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Crowdsourcing - Storytelling With The Crowd
The document discusses the evolution and application of crowdsourcing in advertising, highlighting its historical context, various techniques, and trends. It outlines the process of crowdsourcing, where companies post creative briefs and reward participants for innovative ideas, gaining significant consumer engagement. Additionally, it emphasizes the growing impact of crowdsourced solutions on revenue and market competitiveness for consumer goods companies.
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Crowdsourcing - Storytelling With The Crowd
- 1. Crowdsourcing Storytelling with thecrowd @YannigRoth– 13th November 2013
- 2. Crowdsourcing 1. A companyposts a problem online 2. A vast number of individuals offer solutions 3. The winning ideas are rewarded 4. The company uses the output for its own gain (Howe, 2006; Brabham, 2008; Estellés-Arolas& González-Ladrón-de-Guevara, 2012)
- 3. The ContestEra - “Longbefore the term crowdsourcing or even the Internet existed, Pillsbury was running the Bakeoff to engage consumers in the brand, generate public awareness, and identify creative uses of their products” (Parvanta, Roth & Keller, 2013) - A variety of companies and brands ran advertising contests in the so-called Contest Era - The book and the film The Prize Winner of Defiance, Ohio features a lot of other examples: Chevrolet, Colgate, Dr Pepper, Heinz, Kleenex, Lipton, Lucky Strike, Purina…
- 4. 7 Facts Aboutthe ContestEra 1. Contests Were Big in the 1950′s & 1960′s 2. Advertising Contests Were Creative Contests 3. Brands Sponsored Contests to Sell More Products 4. Prizes Went From Symbolic Earnings to Spectacular 5. Advertising Contests Were Handled by Agencies 6. Consumers Participated to Express Their Creativity 7. The Contest Era Ended Because of Sweepstakes 7 Facts About Advertising Contests in the “Mad Men” Era
- 5. More recenthistory ofcrowdsourcing Crowdsourcing by World's Best Global Brands (Timeline)
- 6. More recenthistory ofcrowdsourcing Crowdsourcing by World's Best Global Brands (Timeline, data from July 2013)
- 7. A shift ininnovation and marketing Gartner sees a massive shift toward applications of crowdsourcing in advertising, online communities, scientific problem solving, internal new product ideas, and consumercreated products: - “By 2017, more than half of consumer goods manufacturers will receive 75% of their consumer innovation and R&D capabilities from crowdsourcedsolutions” - “Consumer goods companies that employ crowdsourced solutions in marketing campaigns or new product development will enjoy a 1 percent revenue boost over noncrowdsourced competitors by 2015” Gartner Inc. - October 2013
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- 10. Crowdsourcing what? VOLVIC: “Restyle the50cl water bottle” FMCG: “Create the best baby milk for working mums in China” FMCG: “What does this gum say about you that no other gum conveys?” KRAFT: “Tell us what is unique about MiniOreo” GILLETTE: “Men, what is the ideal shop for you?” BEVERAGE: “Create a new drinking experience for our new whisky in China” AUTOMOTIVE: “How would you move around in 20 years?” FMCG: “Invent the future of digital scents” FINANCE: “Imagine the credit card of the future” COCA-COLA: “Illustrate energizing refreshment in a 30 secs video” HYUNDAI: “Shows us how Veloster challenges conventions”
- 11. Crowdsourcing what? BEVERAGE: “Create anew drinking experience for our new whisky in China” FMCG: “What does this gum say about you that no other gum conveys?” GILLETTE: “Men, what is the ideal shop for you?” KRAFT: “Tell us what is unique about Mini-Oreo” VOLVIC: “Restyle the 50cl water bottle” CITROËN: “Personalize the DS3’s roof, mirror, dashboard and wheel rims” HYUNDAI: “Shows us how Veloster challenges conventions” COCA-COLA: “Illustrate energizing refreshment in a 30 second videos”
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- 13. IDEA noun ī-ˈ dē-ə, -ˈ dēəalsoˈī dē-ə or ˈī -(ˈ) -dē A thought, plan, or suggestion about what to do
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- 23. Creative brief based onclient’sneeds Approval of the planning Selection of an idea Ideation • The strategic and creative teams pitch advertising ideas based on the client’s needs Preproduction • The parties set up a production planning (budget, casting, fee etc.) Approval of a final spot by client Choice of rough cuts Production • Director orchestrates shoot, assisted by technical staff with agency creatives and producer Postproduction • Editors work on the footage to build up a “rough cut” and eventually the final version Distribution • Finished ad is shared with the agency's media department for distribution based on the media plan Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of VideoAdvertising: The emergingroles of crowdsourcing platforms. In R. J. DeFillippi& P. Wikström (Eds.), International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography. Edward Elgar Publishing Ltd. Retrieved from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396
