Co-creation

Insights on co-creation and crowdsourcing

Co-creation


European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how Unilever launched Axe Apollo as an aspirational male grooming product that targeted males (18-20 years) in Germany, Austria and Switzerland who were seeking dating confidence.


Case Study

Evian baby & me
European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how Evian, the bottled water brand, communicated the brands' connection to the benefits of being young to influential professionals in Belgium, France, Switzerland and the UK.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Audi, a car manufacturer, promoted Quattro, a four wheel drive system that can be installed in most models, to increase installation and sales in Germany, Italy and Russia.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Philips, an electronic shavers brand, used a combination of video stories to launch a new product and increase relevance amongst men aged 15-25 years in France, the Netherlands and Germany.


European Association of Communications Agencies, Bronze, Euro Effies, 2014

This case study describes how Universal Music, a record company, promoted artist Avicii with a participatory campaign which invited 'bedroom producers' to collaborate with Avicii on a new single.


Vivek Banerji, Takashi Takenoshita and Melissa Dagless, ESOMAR, Congress, Nice, September 2014

This paper illustrates how customer insights helped Shionogi, a Japanese pharma company, launch a new drug in the women's health category in Europe.


Marlene Cohen, Nick Graham, Jayne Hickey, Elaine Ho, Tom Lilley and Jacky Parsons, ESOMAR, Congress, Nice, September 2014

This paper argues that people with more interesting and unusual experiences, attitudes and backgrounds – 'extreme consumers' – can unlock insights that transform the work of marketing and innovation teams.


Stephen Whiteside, Event Reports, Northside Festival, June 2014

This event report explains how Shutterstock, a stock image and video platform with more than 60,000 contributors, is feeding marketers' burgeoning demand for content.


Eric Singler, Françoise Waintrop, Richard Bordenave and Etienne Bressoud, ESOMAR, Best Case History, Congress, Nice, September 2014

This paper demonstrates how the French government used "nudging" to promote the use of digital tax administration and proposes guidelines on the best use of nudge design for optimal ROI.

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