eyeka analystreport cs report 2016

8/16/2019 EYeka AnalystReport CS Report 2016

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The State of Crowdsourcing in 2016


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¹ See the Methodology section, at the end of this report, for more details.

EXECUTIVE SUMMARY

This “State of Crowdsourcing 2016” trend report, based on an updateddataset and a year’s worth of learnings, will allow anyone interested in

marketing and innovation to assess the use of crowdsourcing. We havestill looked at the list of Best Global Brands, as de ned by Interbrand, as

well as an expanded set of FMCG companies 1.

From brand marketers to agency directors, industry analysts and market re-search professionals, its ndings can help better understand how brands are

using crowd creativity for marketing. The next pages will outline the trends indetail, but for busy or time-conscious leaders, below are some of the most im-

portant ndings:

• Amongst the Best Global Brands, the FMCG sector has grown their crowdsour-cing usage compared to other sectors in 2015

• Usage of crowdsourcing grew by 30% amongst the Best Global Brands that havebeen using crowdsourcing heavily since 2004

• In 2015, top FMCG companies grew their usage of creative crowdsourcing by 27%versus 2014

• These FMCG companies’ ideation efforts almost doubled (+95%), whereas content crea-tion decreased (-12%)

In a second part, we also outline some key examples of crowdsourced ideation projects, as wellas a milestone that marked the last year. One of them was the last edition of Doritos’ Crash The

Super Bowl video contest, which came to an end after its 10th installment, and the subsequentcrowdsourced launch of a permanent ideation platform called Legion Of The Bold. We conclude

the report with an outlook into the future of open source creativity for brands and agencies.

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Last year, we published the rst ever Crowdsourcing Report that provided objective, quanti abledata about the creative crowdsourcing market. The “State of Crowdsourcing 2015” trend report qui-

ckly picked up industry and media interest, having been downloaded massively on eYeka.com andreceiving coverage in publications such as Forbes or Marketing Magazine, its ndings presentedon stages from Paris to Geneva or Singapore. The #CSReport2015 was embraced by experts andanalysts on social media, and a number of articles have been published to enrich the conversationaround crowdsourced creativity.

The success of the rst edition led us to consider the publication of an updated Report. This “Stateof Crowdsourcing 2016” edition is based on the same data as the previous one, but the datasethas been extended 2 to cover additional FMCG companies – the biggest sector when it comes tocreative crowdsourcing usage – and it also includes data from the year 2015, allowing us to have afresh perspective on the state of the industry in 2016.

We have created the #CSReport2016 hashtag to allow everyone to have an interactive discussionto explore the updated trends. Without further ado, here are the latest trends about brands’ usageof creative crowdsourcing.

«This edition is based on an updated and extended dataset to have a freshperspective on the state of the industry»

INTRODUCTION

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² Extending the dataset causes some changes compared to the “State of Crowdsourcing 2015” trend report. For example, in the 2015 edition, crowd-sourcing usage by the 10 biggest FMCG companies increased by 48% between 2013 and 2014. In the 2016 edition, the increase is slightly lower with30%, but this is because it is based on 16 FMCG companies’ data, and the progression for that extended group is more moderate.

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Both sectors seem to have found value in sourcing creativity from the crowd. Brands from theMedia/Entertainment sector seem to have woken up late, but are on a steep upward trend too.Others, however, seem to have decreased their crowdsourcing efforts. The above numbers indicatethat Automotive, Retail, Finance/Insurance or Industry/Energy brands have been lowering theircrowdsourcing usage for a number of years. When it comes to individual brands, rather thanindustry verticals, the updated data con rms the leadership of Coca-Cola in using crowd creativityfor marketing and innovation.

Figure 1: Evolution of crowdsourcing usage by the Best Global Brands, broken down by sector

Figure 2: The Best Global Brands that most use creative crowdsourcing

Crowdsourcing has traditionally been pioneered, embraced and championed by tech brands likeMicrosoft, Google or Samsung. Among the Best Global Brands, these were the ones that most useddistributed creativity since the mid-2000s - even Apple jumped on the bandwagon! But in more re -cent years, brands from the FMCG sector overtook tech brands as the most active crowdsourcingusers, as we reported in last year’s Crowdsourcing Report. Is this still true today?

