People’s Insights Volume 1, Issue 31: Generous Store


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50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network.

Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights.

We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities.

This week, our topic is The Generous Store. For more, see:

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People’s Insights Volume 1, Issue 31: Generous Store

  1. 1. crowdsourcing | storytelling | citizenshipPeople’s Insights: Volume 1, Issue 31Anthon BergGenerous Store
  2. 2. What is Generous Store?In February 2012, chocolatier Anthon Berg set up a one-day pop upstore in downtown Copenhagen, where people could pay for chocolateswith "good deeds" thereby inspiring a sweet movement of
  3. 3. Paying with good deedsPeople chose from 30 different kinds of deeds. Price tags included“help clean your friend’s house, “serve breakfast in bed to your lovedone,’ and Dont comment on your girlfriends driving for a
  4. 4. Dedicating the deed to a Facebook friendTo hold people to their promises, Anthon Berg staff provided iPads atcheck out, and asked people to log on to Facebook and pledge thegood deed on a friends Facebook
  5. 5. ‘You can never be too generousAnthon Berg has stood for generosity and high quality chocolate since1884. The Generous Store was launched to re-establish these values,rejuvenate the brand, and help it stand out in the minds of consumers. ““ The strategy was to use this campaign as a vehicle to ignite a spark that would turn a single day pop-up shop into massive buzz and international PR rejuvenating the Anthon Berg brand. - Robert/Boisen & Like-Minded, campaign case study
  6. 6. Response at the storeDesigned to attract attention, the pop-up store stood out with pinkbranding and a pink entrance area. 100,000 people saw the store asthey passed by, and people queued up for 1.5 hours just to get
  7. 7. Generosity begins before you enterIn the true spirit of generosity, Anthon Berg staff handed out chocolate tothe crowds outside the store, a tradition that began in 1884 with the firstAnthon Berg store and Mr. Anthon Berg himself.1)
  8. 8. Generosity spreads through social mediaWithin 24 hours, 150,000 feeds were posted on Facebook as peoplededicated deeds, and posted follow up photos when they completed thedeeds. Anthon Berg witnessed a 33% increase in number of
  9. 9. Coverage in local and international blogsPR efforts, on-ground hype and social media activity ensured coveragein local Danish news sites, and popularity of the idea helped spread itacross the web, with mentions in more than 1,000 blogs and ““ The Danish chocolatier managed to reinforce its leading statement – by inspiring people to be more generous the company has created a happier society, and the brand’s popularity has been reestablished. - Lana Markovic, Blogger, Branding Magazine
  10. 10. Impact on bottom lineSales figures for February put to rest concerns that the feel-goodcampaign was impractical and did not justify costs. Sales increased12% compared to the same month last year.1)
  11. 11. Trend: crowdsourcing generosity and cheerBrands have begun to take happiness movements to the next level byempowering people to perform the acts of generosity or kindness,thereby increasing both brand equity and reach.1)
  12. 12. More People’s Insights Weekly reportsEvery week, we dive into one topic for discussion on the MSLGROUPInsight’s Network and discuss insights and foresights, in three keyareas: crowdsourcing, storytelling and citizenship. Crowdsourcing Storytelling: Citizenship Mahindra Spark the Rise @MarsCuriosity #Kony2012For more reports, visit:
  13. 13. Read People’s Lab insights and foresightsThe People’s Lab team shares the insights and foresights from theMSLGROUP Insights Network on the People’s Insights weekly blog andthe People’s Insights Quarterly magazine. MSLGROUP Insights People’s Insights People’s Insights Network weekly blog Quarterly magazine 50+ MSLGROUP planners We deep dive into Every quarter, we will compile share and discuss inspiring conversations around one the best insights from the projects on corporate project -- on the MSLGROUP network and the blog in the citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a storytelling. on the broader social web -- to showcase of our capabilities. distill insights and foresights.For more, visit
  14. 14. Coming soon: People’s Insights AnnualReportIn early January 2013 we will publish the People’s Insights AnnualReport, in which we synthesize our insights from throughout 2012 andprovide foresights for business leaders and change-makers for 2013.
  15. 15. People’s Lab: Crowdsourcing Insights &InnovationPeople’s Lab is MSLGROUP’s proprietary crowdsourcing platform andapproach that helps organizations tap into people’s insight forinnovation, storytelling and change.For more, visit
  16. 16. For People’s Labsolutions,