 802 5101                                      E [email_address] M Váci út 141.Budapest, 1138  - Hungary www.initiative.hu </li></ul>

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