Based on updated data, adding initiatives throughout the last decade and adding crowdsourcinginitiatives sponsored by the world’s most valuable brands in 2015, we nd t hat FMCG brands havekept growing their usage of crowdsourcing. While tech brands are back to the level of 2013, FMCGbrands like Coca-Cola, Danone or Nestlé have used creative crowdsourcing more than last year,extending the sector’s lead.

The world’s most valuable brands have been crowdsourcing creativity in a major way in 2015,showing important increases between the end of 2014 and 2015 (over 30% on average for thetop 20 brands listed above). Among these top brands, Coca-Cola (+20%) but also Nestlé (+41%),Hewlett-Packard (+42%) and Ford (+36%) have signi cantly increased their crowdsourcing activity,with the most impressive increase coming from Johnson & Johnson (+186%), who almost tripled itscrowdsourcing efforts in just a year. This nding led us to include the eponymous parent companyin our dataset of FMCG companies for 2015.

«Our updated data shows that FMCG brands have grown their crowdsour-cing usage in 2015»

«Brands that already used crowdsourcing in a signi cant way from 2004 to2014 increased their usage by over 30% in 2015 alone»

THE FMCG SECTOR EXTENDS ITS CROWDSOURCING USE

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One of the other main trends highlighted in last year’s Crowdsourcing Report was the rise of crowd -sourcing for ideation. While brands have always crowdsourced more video content than ideas,it appeared that the latter was on a steep upward slope. Our updated data con rms this trend:between 2014 and 2015, the top 16 FMCG companies’ ideation efforts almost doubled (+95%),whereas crowdsourced video content creation efforts decreased (-12%), indicating that consumergoods companies are nding more relevance in crowdsourced ideation.

What exactly does “ideation” mean? What type of ideas do brands and companies source from thecrowd? “Ideation” refers to any conceptualization of various elements of the marketing mix, be itproduct or service (mostly referred to as innovation), communication messages, packaging so-lutions (be it graphic or structural), brand and product naming, consumer engagement initiatives(often referred to as marketing activation), point of sale materials, etc.

Thanks to crowdsourcing, brand teams are able to tap into far greater breadth and depth of consu-mer relevant ideas, because they are allowed to participate (and thus influence) in any challengeno matter what it may be 3. Below are some examples of recent crowdsourced ideation initiatives:

New product/service developmentBelieve it or not, chewing gum is being challenged by social media andother digital activities, making Millennial and Gen Z consumers less at-tracted to this category. Trident, a Mondelez brand, recognized this trendand asked the crowd to bring to life chewing gum in a digital format,through games or any other application that would help restore engage-ment of Millennials with the brand. From well over 100 ideas submitted,the team is now working on a nal set of re ned ideas.

Exploration of communication conceptsCreatives from over 20 countries have suggested ways to visualize andcommunicate product bene ts to help Quaker Stila Cereal, a PepsiCobrand, introduce its key ingredient made out of ber and protein. Afterrunning a contest, planners helped the brand make sense of the col-lective creative intelligence of the crowd, and some of the 50+ ideasdirectly inspired the new design and naming of the cereal box with thenew ingredient.

Ideation for product design creationThe crowdsourcing platform Jovoto has helped Victorinox generateconsumer-designed limited editions of the Swiss Army Knife, one of theworld’s most famous Swiss icons. The 2015 edition of the contest askedamateur and professional designers alike to redesign the 58mm Victori-nox pocket knife, in a way that would be understandable worldwide. Theproject garnered over 1,200 submissions, 15 of which were licensed byVictorinox to move into production.

