Co-creation

Insights on co-creation and crowdsourcing

Co-creation


Anna Bleers, Matt Sundstrom, Kate Houghton, Elizabeth Brown and Larry Gies, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study shows how Lays, a snack brand owned by PepsiCo, adapted a global campaign for the US market to boost customer engagement and grab the attention of millennial consumers.


Andrew Cone, Anthony Wong, Tim Broadbent and Farris Baharom, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Milo, a malt drink owned by Nestlé, engaged with Malaysian teenagers to extend its product life beyond just children's consumption.


Tom Patterson, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Petplan, the pet insurance company, relaunched its brand and moved the focus to online in order to increase its share of a difficult UK market.


Christian Budtz and Kim Bagdonas Jørgensen, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how McDonald's Denmark, the quick service restaurant, used a virtual currency to grow favorability among teenagers and increased market share.


Cat Wiles, Craig Mawdsley, Rebecca Harper, Imogen Peck, Anna Hancock, Mark Given, Charlotte Wells and David Wilding, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study explains how Sainsbury's, the UK supermarket, delivered its best ever Christmas results in 2013 with a content marketing strategy.


Kit Altin and Alistair Macrow, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes how fast-food chain McDonald's overcame controversy surrounding its sponsorship of the 2012 London Olympic Games by focussing on collective experience.


David Edwards and Ollie Gilmore, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study explains how Mercedes, the car manufacturer, changed its image as staid and conservative to become the fastest-growing car brand in the UK prestige sector.


Helen StQuintin and Neil Godber, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Blue Dragon, an oriental food brand, moved from an 'authentic' brand positioning to 'convenience' to increase frequency amongst light users in the UK.


Tom White, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes a campaign by Lays, the snack brand owned by PepsiCo, which was tested in the UK before rolling out across local markets, inviting people to participate by submitting new flavour ideas.

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