co creatingbrandscampaigns

8/12/2019 Co Creatingbrandscampaigns

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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
mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@anoukw1mailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyck


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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).


Campaigns

@tomderuyck@anoukw1


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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.


Campaigns

@tomderuyck@anoukw1


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Loyalty is less flexible than before. As

a business its crucial to chal lenge thestatus quo more than ever before.


Campaigns

@tomderuyck@anoukw1


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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.


Campaigns

@tomderuyck@anoukw1


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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.


Campaigns

@tomderuyck@anoukw1


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A good storyis one that makes

consumers want to identify with the

brand.


Campaigns

@tomderuyck@anoukw1


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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?


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.


Campaigns@tomderuyck@anoukw1


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Your consumers are probably the best

consultants you can hire.




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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.]




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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.



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.




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BRANDS&CAMPAIGNS

1/Knowyour customer& category

2/Knowyour brand

3/Co-create actionsforbrand &

communications



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




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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?



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:


@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:


@tomderuyck@anoukw1

2/ THE BRAND UNIVERSE


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Webinar:


@tomderuyck@anoukw1

EXPLORE THE BRAND ELEMENTS


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Webinar:


@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:


@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:


@tomderuyck@anoukw1

EVALUATE BRAND ACTIV


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Webinar:


@tomderuyck@anoukw1


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Webinar:


@tomderuyck@anoukw1


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http://www.youtube.com/watch?v=Uqw5zBQGroE

Webinar:


@tomderuyck@anoukw1
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:


@tomderuyck@anoukw1


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Webinar:


@tomderuyck@anoukw1


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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:


@tomderuyck@anoukw1


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Webinar:


@tomderuyck@anoukw1


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linkedin.com/in/tomderuyck

@tomderuyck

[email protected]

www.insites-consulting.com

Tom De RuyckHead of Research Communities

[email protected]

Anouk WillemsSenior ResearchInnovator

[email protected]
mailto:@tomderuyckmailto:[email protected]://www.insites-consulting.com/mailto:[email protected]:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]://www.insites-consulting.com/http://www.insites-consulting.com/http://www.insites-consulting.com/http://www.insites-consulting.com/http://www.insites-consulting.com/http://www.insites-consulting.com/http://www.insites-consulting.com/http://www.insites-consulting.com/http://www.insites-consulting.com/http://www.insites-consulting.com/http://www.insites-consulting.com/http://www.insites-consulting.com/http://www.insites-consulting.com/http://www.insites-consulting.com/http://www.insites-consulting.com/http://www.insites-consulting.com/http://www.insites-consulting.com/mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyckmailto:@tomderuyck


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Thank you! Lets go on to the Q&A


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Check our upcoming Smartees on :http://smartees.insites-consulting.com
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