Creative exploration for retail innovationIn-store displays are simple, standard and pre-packed in order to be ea -sily assembled and lled. In a joint effort, Cadbury and Oreo challengedconsumers to propose new store displays that can be used by varioussnack brands to create a mouth-watering and convenient journey forshoppers. Over 50 creatives from 24 countries submitted designs, fee-ding an ambitious program to reinvent the shopper experience.

Crowdsourcing ideas for activationIn a bid to make Millennials enjoy more of its ice cream products, Unile -ver crowdsourced ideas – from digital to activation or in-store expe-riences – to better connect with Millennials. Over 130 activation ideaswere submitted in less than 10 days, allowing the company to extractthe most interesting ideas and test them in record time, with a brief toconsumer test results of circa 20 days.

«FMCG companies’ ideation e orts almost doubled whereas crowdsourcedvideo content creation e orts decreased»

«Ideation is paramount to create disruptive and innovative products, servicesor campaigns»

BRANDS & COMPANIES INCREASINGLY USECROWDSOURCING FOR IDEATION

Figure 5: Share of ideas vs. content crowdsourced by leading FMCG companies, 2013 - 2015

³ https://www.linkedin.com/pulse/tissue-session-100-ideas-from-25-countries-julie-rozek

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In last year's Crowdsourcing Report, we featured some notable crowdsourcing campaigns to il -lustrate the value that open creativity can bring to brands and agencies. Indeed 2015 saw someimportant milestones, like the end of Doritos' annual Crash The Super Bowl contest, which are pa -ramount to understand the current state and the future of the industry. Here are three key initiativesthat have shaped the past year.

Since the early days of crowd creativity, Doritos' annual Crash The Super Bowl contest was almostalways cited as a pioneering example of branded crowdsourcing. Since late 2006, the triangularchips brand has been asking consumers from the US ( rst) and globally (later) to submit adverti -sements for its product, with the best ones being aired at the Super Bowl's halftime show. But afterits 10th installment, announced in 2015 with the winner being aired at the 2016 Super Bowl, theparticipative campaign came to an end.

«Doritos ends Crash The Super Bowl & starts Legion Of The Bold»

CROWDSOURCING MILESTONES & WHAT THEY MEANFOR THE FUTURE

Figure 6: Created by Jacob Chase of Los Angeles, California, "Doritos Dogs" was the winner of the last Crash TheSuper Bowl edition in 2016 (image via Doritos 4)

⁵ http://www.adweek.com/news/advertising-branding/doritos-ending-its-crash-super-bowl-contest-not-one-last-hurrah-166784⁶ http://fortune.com/2016/01/29/doritos-crash-the-super-bowl-contest/ ⁷ http://yannigroth.com/2015/03/13/how-doritos-is-using-its-new-community-for-marketing-csreport2015/

"We've had a tremendous run with the program," said Jeff Klein, VP of marketingat Frito-Lay 5 , "the Doritos brand sparked a marketing industry in terms of crowdsourcing. 'Crash the Super Bowl' has played a major role in legitimizing consumer content." But after more than 32,000 submissions in 10 editions, the brandneeded to nd a new way to engage its evolving audience. It needed a fresherway to engage its target consumers.

"Brands have to keep evolving with time. If you look at when we started the program, millennial consumers were the target [and] they’ve grown up,” DoritosCMO Ram Krishnan told Fortune6. “Our Doritos target is [now] Gen Z consumersand they’re already content creators,” Krishnan said, "what we want to evolve tois people can create content throughout the year.” Which is why Doritos askedone of its agencies to create a permanent ideation platform called Legion OfThe Bold, on which consumers are invited to ideate around tasks as diverse astweets during the Big Game or the name of its latest Doritos flavor 7 .

