Co-creation

Insights on co-creation and crowdsourcing

Co-creation


Joseph Clift, Event Reports, Cannes Lions, June 2015

This event report highlights the importance of innovating around a classic design.


David Tiltman, Event Reports, Cannes Lions, June 2015

This event report explains how Tic Tacs, the confectionery brand owned by Ferrero, developed a new 'Minions' themed product following social media demand.


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how Netherlands based funeral insurance cooperative DELA set out to change the way people viewed its service.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Kellogg's branded snack Pringles exploited one of the top US sporting events to drive sales in Walmart and increase brand affinity.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Fiat in Brazil, in spite of having no connections with football, registered a significant presence during the World Cup 2013.


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how Sony launched its PlayStation 4 in the USA having lost traction and market share with its PS3.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Swedish Institute and VisitSweden changed the way that tourism was promoted.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Haven Night Shelter on Napier in South Africa attracted positive media attention to drive regular donations of clothing for the homeless to its pop-up Street Store.


Kumkum Bharti, Rajat Agrawal, and Vinay Sharma, International Journal of Market Research, Vol. 57, No. 4, 2015
Recently, the concept of value co-creation has gained popularity as it embraces customer and operant resources into the entire value-creation process, thereby overcoming the gaps of conventional marketing. In the last decade, literature of value co-creation gave multiple definitions to clarify the concept.

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