Crowdsourcing has been used for many things since the mid 2000s and businesses are using it on an almost industrial scale. When it comes to marketing and innovation, the world's biggest brands use crowdsourcing - asking the global crowd for creative, innovative and/or insightful ideas through online competitions - and use this diverse output to innovate faster or advertise better. In this presentation, given at the 2014 BAQMaR Conference on November 26th, 2014, I address how global crowdsourcing helps brands get fresh creative inspiration for both global and local problems. I present some insights into the composition of the global creative communities, the work that they do for brands, the most unlikely people to inspire massive advertising campaigns as well as scientific research findings that relate to this emerging phenomenon.

1. Using Culturally Diverse Crowds To Source Global
Ideas
@YannigRoth
PhD student @SorbonneParis1
Research Fellow @eYeka
2014 @BAQMaR Conference
November 26th, Ghent

5. CROWDSOURCING
Crowdsourcing:
“Obtaining services, ideas, or content by soliciting a large group of people […] rather than traditional employees or suppliers“
Merriam-Webster Dictionary (since 2011)

6. CROWDSOURCING
BUSINESS BRIEF
COMMUNITY BRIEF
OPEN COMPETITION
MODERATION,
& ANALYSIS
WINNER SELECTION,
IP TRANSFER
1
2
3
4
5

7. INNOVATION
FOR INNOVATION IDEAS
Best used early in the Ideas Phase
67
IDEAS
RESULTS
›The eYeka community inspired P&G’s commercial and technical teams with many ideas that will feed P&G’s « Initiative Master Plan ». Oral-B launched the first connected toothbrush.
WE GENERATED
FROM
28 COUNTRIES
3
WEEKS
IN
FOR ORAL-B
Community output
P&G product launch

8. 233
IDEAS
WE GENERATED
FROM
37 COUNTRIES
5
WEEKS
IN
FOR HYUNDAI
FOR EXECUTION / TACTICS IDEAS
Use after the Campaign has been established
RESULTS
›The winning idea from an italian creator was adapated by Hyundai into a series of print ads that ran in global publications such as The Economist.
ADVERTISING IDEAS
Winning idea
Print ad campaign

9. SOCIAL CONTENT
FOR SOCIAL CAMPAIGNS BY THE CONSUMERS, FOR THE CONSUMERS
RESULTS
›Videos from France, Belgium, UK & Portugal were used and amplified by Eurostar in the « Stories are waiting » campaign.
27
VIDEOS
WE GENERATED
FROM
11 COUNTRIES
5
WEEKS
IN
FOR EUROSTAR
Winning videos

10. BRAND CONTENT
RESULTS
›The « #ChangeDestiny » was brought to life by talended creators. Videos from France and Ukraine are now used on SK- II’s YouTube and Facebook channels across Asia
21 VIDEOS
WE GENERATED
FROM
7 COUNTRIES
7
WEEKS
IN
FOR SK-II
FOR CAREFULLY CURATED FILMS WITH HIGH-PRODUCTION VALUES

11. Creativity:
“The production of ideas that are simultaneously novel and useful“
(Amabile, 1983, 1996)

12. Culture:
“A set of shared knowledge, values, norms, and beliefs that unite a collective group, such as a country“
(Chiu and Hong, 2006)

13. RESEARCH: CREATIVITY ACROSS CULTURES
« Rates of innovation are most closely associated with the cultural value of uncertainty acceptance, but lack of power distance and individualism also are related to high rates of innovation »
(Shane, 1993)

14. RESEARCH: CREATIVITY ACROSS CULTURES
« English- and Chinese- speaking basketball communities differ with regard to their structural dimensions, the way innovations are developed, the innovative output, as well as members’ underlying motives »
(Jawecki et al., 2011)

15. RESEARCH: CREATIVITY ACROSS CULTURES
« Tight societies tend to have greater order, precision, cohesion, stability, and resistance to change [while] loose societies tend to have less order and cohesion, and more deviance, innovation, and tolerance for change. » (Gelfand, Nishii & Raver, 2006)

16. RESEARCH: CREATIVITY ACROSS CULTURES
« Individuals from tight cultures are less likely […] to engage in and succeed at foreign creative tasks. [However] we also found that in the cases of individuals innovating in their own or culturally close countries, cultural tightness increases the likelihood of engagement and success. »
(Chua, Roth & Lemoine, forthcoming)

17. There’s much more
to explore…
Thank you for
your attention!