Co-creating brands & campaigns

Smartees Webinar
This is the full slidedeck of our Co-creating
brands & campaigns Smartees Webinar.
The main focus is on how using research
communities can result in co-created
brand & content strategies. The main
theme is elaborated, followed by some
interesting case studies of Danone and
Marktplaats (eBay).
Head of Research Communities
Senior Research Innovator


Webinar 27.11.2012
How consumer communities help you to understand your target
group & to identify actions to strengthen your brand
Anouk Willems
Tom De Ruyck
1. WHAT BRANDS ARE
2. CO-CREATING BRANDS & CAMPAIGNS
3. GET THE MOST OUT OF COLLABORATION
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
IDENTIFY ACTIONS, TOGETHER
KNOW YOUR BRAND
KNOW YOUR CUSTOMER
A brand is a persons gut feeling about
a product, service or organization. Its
the emotional perception of a brand that
makes people want to built relationships
with the brand (Conversation Manager, 2011).
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
Competition is more aggressive than ever.
Consumers need to make decisions based
on their gut feeling. Branding and the
emotional connection consumers make with
the brand can make th difference.
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
Loyalty is less flexible than before. As
a business its crucial to challenge the
status quo more than ever before.
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
Consumers are passionate about brands and
want to built a relationship. They like to talk
about them, want to talk to brands and do
things with & for the brand.
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
All successful brands have something
in common: a consistent story. A story
that is credible, and the reason why
consumers want to built a relationship
with their brand.
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
A good story is one that makes
consumers want to identify with the
brand.
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
Brand
Perception

Brand
Conversations
How consumers perceive your brand & product category?
How do they identify with the brand?
What are actions to take to strengthen this position?
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
By collaborating with consumers, you can get
to know the target consumers, how they
perceive your brand and co-create actions,
together! Time is important: 1/time to explore
and understand everything about the brand,
category and 2/ time to connect with the
consumer, the trends, the social and cultural
context.
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
Your consumers are probably the best
consultants you can hire.
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
An MROC defined by Forrester
Research (2008):
[Captive interactive groups of people online
joined together by a common interest,
which are systematically harvested for
qualitative market research purposes.]
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
#

Number Objectives
We work with 50-150 people that are interested
& interesting. The duration of the community is
flexible from 3 weeks to months & ongoing,
depending on the objectives.
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
Duration Profile
Before we setup the collaboration, we
define the desired end-goal. Based on
the current situation (AS IS), we
compare it to the desired end goal (TO
BE), and define and try to close the
gaps.
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
BRANDS & CAMPAIGNS
1/ Know your customer & category
2/ Know your brand
3/ Co-create actions for brand &
communications
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1

3 STEPS TO CO-CREATE

COLLABORATION APPROACH:
1/ KNOW YOUR CUSTOMER & CATEGORY
The first phase is all about getting to know the customer and
how they experience your category. What are their passions,
their routines and how they experience your products &
substitutes. This phase is not only the fundament of the
study, but is actually ongoing. You will never stop learning
who your customer really is
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1

AP

CONSUMER
Thinking
What is important for them?
What are hopes, dreams and fears?
Seeing
What does their
environment look like?
Hearing
What & who influences
them?
Pains Gains
they truly want?
How to measure impact?
es them
passion?
What are their
frustrations? What
are key obstacles?
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1

Gain
What do
How to
What giv

CONSUMERS EMPATHY M
EXPLORE YOUR
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
The second phase is about understanding the
brand through the eyes of the consumers.
Key objectives are: How do consumers
experience the brand? How do consumers
evaluate the brand compared to its
competitors? How do they evaluate previous
campaigns & activations?
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
2/ THE BRAND UNIVERSE
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
EXPLORE THE BRAND ELEMENTS
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
3/ CO-CREATE ACTIONS
Based on the knowledge about the
consumer and how they experience
the category and perceive the brand,
we identify actions to bring both
closer together.
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1

3/
3/

ATIONS
5 key questions to evaluate campaigns

1.
2.
3.
4.
5.
Is
Is
Is
Is
the
the
the
the
message
message
message
message
simple?
credible?
relevant?
relevant for me now?
Whats the bigger goal behind the brand?
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
EVALUATE BRAND ACTIV
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
http://www.youtube.com/watch?v=Uqw5zBQGroE
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
3. Getting the most out of your collaboration
Unite different stakeholders. This collaboration
process with short feedback enables for an iterative
loops.
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
3. Getting the most out of your collaboration
Collaborating with consumers creates impact
internally, but can also create impact externally.
Communicating about the collaboration can result
in positive brand effects and product effects.
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1
Webinar:
Co-creating Brands &
Campaigns
@tomderuyck
@anoukw1

linkedin.com/in/tomderuyck
@tomderuyck
tom@insites-consulting.co m
www.insites-consulting.com

Tom De Ruyck
Head of Research Communities
Tom@insites-consulting.com
Anouk Willems
Senior Research Innovator
Anouk@insites-consulting.com
Thank you! Lets go on to the Q&A
Check our upcoming Smartees on :
http://smartees.insites-consulting.com