- 24. Creative brief based onclient’sneeds Approval of the planning Selection of an idea Ideation • The strategic and creative teams pitch advertising ideas based on the client’s needs Preproduction • The parties set up a production planning (budget, casting, fee etc.) Approval of a final spot by client Choice of rough cuts Production • Director orchestrates shoot, assisted by technical staff with agency creatives and producer Postproduction • Editors work on the footage to build up a “rough cut” and eventually the final version Distribution • Finished ad is shared with the agency's media department for distribution based on the media plan Idea contests can be used to generate simple ideas, to be used by organizations for the creation of advertisements in a traditional manner Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of VideoAdvertising: The emergingroles of crowdsourcing platforms. In R. J. DeFillippi& P. Wikström (Eds.), International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography. Edward Elgar Publishing Ltd. Retrieved from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396
- 25. Creative brief based onclient’sneeds Approval of the planning Selection of an idea Ideation • The strategic and creative teams pitch advertising ideas based on the client’s needs Preproduction Production • The parties set up a production planning (budget, casting, fee etc.) Approval of a final spot by client Choice of rough cuts • Director orchestrates shoot, assisted by technical staff with agency creatives and producer Postproduction • Editors work on the footage to build up a “rough cut” and eventually the final version Distribution • Finished ad is shared with the agency's media department for distribution based on the media plan Call for pitches can be used to identify talented individuals to work and co-create the spots with Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of VideoAdvertising: The emergingroles of crowdsourcing platforms. In R. J. DeFillippi& P. Wikström (Eds.), International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography. Edward Elgar Publishing Ltd. Retrieved from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396
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- 28. CONTENT noun ˈ kän-ˈtent The principalsubstance offered by a World Wide Web site
- 29. Digital video tookin $1.3 billion in revenue during the first six months of 2013 This represents an uptick of 24% over the first half of 2012, at $1.1 billion “Digital video delivers avid viewership and strong brand-building opportunities.” (IAB Internet Advertising Revenue Report2013)
- 31. How canbrandsget videocontent at affordable cost? Crowdsourcing 1. 2. 3. 4. Post a creative brief online A vast number of individuals offer videos The winning videos are rewarded The company uses the videos for its own gain
- 32. Current forms of crowdsourcing: -Various forms of video advertising projects Advent of creative crowdsourcing platforms: - Initiated by brands and their agencies - Simple contests - Managed by creative crowdsourcing firms - Initiated by brands and their agencies Early forms of crowdsourcing: - Simple contests - Managed by creative crowdsourcing firms - On private contest platforms and through inhouse production units - On private contest platforms - Initiated by brands - Managed by agencies - On ad hoc contest websites Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of VideoAdvertising: The emergingroles of crowdsourcing platforms. In R. J. DeFillippi& P. Wikström (Eds.), International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography. Edward Elgar Publishing Ltd. Retrieved from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396
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- 38. Réalisateur: Alexandre Dinaut(photosvia Nam ThaiLai)
