Co-creation

Insights on co-creation and crowdsourcing

Co-creation


Gordon Euchler and Daniela Hofmann, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Deutsche Telekom, the telecommunications network, showcased its mobile internet offering in order to grow market share in Germany.


William Poskett and Enni-Kukka Tuomala, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Mattessons, the processed-meat products manufacturer, connected with UK teenagers using co-creation and social media, successfully changing its marketing model.


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.


Trevor Hardy, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study shows how Gillette, the shaving brand, adapted to changing consumer preferences for facial hair that had left its clean-shaven brand persona behind, by partnering with a UK charity to advertise its ProGlide Styler product.


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.


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.


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.


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.


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.

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