Co-creation

Insights on co-creation and crowdsourcing

Co-creation


Sonia Dickinson-Delaporte and Gayle Kerr, Journal of Advertising Research, Vol. 54, No. 4, 2014
Social media enable advertising agencies to engage directly with the public by participating in - and observing - real conversations. The current study recruited a Delphi panel to explore how some of the world's leading advertising professionals view the use of social media to test, track, and evaluate advertising campaigns and how they identify related risks and ethical considerations.

Ilona Janashvili and Alex Carroll, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how SPC, an Australian processed fruit brand, used a real-time social media strategy to revive its brand and increase sales.


Angela Morris, Account Planning Group - (Australia), Gold, Creative Strategy Awards 2014

This case study explains how RAC Western Australia, the motoring mutual, improved road safety by focusing on a key, but under-recognised cause of accidents: driver inattention.


Danish Chan, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This case study explains how the Victorian Responsible Gaming Foundation, a government organisation, aimed to reach out to "problem gamers" in Australia, and encourage them to seek help for their unhealthy gambling habits.


Case Study

#SEEKCV
Matt Sim, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how SEEK Employment, an online recruitment agency in Australia, used a digital campaign to increase awareness and showcase its capabilities.


Ilona Janashvili and Alex Carroll, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how 7-Eleven, the retailer, tackled tough competition against its Slurpee drinks in Australia by adding a new cup lid.


Isabela Albero, Warc Prize for Innovation, Entrant, 2014

This case study describes how Brazilian beer company Antarctica beer created The Samba Table, spreading the culture of samba amongst a new generation of beer drinkers.


Amit Sharma, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study explains how Indian life insurance company HDFC Life created a campaign to promote life insurance policies for children as a birthday gift.


Tahaab Rais, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how smartphone brand Sony Xperia created a James-Bond style phone-based experiential game to drive interest and sales in its new phone model in Dubai.

WARC RECOMMENDS


WARC BRIEFING

Co-creation

Trends in crowdsourcing and collaboration


BEST PRACTICE

Managing the co-creation process

Getting the best from consumer collaboration


ADMAP

Collaborative Marketing

How marketers can work with consumers


CASE STUDY

Walkers: Do Us A Flavour

Crowdsourcing a new flavour for a snack brand


RESEARCH PAPER

The Voice of the Consumer

Why UGC forces smart marketers to listen


TRENDS

Brands & Incubators

Why brands are seeking new innovation partnerships