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- 42. Creative brief based onclient’sneeds Approval of the planning Selection of an idea Ideation • The strategic and creative teams pitch advertising ideas based on the client’s needs Preproduction • The parties set up a production planning (budget, casting, fee etc.) Approval of a final spot by client Choice of rough cuts Production • Director orchestrates shoot, assisted by technical staff with agency creatives and producer Postproduction • Editors work on the footage to build up a “rough cut” and eventually the final version Distribution • Finished ad is shared with the agency's media department for distribution based on the media plan The most often encountered use of crowdsourcing *…+ is still the use of simple contests. *…+ This type of initiative requires participants to complete all stages needed to come up with an advertisement: ideation, preproduction, production and post-production. Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of VideoAdvertising: The emergingroles of crowdsourcing platforms. In R. J. DeFillippi& P. Wikström (Eds.), International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography. Edward Elgar Publishing Ltd. Retrieved from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396
- 43. The Big C- A Short Guide To Creating, Predicting and Amplifying Social Videos (whitepaper) http://fr.slideshare.net/eYeka/the-big-ca-short-guide-to-creating
- 44. Who are theparticipants? http://vimeo.com/26099669
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- 46. Culture Pub (M6,3 Mai 2013) http://www.6play.fr/m6/#/le-1245/11289590-crowsourcing-culture-pub http://www.youtube.com/watch?v=EZ0VyweQonQ
- 47. Spécial Investigation (Canal+,14 Octobre 2013) http://www.youtube.com/watch?v=b1Ecx_UinYw
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- 50. RecommendedReadings • Brabham, D.C. (2013). Crowdsourcing. Cambridge, MA: MIT Press • Dawson, R. (2012). Getting Results From Crowds: The definitive guide to using crowdsourcing to grow your business (2nd ed.) • Howe, J. (2008). Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business. Crown Business • Lebraty, J.-F., &Lobre-Lebraty, K. (2013). Crowdsourcing. London: ISTE Ltd and John Wiley & Sons Inc. • Roth, Y., & Kimani, R. (2014).Crowdsourcing in the Production of VideoAdvertising: The emergingroles of crowdsourcing platforms. In R. J. DeFillippi& P. Wikström (Eds.), International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography. Edward Elgar Publishing Ltd. • Texeira, T. (2013, June). How to Profit From “Lean Advertising.” Harvard Business Review, (June).
Editor's Notes
- #14 http://www.merriam-webster.com/dictionary/idea
- #15 To promote Activia, Danone was looking for stories around Activia's brand promise ("Activia is the brand that makes you take care of your tummy")Activia said it would only select entries that start from the brand’s image and tell a full authentic and inspiring story. There were 5,000 € in total for the 5 best creations!The winners of the contest came from all over the world:- 1st Prize of 1,000€ went to lilikedves (Italy)- 2nd Prize of 1,000€ went to chintami (Indonesia)- 3rd Prize of 1,000€ went to andres_wirsch (Argentina)- 4th Prize of 1,000€ went to gregork (United States of America)- 5th Prize of 1,000€ went to nastasi (Russian Federation)
- #16 Re-styling the 50cl Volvic Water bottleDanone’s challenge was to refresh the 50cl Volvic bottle design as an iconic bottle, which conveys status and desire while getting more presence on the shelves especially when it is placed alongside soft drinks.- See more at: http://www.eyeka.net/stories/design/#sthash.jpOU0dlJ.dpuf
- #17 Nescafé's "Reinvent Instant Coffee" Contest on eYekaNescafé asked the global eYeka community how to reinvent instant coffee so it can be enjoyed at homeNestle Australia launched this contest to have product ideas about new ways to consume instant coffee. The company asked creative consumers to focus on the coffee, the ingredients, the packaging. "Show us your fresh and creative ideas on how one could prepare and enjoy instant coffee at home, Café style," the brief said. "We are not looking for any gimmicky ideas but rather true innovation that can change the way instant coffee is drunk at home."The winning ideas were not published, as the brand wanted to keep them confidential, but the identity of the winners was of course revealed:- kleww (from France) with her/his idea "Nescafé: mix and drink"- Morsy (from France) with her/his idea "Nescafe"- Phixel (from Algeria) with her/his idea "Nescage Mix-It-Free"
- #18 The rise of café culture has redefined the benchmark for a quality cup of coffee and influenced the launch of more premium coffee solutions for in-home consumptionsuch as coffee machines. This resulted in a dip in sales for instant coffee.Nescafé challenged the eYeka community: how do you reinvent instant coffee to match the quality you get in a coffee shop while keeping the convenience of "instant", at home?
