Co-creation

Insights on co-creation and crowdsourcing

Co-creation


Sonal Jhuj and Deboleena Chatterjee, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Clean & Clear, a leading teen skincare brand globally, launched its fruit facewash to Indian teenage girls with the promise of giving them the energy to get up and start the day.


Yudhishthir Agrawal, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Johnnie Walker, the scotch whisky brand, reversed its decline in India by appealing to younger consumers with a brand extension.


Devika Sharma, Prashant Verma, Mitul Shah and Adhideb Ghosh, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Kissan, a leading ketchup brand in India, convinced people of the quality of its ingredients with a tomato-growing competition for children.


Lindsey Cummings, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Nike made street running easier for Indonesian youth by facilitating their nonconformist spirit in a social media campaign.


Terence Ling, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study shows how AIA, one of Asia's best-known insurers, tackled its problem of high awareness but low consideration by rebranding across Asia with an optimistic but realistic message that people could relate to.


Andreas Krasser, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Anmum, an infant formula milk brand, launched with a new approach to the category in Hong Kong by highlighting tangible short-term benefits of its product.


Andy Wilson , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how SingTel, the telecoms company, tackled its waning brand consideration scores with a grassroots campaign that focused on the passion that ordinary Singaporeans had for traditional street food.


Kamonwan Saenissara and Rachot Arunphan, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how TrueMove H, a telecoms company, promoted its 3G product in Thailand with an emotional campaign that focussed on the role of everyday communication in people's lives.


European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how Unilever launched Axe Apollo as an aspirational male grooming product that targeted males (18-20 years) in Germany, Austria and Switzerland who were seeking dating confidence.

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