This document discusses how crowdsourcing can provide creative ideas and drive competitive advantage for companies. It shows that 67% of top companies with above-average creativity also have higher organic revenue growth. The document then profiles Eyeka, a crowdsourcing community of 400,000 creative minds that generates ideas for companies through online contests and workshops. Finally, it provides examples of how crowdsourced ideas have been implemented by brands like McDonald's, Duracell, and Volkswagen to drive innovation.

2. “67% PERCENT OF THE
COMPANIES IN THE TOP QUARTILE
IN TERMS OF CREATIVITY DISPLAY
ABOVE-AVERAGE ORGANIC
REVENUE GROWTH”

5. DORITOS

6. LEGO
CO-CREATION

8. 90
CAN
VALIDATE
(SPECTATORS)
OF EVERY
100 PEOPLE…
SOURCE: FORRESTER RESEARCH

9. CAN
CURATE
9
SOURCE: FORRESTER RESEARCH
OF EVERY
100 PEOPLE…

10. 1
CAN
CREATE
AND ONLY
OF EVERY
100 PEOPLE…
SOURCE: FORRESTER RESEARCH

11. MEET EYEKA
A COMMUNITY OF 400,000 CREATIVE MINDS
55%
16%
7%
22%
25-34Y 35-44Y
ABOVE 45Y
BELOW 25Y
30%
STUDENT
20%
AMATEUR
20%
SEMI-PROFESSIONAL
30%
PROFESSIONAL

12. WHAT ARE
THEIR
MOTIVATIONS?
fun fulfillment fame finance

14. FROM
INSIGHTS TO
CONCEPTS
INSIGHTFUL
brief
GLOBAL IDEATION
contest
TRANSFORMATION
workshop
Evaluate
BUILD / LAUNCH

15. COMPETITION
MODERATION, CURATION
COMMUNITY BRIEF
BUSINESS BRIEF
HOW IT WORKS
IN A NUTSHELL
IP TRANSFER

16. GREAT IDEAS
COME FROM ANYWHERE
Mauricio Thomsen, Brazil
Showed how trendy Mexico
is for the Mexican Tourism
Board.
He Yan, China
Introduced Mini Oreo to
the world for Europe.
Nick Willis, USA
Invented the future TVC for a
drink launch in India.
Chandan Rout, India
Restyled the 50cl Volvic bottle
design for Europe.
Christophe Dubosc,
France
Created the best baby milk
proposition for a Western
brand in China.
Ebuzzer, Singapore
Showed the favourite shopping
experience for Men for a US
client.

17. EXAMPLE OF COMMUNITY IDEA

18. IDEA CLUSTERS

19. DISCOVER IDEAS,
REBOUND AND VOTE:
Participants discover the
community input
organized by themes,
core ideas (15-25) &
executional toolkit, then
vote on their favorites.
WORKSHOP PHASE 1 – DISCOVERY

20. SHARING OF
NEW IDEAS:
The group is split in 3-4
teams who work at
transforming clusters of
ideas into raw concepts.
Vote on most relevant
concepts.
WORKSHOP PHASE 2 – DIVERGENCE

21. The teams start from the raw
concepts and strengthen ~5.
They can directly use community
ideas or order a sketch to
illustrate them. New collective
vote to select 5-10 concepts.
WORKSHOP PHASE 3 - CONVERGENCE

22. WORKSHOP PHASE 4 - TRANSFORMATION
The group fine tunes the winning concepts
into full concepts (insight / solution / benefit
etc.), illustrated by the sketch artist to move
into the next stage (consumer screening,
further development). Well done team!

23. INTELLIGENT
NAÏVETY
UNLEASHED
fast fresh effective
3 WEEKS
TURNAROUND
50-100 IDEAS
PER CONTEST
+20-40% CONCEPT
PERFORMANCE

24. A VERSATILE IDEATION TOOL

25. Source: State of
Crowdsourcing
Report, 2015 -
cumulative
crowdsourcing
adoption by
Interbrand Top 100
Global Brands
TOP BRANDS
HAVE EMBRACED CROWDSOURCING

26. “Tell us what an electrical
toothbrush that can
connect to the Internet
should offer to change
your life for the better.”
INNOVATION
ROADMAPS

27. EXAMPLE
OF
IDEAS

29. PRODUCT
INNOVATION
“Create a new Doritos
product, based on the
original triangular shape
to bring an entirely new
experience to young
people with their favorite
snack.”

30. THE IDEA
AND THE
PRODUCT

31. SERVICE
INNOVATION
“Show us how a bank can
wow its clients again with
a new trustworthy
relationship combining
the best of people and
technology.”

32. EXAMPLE
OF
IDEAS

33. CUSTOMER
EXPERIENCE
“Imagine a breakthrough
after-sales service that will
WOW Volkswagen
customers with its human
and personalized
experience.”

34. EXAMPLE
OF
IDEAS

35. CUSTOMER
EXPERIENCE
“What could McDonald’s do -
small or big, every day or
occasionally - to prove that
they do things just for you
and make you feel special.”

36. IN-MARKET
IMPLEMENTATIONS
McDonald’s
creates
« Guest
Experience
Leader » role
McDonald’s
launches first
ever Organic
Burger

37. COMMUNICATIONS
“Create an engaging,
original and fun print ad that
shows how Duracell
empowers you for longer
lasting and superior
running moments.”

38. Raw Creativity from
the eYeka Community
Adaptation on
Facebook
Refined by Duracell’s
Digital Agency
EXAMPLE
OF
IDEAS

40. HOW CROWDSOURCING
DRIVES COMPETITIVE
ADVANTAGE
TIME-TO-MARKET
INVESTMENTS
COST OF FAILURE
COMPETITION

41. DON’T
THINK
OUTSIDE
THE
BOX…
LOSE
THE
BOX!