- #19 SFR, the French telecom operator, wanted to reinvent the concept of edutainment, effectively blending entertainment and education for their younger audience. They took this opportunity to harness the power of eYeka’s community to both generate new ideas and validate existing ones - See more at: http://www.eyeka.net/stories/product-development/#sthash.4rEIPyQ0.dpuf
- #21 Convincing mums that "Dirt is good" With "Dirt is good", Unilever would like to free mums from their laundry worries and show them that dirt and stains should be embraced for a well-balanced childhood. How should Unilever communicate that message?- See more at: http://www.eyeka.net/stories/brand-proposition/#sthash.3DLWIVcY.dpuf
- #27 http://blogen.eyeka.com/2013/10/17/and-the-winner-for-shazam-is/
- #29 http://www.merriam-webster.com/dictionary/content
- #30 http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-100913Also, on http://digiday.com/brands/celtra-15-must-know-stats-for-online-video/ here are 15 stats on online video:89 million people in the United States are going to watch 1.2 billion online videos today. (ComScore)Online video users are expected to double to 1.5 billion in 2016. (Cisco)Only about 24 percent of national brands are using online video to market to consumers. (Kantar Media)Online video now accounts for 50 percent of all mobile traffic and up to 69 percent of traffic on certain networks. (Bytemobile Mobile Analytics Report)Consumers give up on an online video if it doesn’t load in two seconds. (University of Massachusetts Amherst and Akamai Technologies)Users sharing video on retail and brand sites chose Facebook 46 percent of the time, with email accounting for 40 percent and Twitter capturing 14 percent of shares. (Invodo)Globally, online video traffic will be 55 percent of all consumer Internet traffic in 2016. (Cisco)52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo)Mobile and tablet shoppers are three times as likely to view a video as laptop or desktop users. (NPD)Mobile video ads that include social media buttons drive 36 percent higher engagement. (Rhythm NewMedia).Online video production will account for more than one-third of all online advertising spending within the next five years. (Borrell Associates)76 percent of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration. (Social Media Examiner)92 percent of mobile video viewers share videos with others. (Invodo)More than 1 billion unique users visit YouTube each month, spending more than 4 billion hours watching videos (YouTube).2 billion video views per week are monetized on YouTube, and every auto-shared tweet results in six new YouTube browsing sessions (ReelSEO).