"Brands have to keep evolving with time [and] what we want to evolve to is peoplecan create content throughout the year” (Ram Krishnan, Doritos CMO)

Figure 7: Some of the tasks listed on Legion Of The Bold (screenshot of legionofthebold.com)

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⁴ https://www.youtube.com/watch?v=uZfo7wfojeQ

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The most recent challenges of Legion Of The Bold even expanded to other brands like Lay's, whichasked the crowd for ideas for its next 15-second TVC. Since its launch, the platform has hostedover 30 ideation tasks, illustrating how brands are increasingly sourcing ideas from the crowd. Thecompany has shared few insights about its ambitions with the ideation platform, but it may bepossible that it will become a complementary source of ideas to traditional ideation methods andestablished crowdsourcing partnerships.

The end of Crash The Super Bowl and launch of Legion Of The Bold marks a milestone, symbolical-ly ending the era of crowdsourcing as a PR and interest driver, and starting that of crowdsourcingas an always-on consumer involvement and ideation mechanism.

Building on that success, SK-II used eYeka’s community for a number of additional projects forstrategic ideation and packaging design purposes. Since the rst project, SK-II and eYeka haveworked on 13 projects together (video content creation, packaging design, visual design, interac -tive platform design, retail experience…), all meant to get consumer-created input to bring to lifethe #ChangeDestiny platform in engaging ways to make SK-II more at tractive to Millennials. SK-II’sprojects have engaged hundreds of creative individuals who have submitted over 1,000 ideas, allreflecting today’s consumers’ expectations of what a prestige skin care brand should offer.

When SK-II, P&G’s premium skincare brand, wanted to bring to life #ChangeDestiny, its “biggest em -powerment campaign” to date, and to connect with a younger audience, they turned to consumersfrom the eYeka community for help. With 75% of eYeka’s community members being Millennialsthemselves, what better way to discover what makes then attune to the brand across touchpoints?The rst SK-II project was a video contest looking for emotional synergy with younger consumers.Additionally to fresh and diverse ideas, SK-II needed fewer pieces of content that, whilst deliveringa high degree of freshness, would also be closely on-brand. The “Future Me” video for example,created by a young Ukrainian lmmaker from eYeka's community, was not only the most shareable

video of the campaign, but it also became a reference when it comes to user-generated content inthe entire category.

«P&G involved Millennials to make young consumers more attune to itsSK-II brand»

«SK-II’s projects have engaged hundreds of creatives who submitted1,000+ ideas re ecting consumers’ expectations of what a prestige brand

should o er»

Figure 8: The "Future Me" video was used on SK-II's of cial web channels and ushered a broader collaboration witheYeka's community (image via SK-II.com.sg 8)

⁸ http://www.sk-ii.com.sg/en/whats-new/in-the-spotlight/future-skin.aspx

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Already featured in last year's Crowdsourcing Report, and a pioneering crowdsourcing user sinceits 2011 strategic partnership with eYeka, Unilever remains convinced of the collective creative in-telligence of consumers. In June 2015, Unilever announced 9 the launch of Unilever Foundry IDEAS,a new hub to centrally organize all its crowdsourcing briefs and to allow the FMCG leader to in-crease its use as an idea-generation mechanism tenfold by 2020.

Crowdsourcing is seen as an ef cient way to help Unilever to double its business by 2020 whilstreducing its environmental impact. The FMCG giant calls consumers but also designers, studentsor startups to submit innovative ideas in order to get a chance to be rewarded, collaborate with thebusiness and have a globally positive impact.

«Foundry IDEAS will allow Unilever to increase its use of crowdsourcedideation tenfold by 2020»

UNILEVER ANNOUNCES PLANS TO LEVERAGECROWDSOURCED IDEAS TEN-TIMES MORE BY 2020

"We're ve years into our ten year Unilever Sustainable Living Plan to make ouroperations and brands more sustainable," said Sue Garrard, Senior Vice Pre- sident of Sustainable Business Development and Communications at Unilever."We have made huge strides in our factories and with our suppliers. The nextstage is to nd people with new and innovative ideas so that together we canhelp transform the way we live our daily lives. Foundry IDEAS is our new platformto meet those people who can be part of the wider solution."

