Zooppa ugc


Published on

Learn how crowdsourcing advertising is shaping the industry

  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Zooppa ugc

  1. 1. Zooppa - UGC April 2010 martedì 27 aprile 2010
  2. 2. User Generated Contents How companies are using UGC worldwide On January 2010, Pepsi In 2010, the Doritos brand Vitaminwater, a Coca- Coin Group chose to Company has launched has repeated for the fourth Cola brand, was relaunch the UPIM the Pepsi Refresh time the Crash the Super looking for a deeper brand through Project. They've invested Bowl, a contest where they engagement with its crowdsourcing. 20 million dollars in this asked their customers to consumers, so decided Thanks to the contest UGC campaign, money realize videos to be to involve its fans on on Zooppa they that had previously been broadcasted during the Facebook to find a achieved 4.740 new used for tv commercials SuperBowl. brand new taste for its logos and a great viral during the SuperBowl. energy drink . effect. martedì 27 aprile 2010
  3. 3. Overview Zooppa is a company that thanks to the Internet, has launched a new model for advertising. This is defined as User Generated Advertising: the consumers themselves create their own ads for the brands. For each campaign launched on Zooppa.com, the registered users can participate posting concepts, videos, print ads, banners and radio ads. Today Zooppa.com is situated in Italy, US, Brazil and in Europe. Founded in 2007, Zooppa.com is housed by the technological incubator H-Farm. Located near Venice, Italy, H-Farm is a center for research and innovation focused on the fields of technology and new media. martedì 27 aprile 2010
  4. 4. Numbers (Feb 2007 - Mar 2010) Some of the campaigns launched on Zooppa “Zooppers” (users) registred : 60.000+ Campaigns: 96+ Contents: 35.000+ Average contents per contest: 60-100 videos 400-1000 print ads > 50 banners, radio ads and concepts Comments: 700.000+ Page views (from February 2007): 20.000.00+ Absolute unique visitors Zooppa.it (last month): 34.944 Average daily unique visitors (last month): 1.640 martedì 27 aprile 2010
  5. 5. Community users Almost the 55% of the Zooppa community is from 19 to The users divide themselves into two rather homogeneous 30 years old. groups: students who work with graphic design, the Web, and video production, and professionals in the same fields. <18 2,5% 41-50 9,9% office workers, traders, craftsmen 17% >50 unemployed 4,4% 3% students 35% 36-40 19-25 9,6% 30,2% managers 6% 31-35 art director, copywriter, account 17,6% 11% 26-30 web and graphic designers, videomakers 25,9% 28% martedì 27 aprile 2010
  6. 6. Campaign flow Brief definition with the Client Campaign promotion through newsletters, social networks, word of mouth, website partners Community members create and spread ads Winner selection Results analisys and post contest report martedì 27 aprile 2010
  7. 7. Why Zooppa? Launch new products/ Increase services brand visibility Build a direct relationship with Start a customers conversation about the brand Increase Find new Entertain brand potential users customers awareness martedì 27 aprile 2010
  8. 8. Zooppa benefits: Creativity Sponsoring an advertising competition through Zooppa, 60.000 members of its creative community enter in deep engagement with your brand. Our community members are often young communication professionals. Therefore both the quality and the quantity of ads are maximized and a positive outcome is guaranteed to your brand. On average a contest on Zooppa allows to achieve more than 1.000 user-generated ads, distributed as follows: ‣60 - 100 videos ‣600 - 1.000 print ads ‣more than 50 contents among banners, radio spots and concepts. martedì 27 aprile 2010
  9. 9. Zooppa benefits: Engagement Zooppa allows companies to achieve their target, facilitating a conversation with users and involving them into the communication process. Blog, forum, comments on Zooppa are only some of our most common tools used to build a confident relationship with members. martedì 27 aprile 2010
  10. 10. Zooppa benefits: Viral Effect Zooppa spreads the ads on the social networks and video sharing sites. The community members do the same, helping to promote your brand through the viral distribution. Since the most voted works are the ones that finally win, the community is strongly motivated to spread their works in the Internet. Thanks to an integrated software we can know the views tracking of posted contents. viddler, veoh, dailymotion, Youtube, vimeo, metacafe, yahoo. martedì 27 aprile 2010
  11. 11. Zooppa benefits: Perception An advertising competition sponsored on Zooppa allows to reach a real feedback about the brand perception coming from users contents. The community works in fact can be considered as an enlarged focus group, representing perfectly the most active on-line users of our society. Interesting conversations about brands start spontaneously through the users comments and forum: all this info are are finally analyzed with the community’s ads. Zooppa offers companies an exhaustive report with quantitative and qualitative datas about posted contributes. Precious suggestions for the future communication strategy. martedì 27 aprile 2010
  12. 12. Case histories Click here to watch the video Click here to watch the video Click here to watch the video Click here to watch the video Best Western needed to Mini chose the italian Google Italy chose Zooppa for Microsoft sponsored a the launch of the new browser, contest on Zooppa.com make its image cooler and community of Zooppa to Google Chrome, in Italy. The in order to increase the closer to the young people, advertise the launch of the community proposed more brand awareness of their looking for a deeper brand new MINI models: Mini engagement with the Abbey Road and Mini than 800 contributions: product: Office Live - consumers. At the end of the videos, print ads and banners. Small Business. The Trigger, using the User contest, a selection of A selection of the works has community realized more Zooppers works was spread Generated Contents been spread through the official than 50 videos and 160 in the tv channel of the hotels approach. Google Chrome channel on print ads. located all over Italy. YouTube. martedì 27 aprile 2010
  13. 13. Case histories Click here to watch the video Click here to watch the video Click here to watch the video Click here to watch the print Nestlè KitKat used the The contest sponsored by Universal Music decided to When Pago’s pay-off changed creatives works posted on Negroni on Zooppa sponsor an advertising in “Pago, Paradise yourself”, Zooppa to realize its official achieved great results: the competition on Zooppa in the company worked with banner campaign. community members order to support the launch of members to evaluate their The winning radio ad is posted 77 videos, 937 “The boy who knew to much” brand perception. available on the Radio Deejay print ads, 33 radio ads, 79 Mika’s album in Italy. At the end of the contest, all podcast. banners, 177 concepts Community members posted ads were analyzed and and 41.024 comments. 75 video ads. Zooppa prepared an exhaustive marketing report. martedì 27 aprile 2010
  14. 14. Best of videos ‣ In the clouds ‣ Happy Birthday ‣ TomTom Version 0.1 ‣ Music Inside ‣ Havaianas stop motion ‣ 1970/2000 Negroni ‣ Voilà ‣ Rules are changed martedì 27 aprile 2010
  15. 15. Best of videos ‣ In the clouds ‣ Happy Birthday ‣ TomTom Version 0.1 ‣ Music Inside ‣ Havaianas stop motion ‣ 1970/2000 Negroni ‣ Voilà ‣ Rules are changed martedì 27 aprile 2010
  16. 16. Best of print ads martedì 27 aprile 2010
  17. 17. Best of print ads martedì 27 aprile 2010
  18. 18. Best of print ads martedì 27 aprile 2010
  19. 19. Best of print ads martedì 27 aprile 2010
  20. 20. Best of print ads martedì 27 aprile 2010