the state of crowdsourcing: are the biggest brands really opening up to consumer creativity
TRANSCRIPT
The State of Crowdsourcing in 2015
Are the World’s biggest brandsopening up to consumer creativity?
A trend report by
2006
2015
• Crowdsourcing activity of the 100 Best
Global Brands since 2004
Our Data Set
Crowdsourcing activity of the 100 Best
Global Brands since 2004
85% of the 2014 Best Global Brands have used
crowdsourcing this decade.
Cumulative crowdsourcing adoption by the Best Global Brands since 2004
Crowdsourcing
is the new normal
FMCG and Technology brands dominatethe crowdsourcing space
In 2014, FMCG brands have
overtaken technology brands
in terms of crowdsourcing
usage.
10 major FMCG companies on four leading
crowdsourcing platforms in 2013 and 2014
Evolution of crowdsourcing usage by FMCGcompanies for the years 2013 and 2014
The 15 Best Global Brands that most use crowdsourcing since 2004, shown by sector
How has crowdsourcing adoption evolved?
Type of content crowdsourced in the last
decade by the Best Global Brands
Type of content crowdsourced in the last
decade by the Best Global Brands
Type Usage by brands Example
Video
crowdsourcing
Authentic, consumer-based
brand storytelling
Since 2006, Doritos has involved consumers in creating
advertisements that would air during the Super Bowl.
Type of content crowdsourced in the last
decade by the Best Global Brands
Type Usage by brands Example
Idea
crowdsourcing
New product, service or
campaign ideation
In 2014, Oral B launched the world’s first connected toothbrush,
inspired by ideas submitted to an eYeka contest.
Type of content crowdsourced in the last
decade by the Best Global Brands
Type Usage by brands Example
Design
crowdsourcing
Packaging and retail
concept creation
In 2014, the Serbian brand Doncafé launched a redesigned
packaging, created by a contest winner from California.
Type of content crowdsourced in the last
decade by the Best Global Brands
Type of content crowdsourced in the last
decade by the Best Global Brands
Type Usage by brands Example
Casting or
Personal Stories
Featuring consumers in
campaigns
In 2006, Mc Donald’s “Global Casting Call” crowdsourced consumer
stories and featured the best ones on its food packaging.
Type of content crowdsourced in the last
decade by the Best Global Brands
Type Usage by brands Example
Application
crowdsourcing
Find mobile, TV or augmented
reality app ideas
In 2014, Ford launched a series of contests to create applications
that improve mobility in some of the world’s most challenging cities.
Type of content crowdsourced in the last
decade by the Best Global Brands
Type Usage by brands Example
Music
crowdsourcing
Allowing consumers to
invent jingles to remix ringtones
In 2011, Nokia asked the Audiodraft community to give its
iconic "Grand Valse" ringtone, which appeared in 1992, a
crowdsourced lift.
Type of content crowdsourced in the last
decade by the Best Global Brands
Type Usage by brands Example
“Others”
Variety photography, illustration,
entrepreneurship or
other contests
In 2013, the Thomson Reuters Foundation and Nokia invited
photographers to submit images capturing the many aspects of
women’s empowerment around the world.
Share of ideas vs. content crowdsourcing,by leading FMCG companies, in 2013 and 2014
Increase in share of ideas vs. content crowdsourcing,by leading FMCG companies, in 2013 and 2014
Production
Ideation
2013
2014
+145%
Types of websites on which the Best Global Brands have crowdsourced since 2004
The Best Global Brands are 3 times
more likely to use crowdsourcing
platforms than websites and social
media
Top 15 platforms that organized crowdsourcingfor the Best Global Brands since 2004
What ROI?
Invent a new edutainment
concept for children
3 weeks v. 3 to 6 months. 700% acceleration
Invent new creative concepts
for our brand promise
Top 10% of all-time best ads
100% adoption of creative materials (v. 47%).
Cost saving of 92%.
Help us engage with young
men online through video
content
View Through Rate: 21% (Avg 17.5%)
Samples application: 3.5%
Cost to Conversion 54% lower
What could a connected
toothbrush do?
Successful product launch in market in less than
18 months