Figure 9: A screenshot of Unilever’s Foundry platform, on which all crowdosurcing briefs are being centralized (imagevia foundry.unilever.com)

⁹ https://foundry.unilever.com/unilever-foundry-launches-global-crowdsourcing-community-foundry-ideas

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⁹ https://foundry.unilever.com/unilever-foundry-launches-global-crowdsourcing-community-foundry-ideas

http://8%20http//www.sk-ii.com.sg/en/whats-new/in-the-spotlight/future-skin.aspxhttps://foundry.unilever.com/unilever-foundry-launches-global-crowdsourcing-community-foundry-ideashttps://foundry.unilever.com/unilever-foundry-launches-global-crowdsourcing-community-foundry-ideashttp://8%20http//www.sk-ii.com.sg/en/whats-new/in-the-spotlight/future-skin.aspx


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10 http://www.pgconnectdevelop.com/

The world’s most active innovators and advertisers, FMCG companies, remain the heaviest users ofthe open creativity model, driven by pioneers such as P&G – which invented the Connect&Develop 10 program in the early 2000’s already – and Unilever, which is heavily pushing innovation throughcrowdsourced discovery.

While the early years of crowdsourcing have been all about consumer engagement and contentcreation, another usage that we already highlighted in the last year’s Crowdsourcing Reportcrystallizes clearly: crowdsourcing for ideation. This year’s updated Crowdsourcing Report’s

ndings underlines the rise of crowdsourced ideation. Not only has this Crowdsourcing Re -port con rmed the continuous growth of crowdsourcing usage by brands and companies,but it has also provided an impression of what the future of creative ideation looks like.

At the start of the Millennium, conversations about open source and crowdsourcedcreativity were all about opposing the existing and the new models (remember thatWired’s headline in the June 2006 edition was “Crowdsourcing: A Billion AmateursWant Your Job”). But in recent years, we have seen that openness has simply be-come part of the existing ecosystem, it hasn’t replaced any existing industry orprofession. The consumer is becoming a part of the world’s biggest companiesand agencies, which is a profoundly positive way to co-create value together.

What does the future hold? What learnings will a possible Crowdsourcing Re -port in 2017 underline? We invite the readers of this report to provide theirobservations and points of views by joining the conversation at #CSre -port2016.

CONCLUSION

Join the conversation at #CSre port2016

http://www.pgconnectdevelop.com/https://twitter.com/hashtag/csreport2016https://twitter.com/hashtag/csreport2016https://twitter.com/hashtag/csreport2016http://www.pgconnectdevelop.com/


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The methodology, identical to the Crowdsourcing Trend Report 2015, is explained he re:

• De nition and scope of “crowdsourcing”

Crowdsourcing is de ned as the process of posting a problem online, having a vast number of individuals offeringsolutions to the problem, awarding the winning ideas with some form of a bounty, and using this input for innova-tion, marketing or communication. Among the various forms of crowdsourcing that exist, we limit the scope of thistimeline to creative crowdsourcing i.e. distributed creative problem solving, focusing on crowdsourcing were peoples'creative problem-solving skills are solicited. The most common forms of such initiatives are innovation tourna-ments, idea contests, creative competitions or branded web-platforms for idea generation. We have also limited theevents of these timelines to crowdsourcing initiated and leveraged directly by brands for their innovation or marke-ting strategies.

• Data about the Best Global Brands’ usage of crowdsourcing

Data related to brands’ usage of crowdsourcing comes from the timelines listed below (except for 2015), which havebeen created by Yannig Roth, Marketing Manager at eYeka and PhD at University Paris 1 Pantheon Sorbonne. Theoriginal timeline was released in September 2012, before being split into yearly timelines because of the high volumeof crowdsourcing initiatives. You can browse through these timelines on:

• Crowdsourcing by World's Best Global Brands B efore 2011• Crowdsourcing by World's Best Global Brands in 2011• Crowdsourcing by World's Best Global Brands in 2012• Crowdsourcing by World's Best Global Brands in 2013• Crowdsourcing by World's Best Global Brands in 2014• Crowdsourcing by World's Best Global Brands in 2015

These timelines gather all contests launched by the world's most valuable brands, which ar e the 100 brands includedin Interbrand's “Best Global Brands” ranking (our basis is the 2011 edition of the ranking, and the timeline will beupdated with new entrants of the subsequent rankings). Note that the reference criteria of this dataset is the brand,which is de ned by a name, term, design or other feature that distinguishes one product from others. For example,Coca-Cola or Sprite are two distinct brands which belong to the Coca-Cola Company.

