co creatingbrandscampaigns
TRANSCRIPT
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Co-creating brands & campaigns
Smartees Webinar
This is the full slidedeck of our Co-creatingbrands & campaignsSmartees 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).
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Head of Research Communities
Senior Research Innovator
CO CREATINGBRANDS CAMPAIGNSWebinar 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
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1.WHAT BRANDS ARE
2.CO-CREATING BRANDS& CAMPAIGNS
3.GETTHEMOSTOUTOFCOLLABORATION
Webinar:Co-creating Brands &
Campaigns
@tomderuyck@anoukw1
IDENTIFY ACTIONS, TOGETHER
KNOW YOUR BRAND
KNOW YOUR CUSTOMER
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A brand is a persons gut feel ing about
a product, service or organization. Its
the emotional perception of a brand thatmakes people want to buil t relationships
with the brand (Conversation Manager, 2011).
Webinar:Co-creating Brands &
Campaigns
@tomderuyck@anoukw1
mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyck -
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Competition is more aggressive than ever.
Consumers need to make decisions based
on their gut feel ing. Branding and theemotional connection consumers make with
the brand can make th difference.
Webinar:Co-creating Brands &
Campaigns
@tomderuyck@anoukw1
mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyck -
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Loyalty is less flexible than before. As
a business its crucial to chal lenge thestatus quo more than ever before.
Webinar:Co-creating Brands &
Campaigns
@tomderuyck@anoukw1
mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyck -
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Consumers are passionate about brands and
want to built a relationship. They like to talkabout them, want to talk to brands and do
things with & for the brand.
Webinar:Co-creating Brands &
Campaigns
@tomderuyck@anoukw1
mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyck -
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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
mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyck -
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A good storyis one that makes
consumers want to identify with the
brand.
Webinar:Co-creating Brands &
Campaigns
@tomderuyck@anoukw1
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Webinar:Co-creating Brands &
Campaigns
@tomderuyck@anoukw1
Brand
Perception
Brand
Conversations
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How consumers perceive your brand & product category?
Howdo they identify with the brand?What are act ions to take to strengthen th is pos i t ion?
Webinar:Co-creating Brands &
Campaigns
@tomderuyck@anoukw1
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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
mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyck -
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Your consumers are probably the best
consultants you can hire.
Webinar:Co-creating Brands &
Campaigns@tomderuyck@anoukw1
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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
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#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
DurationProfile
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Before we setup the collaboration, we
define the desired end-goal. Based on
the current situation (AS IS), wecompare it to the desired end goal (TO
BE), and define and try to close the
gaps.
Webinar:Co-creating Brands &
Campaigns@tomderuyck@anoukw1
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BRANDS&CAMPAIGNS
1/Knowyour customer& category
2/Knowyour brand
3/Co-create actionsforbrand &
communications
Webinar:Co-creating Brands &
Campaigns@tomderuyck@anoukw1
3 STEPS TO CO-CREATE
COLLABORATION APPROACH:
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1/KNOW YOUR CUSTOMER & CATEGORYThe 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 thestudy, but is actually ongoing.You will never stop learning
who your customer really is
Webinar:Co-creating Brands &
Campaigns@tomderuyck@anoukw1
mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyck -
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AP
CONSUMER
ThinkingWhat is important for them?
What are hopes, dreams and fears?
SeeingWhat does their
environment look like?HearingWhat & who influencesthem?
Pains Gainsthey truly want?How to measure impact?
es them
passion?
What are their
frustrations? What
are key obstacles?
Webinar:Co-creating Brands &
Campaigns@tomderuyck@anoukw1
GainWhat doHow to
What giv
CONSUMERSEMPATHY M
EXPLORE YOUR
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Webinar:
Co-creating Brands &Campaigns
@tomderuyck@anoukw1
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Webinar:
Co-creating Brands &Campaigns
@tomderuyck@anoukw1
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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 c onsum ersevaluate the brand com pared to i ts
competitors? How do th ey evaluate previous
campaigns & activations?
Webinar:
Co-creating Brands &Campaigns
@tomderuyck@anoukw1
2/ THE BRAND UNIVERSE
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Webinar:
Co-creating Brands &Campaigns
@tomderuyck@anoukw1
EXPLORE THE BRAND ELEMENTS
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Webinar:
Co-creating Brands &Campaigns
@tomderuyck@anoukw1
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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/
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ATIONS
5 key questions to evaluate campaigns1.2.
3.
4.
5.
IsIs
Is
Is
thethe
the
the
messagemessage
message
message
simple?credible?
relevant?
relevant for me now?
Whats the biggergoalbehindthebrand?
Webinar:
Co-creating Brands &Campaigns
@tomderuyck@anoukw1
EVALUATE BRAND ACTIV
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Webinar:
Co-creating Brands &Campaigns
@tomderuyck@anoukw1
mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyck -
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Webinar:
Co-creating Brands &Campaigns
@tomderuyck@anoukw1
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http://www.youtube.com/watch?v=Uqw5zBQGroE
Webinar:
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http://www.youtube.com/watchmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watchhttp://www.youtube.com/watch -
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3.Getting the most out of your collaboration
Unite different stakeholders. This collaboration
process with shor t feedbackenables for an iterative
loops.
Webinar:
Co-creating Brands &Campaigns
@tomderuyck@anoukw1
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Webinar:
Co-creating Brands &Campaigns
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3.Getting the most out of your collaboration
Collaborating with consumers creates impact
internally, but can also create impact externall y.
Communicating about the collaboration can result
in positive brand eff ects and product eff ects.
Webinar:
Co-creating Brands &Campaigns
@tomderuyck@anoukw1
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Webinar:
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linkedin.com/in/tomderuyck
@tomderuyck
www.insites-consulting.com
Tom De RuyckHead of Research Communities
Anouk WillemsSenior ResearchInnovator
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8/12/2019 Co Creatingbrandscampaigns
36/37
Thank you! Lets go on to the Q&A
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8/12/2019 Co Creatingbrandscampaigns
37/37
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