Co-creation

Insights on co-creation and crowdsourcing

Co-creation


Volker Bilgram, Dorothée Stadler and Gabriele Stahl, ESOMAR, Qualitative, November 2014

This paper explains how online market research communities can be used by companies for product development into the often under-delivered post-processing phase.


Josh Grace and Shailesh Iyer , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how IKEA, the furniture retailer, promoted the durability of its kitchens by challenging Malaysians and Singaporeans to a cooking marathon.


Shubhrojyoti Roy, Kamakshi Thareja and Pinaki Bhattacharya, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Nokia overcame its late entry into the Indian touchscreen mobile market by positioning the Asha 305 as a 'wingman' to help young people navigate life.


Ronnie Thomas and John Gamvros , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Closeup, the Unilever-owned toothpaste brand, used gamification and occasion marketing to reach young people in India and Indonesia.


Someshwar Mehra , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Maggi Noodles, the noodle brand, defended its market position in India through a campaign with an iconic Bollywood star and a big user participation element.


Karen Lo and Joey Sin , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Nestle Pak Fook, an established packaged bean curd (tofu) brand, boosted sales in Hong Kong via an online video love story.


Rahul Chawra , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Qatar Airways used a contest on social media to generate online buzz in Singapore.


Deric Wong and Anthony Lau, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Wyeth Materna, a pregnancy nutritional supplement brand, used a social film to bring couples planning families closer together in Hong Kong.


Yun Ge, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Oreo, the biscuit brand, used social messaging apps in China to increase 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