Co-creation

Insights on co-creation and crowdsourcing

Co-creation


Geoffrey Precourt, Event Reports, ARF Re:think, March 2015

This event report details how Heineken put Instagram at the heart of a research program seeking to create an engaging nightspot for upmarket consumers.


Geoffrey Precourt, Event Reports, BAA Link Brand Activation Showcase, April 2015

This event report follows the evolution of Lay’s "Do Us a Flavor” campaign – a marketing initiative that has developed each year it has been run.


Michiel Cox, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how New Zealand television channel SoHo gained subscribers by spreading Game of Thrones fever with a statue of King Joffrey.


Eric Olis, Marcus Martin & Amy Goldstein, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how the US Navy recruited cryptologists via an alternate-reality puzzle-solving game on social media.


Luis Mendoza, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Coca-Cola, the beverage brand, adapted its globally successful 'Share a Coke' campaign for the US market to encourage teens to drink more Coke.


Chris Caley & Alicia Philipp, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Virgin Mobile Australia launched its new brand positioning 'Making Mobile Better' with a social media campaign based around food.


Laura Ryan and Alex McIntosh, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how AH Beard, an Australian mattress manufacturer, overcame being in a low-interest category by creating a Six-Week Sleep Challenge in a social media campaign.


Maria Gioffre, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Chobani, the yoghurt brand, built its premium positioning and encouraged people to eat more yoghurt with a social media campaign in Australia.


Ally Kingston, Gerard Crichlow & Brent Gosling, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Walkers Crisps, the British snack brand, ran a new iteration of a previously successful flavour-invention campaign, this time with social media taking it to a new level.

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