co-creating brands & campaigns smartees webinar

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).

Anouk Willems

Senior Research Innovator

Head of Research Communities

Tom De Ruyck

Webinar 27.11.2012

How consumer communities help you to understand your target

group & to identify actions to strengthen your brand

CO-CREATING

BRANDS & CAMPAIGNS

2. CO-CREATING BRANDS & CAMPAIGNS

1. WHAT BRANDS ARE

KNOW YOUR CUSTOMER

KNOW YOUR BRAND

IDENTIFY ACTIONS, TOGETHER

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

3. GET THE MOST OUT OF COLLABORATION

@tomderuyck

@anoukw1


Campaigns

A brand is a person’s gut feeling about

a product, service or organization. It’s

the emotional perception of a brand that

makes people want to built relationships

with the brand (Conversation Manager, 2011).

@tomderuyck

@anoukw1


Campaigns

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 thé difference.

@tomderuyck

@anoukw1


Campaigns

Loyalty is less flexible than before. As

a business it’s crucial to challenge the

status quo more than ever before.

@tomderuyck

@anoukw1


Campaigns

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.

@tomderuyck

@anoukw1


Campaigns

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.

@tomderuyck

@anoukw1


Campaigns

A good ‘story’ is one that makes

consumers want to identify with the

brand.

Brand

Perception

Brand

Conversations

@tomderuyck

@anoukw1


Campaigns

@tomderuyck

@anoukw1


Campaigns

…How consumers perceive your brand & product category?

…How do they identify with the brand?

…What are actions to take to strengthen this position?

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.

@tomderuyck

@anoukw1


Campaigns

@tomderuyck

@anoukw1

Your consumers are probably the best

consultants you can hire.


Campaigns

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.]

@tomderuyck

@anoukw1


Campaigns

# Profile Number Duration 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.

@tomderuyck

@anoukw1


Campaigns

@tomderuyck

@anoukw1

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.


Campaigns

@tomderuyck

@anoukw1

1/ Know your customer & category

COLLABORATION APPROACH:

3 STEPS TO CO-CREATE

2/ Know your brand

3/ Co-create actions for brand &

communications

BRANDS & CAMPAIGNS


Campaigns

@tomderuyck

@anoukw1

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…

1/ KNOW YOUR CUSTOMER & CATEGORY


Campaigns

@tomderuyck

@anoukw1

EXPLORE YOUR

CONSUMER’S EMPATHY MAP

Thinking What is important for them?

What are hopes, dreams and fears?

Hearing What & who influences

them?

Seeing What does their

environment look like?

Pains What are their

frustrations? What

are key obstacles?

Gains What do they truly want?

How to measure impact?

What gives them

passion?

CONSUMER


Campaigns