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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 Slide 1 Marta Hoffman Esomar Network Of Favours 0708 Slide 2 Marta Hoffman Esomar Network Of Favours 0708 Slide 3 Marta Hoffman Esomar Network Of Favours 0708 Slide 4 Marta Hoffman Esomar Network Of Favours 0708 Slide 5 Marta Hoffman Esomar Network Of Favours 0708 Slide 6 Marta Hoffman Esomar Network Of Favours 0708 Slide 7 Marta Hoffman Esomar Network Of Favours 0708 Slide 8 Marta Hoffman Esomar Network Of Favours 0708 Slide 9 Marta Hoffman Esomar Network Of Favours 0708 Slide 10 Marta Hoffman Esomar Network Of Favours 0708 Slide 11 Marta Hoffman Esomar Network Of Favours 0708 Slide 12 Marta Hoffman Esomar Network Of Favours 0708 Slide 13 Marta Hoffman Esomar Network Of Favours 0708 Slide 14 Marta Hoffman Esomar Network Of Favours 0708 Slide 15 Marta Hoffman Esomar Network Of Favours 0708 Slide 16 Marta Hoffman Esomar Network Of Favours 0708 Slide 17 Marta Hoffman Esomar Network Of Favours 0708 Slide 18 Marta Hoffman Esomar Network Of Favours 0708 Slide 19 Marta Hoffman Esomar Network Of Favours 0708 Slide 20 Marta Hoffman Esomar Network Of Favours 0708 Slide 21 Marta Hoffman Esomar Network Of Favours 0708 Slide 22 Marta Hoffman Esomar Network Of Favours 0708 Slide 23 Marta Hoffman Esomar Network Of Favours 0708 Slide 24 Marta Hoffman Esomar Network Of Favours 0708 Slide 25 Marta Hoffman Esomar Network Of Favours 0708 Slide 26 Marta Hoffman Esomar Network Of Favours 0708 Slide 27 Marta Hoffman Esomar Network Of Favours 0708 Slide 28 Marta Hoffman Esomar Network Of Favours 0708 Slide 29 Marta Hoffman Esomar Network Of Favours 0708 Slide 30
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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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