- #31 L’Odyssée de Cartier (http://youtu.be/yaBNjTtCxd4)La Légende de Shalimar, de Guerlain (http://youtu.be/vL6XJw8Oe5M)Red Bull Stratos (http://youtu.be/FHtvDA0W34I)DC Shoes and Ken Block’s Gymkhana Five (http://youtu.be/LuDN2bCIyus)
- #34 PepsiCo's First "Crash The Super Bowl" ContestFor Super Bowl XLI in February 2007, Doritos launched the "Crash the Super Bowl" contest to allow consumers to create their own Doritos commercialIn the fall of 2006 Frito-Lay (with the help of their ad agency, Goodby, Silverstein & Partners) launched the first "Crash the Super Bowl" contest. Consumers were asked to create 30-second commercials for Doritos products. The strategic challenge was to regain relevance and build awareness within their target ("young adults ages 16-24, who are inclusive, connected and informed"), and the business objectives were to increase sales volume growth by 4% during the program, to generate $ 5million in PR value and... to receive 200 entries.In all, 1,065 consumer-made ads were submitted and displayed on the contest site, Crashthesuperbowl.com (even though there were a lot of duplicates and repeats, as "Beardy" from videocontestnews.com notes). From those entries, five ads were selected as finalists. The director of each selected ad received a cash prize of $10,000 and a trip for two to Detroit during Super Bowl XLI in February 2007. The five finalist ads were posted to the contest web site for a month long public vote. The commercial that received the most votes, "Live the Flavor" aired during the 2007 Super Bowl.- Live the Flavor by Five Points Productions of Cary, NC. (WINNER: Aired during the Super Bowl)- Check Out Girl by Kristin C. Dehnert of Los Angeles, CA. (Also aired during the 2007 Super Bowl)- Mouse Trap by Billy Federighi of Beverly Hills, CA. (Aired during the 2008 Super Bowl)- Chip Lover’s Dream by Jared Cicon of Claremont, CA.- Duct Tape by Joe Herbert of Batesville, IN.Though the five 2006-2007 finalists were flown to Detroit, they did not actually attend the Super Bowl. Instead, they watched the game from a private party near the stadium. In a move that has since become a Crash the Super Bowl tradition, no one, not even the finalists, knew which commercials would air before the game. "Live the Flavor" was the first consumer-generated ad to ever air during the Super Bowl and was ranked the #4 best commercial of the game on the USA Today Ad Meter poll. Later in the game, Frito-Lay surprised the finalists by also airing a second Crash the Super Bowl ad, "Check Out Girl."In December 2007 Time.com named "Live the Flavor" the 9th best commercial of the year. Frito-Lay's PR company, Ketchum won a Golden World Award from the International Public Relations Association for their work on the 2006-2007 Crash the Super Bowl contest. According to the IPRA, the competition led to a 12% increase in sales of Doritos in January, 2007 and nearly one million people visited the Crash The Super Bowl website to view the submissions and vote for the finalists. In the months following the Super Bowl, Frito-Lay chose to air all five commercials that had made the Crash the Super Bowl finals.
- #35 Interpreting Coca-Cola’s energizing refreshmentEnergy and refreshment are two of the core feelings Coca-Cola has been inspiring for decades. It is becoming increasingly more challenging for the brand to communicate these feelings in an ever-original fashion, to keep the brand fresh and current.ROMI: 6 million online mentions with 92% cost saving efficiencies- See more at: http://www.eyeka.net/stories/social-content/#sthash.05CzaiDT.dpuf
- #37 PhDstudent in Paris, working on consumer creativity and crowdsourcingHomeAbout meResearch & publicationsVisualizationsContactInterview d’Alexandre Dinaut, Réalisateur de la Vidéo “Edward” pour SFR15 October 2013tags: advertising, creativity, crowdsourcing, video 2 Votes-En avril 2011, SFR lançait un concours vidéo sur eYeka, demandant aux internautes de s’inspirer des classiques du cinéma et de “réaliser une séquence de 30 à 60 secondes mettant en scène un ou plusieurs services de la plateforme SFR.fr“. Il ne s’agissait pas de copier des scènes de film existantes ou de mettre en scène des personnages connus (ce sont des éléments protégés par des droits d’auteur) mais de mettre en scène les fonctionnalités de SFR.fr dans des spots cinématographiques.
- #39 http://yannigroth.com/2013/10/15/interview-dalexandre-dinaut-realisateur-de-la-video-edward-pour-sfr/
- #41 Boosting Schick's ROI with "titanium-grade" videos With limited A&P budget, Schick Quattro was looking to target young men online to reinforce its association with "titanium" and dramatize the difference it can make, to drive user engagement and sharing. ROMI: lowest cost-to-conversion of 54% v. historical average- See more at: http://www.eyeka.net/stories/social-content/#sthash.05CzaiDT.dpuf
- #46 http://news.eyeka.net/2011/02/fantastic-four-motivations-for-co-creation/