eyeka: leveraging online co-creation to reinvent innovation and marketing (2013)
TRANSCRIPT
“Do it with them, not for them”
Leveraging Online Co-Creation to Reinvent
Innovation and Marketing
François Pétavy, CEO, eYeka
“Innovation is the central issue in economic prosperity” Michael Porter
“If I had asked people what they wanted, they would have said: ‘faster horses’” Henry Ford
Collaboration
between
Consumers
& Brands
is the future of
marketing &
innovation
«Crowdsourcing is the act of taking a task traditionally
performed by an employee or contractor, and
outsourcing it to an undefined, generally large group of
people or community in the form of an open call»
Jeff Howe
Crowdsourcing
“The act of involving consumers directly, and in some cases
repeatedly, in the product creation or innovation process“
Doug Williams
Forrester Research
Co-creation
P&G’s Connect & Develop
• P&G set up “Connect +
Develop” in 2000 with the
goal of reinventing its
innovation model by opening
it to the outside world
• Connect + Develop
leverages several networks
(scientists, technology
experts, suppliers…)
• Today, more than 50% of all
innovations at P&G involve
outside-driven innovation
(against 15% in 2000)
Nike ID
Local Motors
1. Experience
2. Products and services: Lego Digital Design
3. Business models: marketplaces
4. Markets: professional prototyping
5. Strategy: co-creating future product lines
LEGO
LEGO
Starbucks
How do you ignite consumers’ imagination?
90% spectators
9% enthusiasts
creators 1%
validate
refine
unlock
the 1/9/90 rule - Forrester Research
Not all consumers play the same game
250,000
154 countries
creators
The largest community of creators
Welcome to the world’s biggest creative playground...
What drives our creators
Source: Parvanta, C., Roth, Y., & Keller, H. (2013). Crowdsourcing 101: A Few Basics to Make You the Leader of the Pack. Health Promotion Practice, 14(2), 163–167.
The 4 Fs
Good ideas have no borders
Gems
Some ideas are fully articulated. They
provide innovation & quality creative
execution.
Insights
Most ideas are raw. Collective
analysis tells the story. They provide
insights & validation.
Collective intelligence & gems
BRANDING,
POSITIONING &
PACKAGING
BRANDING
POSITIONING
2
PACKAGING
3
CREATIVE
CONCEPTS
4
NEW PRODUCT
DEVELOPMENT
1
Co-creating across the marketing cycle
ideas
Nescafé
New Product Development
How could we reinvent
instant coffee, prepared
at home to keep the
category relevant and
attractive?
40 countries
3 weeks
138 entries
ideas
Nescafé
New Product Development
40 countries
3 weeks
138 entries
ideas
Nescafé
New Product Development
ideas
SFR
New Product Development
How can we create a fun
learning experience?
2x3 weeks
100 entries
ideas
SFR
New Product Development
ideas
2x3 weeks
100+ entries
ideas
“eYeka generated the same
level of ideas in 3 weeks as
a top innovation agency in
3 months and a top design
school in 6 months.”
Stéphanie Hajjar, Head of Eco-
system Innovation »
SFR
New Product Development
2x3 weeks
100+ entries
ideas
How to explore potential
positioning and
communication platforms
for Mini-Oreo with a new
approach that gives
consumers a greater
voice?
Kraft Mini Oreo
Positioning
42 countries
3 weeks
515 entries
ideas
Kraft Mini Oreo
Positioning
ideas
42 countries
3 weeks
515 entries
ideas
"Both in terms of number of
proposals and quality of execution,
the community gave us a lot of
insights in terms of how to position
our Mini-Oreo.”
– Brand Director, Mondelez
42 countries
3 weeks
515 entries
Kraft Mini Oreo
Positioning
Volvic Packaging
ideas
How to refresh the 50cl
Volvic bottle design as an
iconic bottle, which
conveys status and desire
while getting more
presence on the shelves?
27countries
3 weeks
109 entries
ideas
Volvic Packaging
ideas
27countries
3 weeks
109 entries
Volvic Packaging
ideas
27countries
3 weeks
109 entries
“We have used
crowdsourcing because we
were stuck. It gave us
freshness, originality and
different angles.”
Christine Jean, MRCI Director
Danone Water
Volvic Packaging
Coca-Cola
Creative Concepts
How do we communicate
“energizing
refreshment” in an ever-
original fashion to
provide local markets
with new and impactful
campaign materials? content
82 countries
3 months
2,535 entries
Coca-Cola
Creative Concepts
content
82 countries
3 months
2,535 entries
content
82 countries
3 months
2,535 entries
Coca-Cola
Creative Concepts
content
• 6 million online mentions
• Top 10% of all-time best ads in sample
markets on Millward Brown Link™ score test
• 100% adoption of creative materials against
47% on average
• Cost saving efficiencies of 92%
“Sales revenues from user-generated products are three
times higher – and gross margins four times greater –
than those of designer-generated products”
“The eYeka community generated the same level of ideas in 3
weeks as a top innovation agency in 3 months and a top
design school in 6 months.”
The ROI of co-creation
“Some of the crowdsourced marketing ideas scored in the
Top 10% of all-time best ads on Millward Brown Link™ score
test. Cost saving efficiencies of 92%.”
CHOICE “A wealth of creative, consumer-
rooted ideas”
ACCELERATION
+
“Innovate in weeks vs. months”
RELEVANCE
+
“Get it right from the start”
The ROI of co-creation
Why co-creation changes the world
Brands Consumers
Participate
Be acknowledged
Better products &
experiences
Listening
Authenticity
Relevance
Sustainability
Creating a better future through co-creation
Creating a better future through co-creation
Want to learn more?
Follow us: @eYeka
Download our White Paper:
http://www.eyeka.net