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Online Co-Creation: How Naive Experts Can Help Brands Generate Breakthrough
The document discusses the concept of 'intelligent naïvety' in brand innovation, highlighting how fresh ideas from a global community of over 280,000 creators contribute to breakthrough products and marketing strategies. It provides examples of successful collaborations between brands like Procter & Gamble, Kraft, and Unilever with the eyeka community, showcasing how crowdsourced ideas have led to innovative products and campaigns. The emphasis is on overcoming indifference in branding through active engagement and creativity.
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Online Co-Creation: How Naive Experts Can Help Brands Generate Breakthrough
- 2. STRONG BRANDS UNDERSTANDTHAT THEIR GREATEST THREAT IS NOT REJECTION IT IS INDIFFERENCE
- 5. WE’RE TAUGHT THAT EXPERIENCE ISA GOOD THING BUT IT’S THE INEXPERIENCED WHO TRULY CREATE BREAKTHROUGHS
- 6. INTELLIGENT NAÏVETY: CREATING BREAKTHROUGH BY LOOKING ATA CAR INSIDE OUT RATHER THAN OUTSIDE IN “This ad was inspired by ideas that consumers shared for the Hyundai co-creation contest at eYeka”
- 7. FRESH THINKING THE ORIGINAL IDEAFROM THE EYEKA COMMUNITY Oceanomare Milan, Italy
- 8. WE TAP INTO THEPOWER OF CREATORS TO DELIVER FRESH THINKING
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- 10. W E ’R E A GLOBAL COMMUNITY O F 280,000+ CREATORS SPANNING 160 COUNTRIES
- 11. WHY DO THEYDO IT? They want to prove themselves, improve and be rewarded "I participate in the contests because I want to share my ideas, express my creativity and to get the feedback! eYeka is my personal “pill” of self-expression, creative adrenalin and freedom of inspiration! Without it, life would not be so full, bright and intriguing!:)" valerirr777, member since June 2012 Stavropol, Russian Federation https://en.eyeka.com/u/valerirr777
- 12. BUSINESS BRIEF HOW ITWORKS IN A NUTSHELL COMMUNITY BRIEF COMPETITION MODERATION, CURATION & ANALYSIS 1 2 3 4
- 13. 40 OF THETOP 100* WORK WITH US ALREADY (*INTERBRAND RANKING 2013) GLOBAL BRANDS
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- 15. 1. IDEA CREATION2. IDEA CURATION 3. IDEA APPLICATION THE IDEA PROCESS
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- 17. “Tell us whatan electrical toothbrush that can connect to the Internet should offer to change your life for the better.” Our brief to the eYeka community: P&G ORAL-B Accelerating Innovation in Oral Care Expected ROMI: Insights and ideas that will inspire Oral-B’s R&D and marketing teams 3 weeks 67 entries 24 countries 7 innovation routes
- 18. ROMI: Oral-B developed andbrought to market the world’s first ever Bluetooth connected toothbrush and its mobile app. Results P&G ORAL-B Accelerating Innovation in Oral Care
- 19. Results “We knew timewas critical and the company that could launch the first product would have a huge first-mover advantage. The eYeka community gave us the head start needed and helped us anticipate some of the problems that we had to consider in the development of the product.” Stephen Squire BFO Marketing Director, Procter & Gamble P&G ORAL-B Accelerating Innovation In Oral Care Find out more at http://bit.ly/1psNiJd
- 20. “Introduce Mini-Oreo tothe world. Through a print ad convince your friends that this is the best choice for them.” Our brief to the eYeka community: Kraft Mini-Oreo New Brand Positioning Expected ROMI: A winning positioning idea to be tested with consumers and used for Mini-Oreo and the Oreo brands 3 weeks 516 entries 42 countries 10 territories identified
- 21. ROMI: Inspired a newpositioning and global campaigns for the OREO brand around “Bonding Moments” across all markets. Results Kraft Mini-Oreo New Brand Positioning
- 22. “Express your visionof the future of the Volvic on-the-go bottle.” Our brief to the eYeka community: Volvic Restyling an Iconic Water Bottle Expected ROMI: Fresh and implementable packaging ideas 3 weeks 109 entries 28 countries 4 key insights
- 23. ROMI: In 2013 Volviclaunched a new version of its on-the-go bottle in the market, inspired from design ideas from the eYeka creative community. Results Volvic Restyling an Iconic Water Bottle
- 24. “Tell us anunconventional and surprising story about how a resourceful mum creatively teaches her child(ren) an important lesson, through dirt and stains.” Unilever Dirt Is Good Inspiring a New Communication Campaign Our brief to the eYeka community: Expected ROMI: Ideas to better communicate to mums, in a more engaging fashion 5 weeks 88 entries 29 countries
- 25. Unilever Dirt IsGood Inspiring a new Communication Campaign
- 26. Results Unilever Dirt IsGood Inspiring a new Communication Campaign ROMI: Inspired a new communication stance towards mums in the Philippines. One TVC successfully launched. “Binyagan na yan!” Watch TVC at http://bit.ly/ROW7xSWatch winning animation at http://bit.ly/ROX0GC
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- 28. www.eyeka.net twitter.com/eYeka facebook.com/eYekaGlobal When do westart? Nicolas Borgis Vice-President +33 786 996 324 nicolas.borgis@eyeka.net @nborgis eYeka Paris – Sao Paulo – Mexico Singapore – Tokyo – Sydney www.eyeka.net @eyeka