Co-creation

Insights on co-creation and crowdsourcing

Co-creation


Stephen Whiteside, Event Reports, Argyle CMO Leadership Forum, June 2014

This event report reveals how Santander Bank, the Spanish financial services group, has leveraged the views of an online community of consumers and staff to help build its brand in America.


Geoffrey Precourt, Event Reports, ANA Digital & Social Media, July 2014

This event report explains how MINI, the auto marque owned by BMW, connected with its brand enthusiasts and maximised a budget smaller than many of its competitors' when launching the 2014 Cooper Hardtop.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Deutsche Telekom, the German telecommunications company, made a co-created movie with people across Europe to improve brand metrics and increase market share in Germany.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This campaign, for snack brand Doritos in the UK, attracted a broader audience by tapping into its shared love of cheesy cover bands.


Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014

This case study describes how Expedia, a travel bookings website, repositioned its brand to focus on experience rather than price in the UK and France to meet two different challenges.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Konami, the video game producer, launched the latest iteration of its Pro Evolution Soccer game (PES 2013) in Spain with a competition that promised the winning fan an actual part within the game.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study explains how MILO, a chocolate milk drink brand, created a new sport in order to reposition itself in Malaysia and appeal to teenagers.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Twix, a chocolate brand owned by Mars, relaunched in the US with a new brand story.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study demonstrates how Volkswagen, the car manufacturer, regained relevance in China to grow purchase intent and sales.

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