Insights on co-creation and crowdsourcing


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how GoPro, the camera brand, has built a "virtuous cycle" of content creation by working with athletes and other creators.

ARF Ogilvy Awards, Silver, Government & nonprofit, 2015

This case study explains how the Canadian Cancer Society overcame a decline in donations by asking people to face their fears to change the conversation about cancer in Canada.

ARF Ogilvy Awards, Gold, Alcohol & beverages, 2015

This case study explains how Keurig, the coffee maker brand, used a stunt to associate itself with gift-giving and get people talking about its brand in the US.

Lena Roland, Event Reports, Kids and Youth Research, Market Research Society, January 2015

This event report looks at two techniques – co-creation and humour – that marketers can use to reach different age groups within the children's market.

Stephen Whiteside, Event Reports, NRF Big Show, January 2015

This event report shows how Julep, a challenger in the beauty category, has effectively used the principle of crowdsourcing to create new products and build its brand.

Vicki Loomes, Admap, March 2015

New technologies have created a new mindset for consumers, making them more open to engaging with peers through reviews and ratings systems.

Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study describes a campaign by Canadian Blood Services, an organisation matching people in need of bone marrow or stem cells with donors, which targeted 17-35 year old males to encourage them to sign up to donate.

Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study reveals how Volkswagen exceeded pre-sales objectives by generating visibility for the launch of its 7th-generation Golf and Golf GTI into the Canadian market.

Case Study

Watch_Dogs Live
Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2015

This case study explains how Ubisoft, the video game developer, engaged gamers and sustained their interest for its new game, Watch_Dogs, in Canada.




Trends in crowdsourcing and collaboration


Managing the co-creation process

Getting the best from consumer collaboration


Collaborative Marketing

How marketers can work with consumers


Walkers: Do Us A Flavour

Crowdsourcing a new flavour for a snack brand


The Voice of the Consumer

Why UGC forces smart marketers to listen


Brands & Incubators

Why brands are seeking new innovation partnerships