manuela danila co-creation of social solutions brands & people

8/12/2019 Manuela Danila Co-creation of Social Solutions Brands & People

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April, 2013

Co-creation of Social SolutionsBrands & People


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Brands

Walk and talk approach

People


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360researchinitiative

INTERVIEWS WITH SPECIALISTS

4 in-depth interviews

with specialistsin this field

Psychologist, sociologist,

journalist, NGO

coordinator

DISCUSSIONS WITH CONSUMERS

ONLINE FORUM

Online forum discussion

20 participantsmales & females, 20-30y.o.

Visual and symbolic feedback

on 3 topics: Values,

Community, Community

involvement

QUANTITATIVE SURVEY

440 interviews

males & females

16-45 y.o.

urban >50k

CAPI, FW in October2012

11 minifocus-group

discussions

males & females

16-45 y.o.Bucharest, Iasi & Cluj


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Things that

bother themThings they are

willing to doACTIONSISSUES

Base: All respondents(N=440 respondents)

Public

behaviourHome &

family

Local

pride

53 evaluated items,coming from these areas:

Knowledge &

developmentPeople

in need

Saving

resourceBalanced

lifestyle


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Public

behaviourHome &

family

Local

pride

Knowledge &

developmentPeople

in need

Saving

resourceBalanced

lifestyle

Highest issues &

actions areas


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Who is responsible forsolving community issues?

OBSERVERS and less PIONEERS

Base: All respondents

(N=440 respondents)

82%

State/ local

institutions

31%

The everyman

(myself)

27%

Brands


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Public

behaviourHome &

family

Local

pride

Knowledge &

developmentPeople

in need

Saving

resourceBalanced

lifestyle

Do they know any brands

involved in such actions?

78% 73% 76% 80% 68%71% 60%


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This is an opportunity for brands

Sustainable means successfultoday and tomorrow

Brands could add sustainability

credentialsin their positioning

Co-exist with peoples cultural anxieties,

co-create solutions of future living

Become icons and move beyond

conventional brand marketing strategies


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How do Romanians define

the community?

ancestral need, people still

search to group, based on

similarities

human connection, sharing

of feelings & experiences,

offering and receiving

apparently perceived to be altruistic,

in the end, it is all about finding

motivations for all parts involved

Romanians appear to be

rather observersof social

involvement and less pioneers


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Community equation ?

0leader, rather coordinator+

0material interests, rather emotional interest

+1goal+

2way winning

satisfactions


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Bridging the Gap

Brands PeopleCo-creation

of a social

solution

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2012

Johnnie Walker supports Greece on

crisis distress Showing engagement of JW to Greece,

high consumers of Diageo brands.

TechnologyProject:

pedestrian

footsteps

generates energy

Art Project:

wishes of people of

Athens in a giant

mosaic

Business by HubCulture:

meeting place to

receive support to

sustain a business

idea

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IMPLEMENTED IN JUNE 2012 IN ATHENS, GREECE

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Find the best sustainability credentials foryour brand and make the change together

with your consumers!

Contact 360insights :

Manuela [email protected]

Mob.: +40 756 088 070www.360insights.eu

manuela danila co-creation of social solutions brands & people

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