• Data about 16 leading FMCG companies’ usage of crowdsourcing

Data related to FMCG companies’ usage of crowdsourcing has been gathered by researchers at eYeka, who looked uppublicly available data regarding contests launched by 16 major FMCG companies (the 2015 Trend Report looked at10 companies) since 2011 on four leading crowdsourcing platforms. The FMC G companies are General Mills, Re ckittBenckiser, PepsiCo, Unilever, Mondelez, The Coca-Cola Company, Nestlé, Procter & Gamble, Kellogg’s, AB Inbev, SABMiller, Diageo, Heineken, Johnson & Johnson, Colgate-Palmolive and Kimberly-Clark; the crowdsourcing platformsare eYeka, Mo lm, Tongal and Zooppa.

• Questions about data and analyses

The trends presented in this report are based on objective and veri able data gathered by the principal author, YannigRoth, with the sole objective of understanding the evolution of crowdsourcing over time. All information containedherein is obtained from sources believed to be accurate and reliable. For more detailed information about the metho-dology, don’t hesitate to look at the Crowdsourcing Trend Report 2015.

Because of the possibility of human and mechanical error as well as other factors, neither eYeka nor Crowd Com-panies™ are responsible for any errors or omissions. All raw data used to compile this report can be requested from– and questions can be asked to – the principal author through https://en.eyeka.com/contact . You can also use the#CSReport2016 hashtag on Twitter to discuss this report ’s ndings.

ABOUT THIS REPORTMethodology

Yannig Roth is Marketing Manager of eYeka, where his role is to makecrowdsourcing easy to understand and to engage with, as well as to keepan attentive eye on the crowdsourcing market. Yannig holds a Master in di-gital marketing at ESSCA and a PhD in marketing at University Paris 1 Pan-theon-Sorbonne (France). As a researcher, his interests include online mar-keting, crowdsourcing and consumer creativity. @YannigRoth

François Petavy is CEO of eYeka, has been focusing on the convergencebetween technology, marketing and content for more than 13 years. Before joining eYeka early 2008, he was a Director at eBay, in charge of developingthe French marketplace on new areas of business. François’ past positionsalso include being a Producer at Ubisoft (a video game publisher), and VPProject Management for AGENCY.COM:Paris (a digital agency). @FPetavy

Mario Braz de Matos is Chief Solutions & Marketing Of cer of eYeka. He hasa solid Marketing, Business Development and General Management career,with 20 years of experience across Unilever, Nokia and his own star t-ups. Hismarketing experience included managing established and challenger brandsacross key markets. Global in mindset, he has bene ted from living in over10 countries and speaking 5 languages. He is a challenger with passion andexperience, who strives to remain intelligently naïve. @MarioBrazdMatos

eYeka is the World's biggest creative playground!

At eYeka, we believe in the collective intelligence and exponential creative power of crowds. Wenurture a global community of more than 330,000 creative individuals around the world who deli-ver fresh ideas and original content by par ticipating in crowdsourcing competitions. By combiningthe creativity of our community with the expertise of an agency, we fuel the world's best brands’innovation roadmaps with relevant product and experience concepts, offer fresh perspectives onpackaging and point-of-sale designs, ideate original campaign ideas and create shareable videocontent. Discover how we boost the marketing ROI of leading brands such as Unilever, P&G, Mon -delez, Coca-Cola, Nestlé, Airbnb or Toyota on eYeka.com .

AUTHORS

ABOUT EYEKA

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