1. Social Crowdsourcing

2. 2

3. Great Brands Tell Stories
Mensen nemen informatie veel efficienter op via
verhalen.
Volgens psychologen is het 20x meer waarschijnlijk
dat feiten worden onthouden wanneer ze onderdeel
zijn van een verhaal.

4. The Rise of Visual Storytelling

5. Online Video is Powerful, but
Challenging!

6. What do you think about
crowdsourcing?
“Crowdsourcing is the act of taking a job
traditionally performed by a designated agent and
outsourcing it to an undefined, generally large
group of people in the form of an open call.”
-Jeff Howe, Wired
Crowdsourcing Can Help

7. World leader for user-generated video and graphic
advertising, powered by social media engagement
What is Zooppa?
Examples of Zooppa user-generated print ads
Mini, Jones Soda, HTC, Best Western
• Crowdsourcing the art of brand messaging
• Engages customers and target audiences
• Connects with our fast-growing community
of 200,000 members
• 200+ successful campaigns
Headquarters in Seattle, WA
Offices in Europe and S. America


8. Zooppa clients: 150+ brands including

9. Often via agencies

10. Why user-generated content?
We are moving from a downloading culture to an uploading culture
• More participatory
• More social and communal
• More transparent
• More playful
• Always on

11. The social power of crowds
• Insights and diversity of ideas
• Each creator has a built-in fan base
• Branded WOM
• Peer to peer conversation is 3x more credible than company ads
Source: point 4 Edelman; point 5 Yankelovich

12. How Zooppa works…
Brand provides creative brief
Community creates content
Best work earn awards
Brand gets copyright for all work
4
R
B

13. Consumer-Powered Content
Leveraging Passion
Compelling Themes
Social Media Multiplier
Quality Content
Distribution & Viral Seeding
Awareness and Engagement

14. The Zooppa Creative Community
• 200,000 members … growing 700/week
• Range of rewards
• Profiles and portfolios for members
Aspiring Students Weekend Warriors Professional Creatives
Member Profiles Community Growth 150+ Creative Network
Partners
1/08 1/09 1/10 1/11 1/12 1/13
"Zooppa just gets it.
Great companies,
coupled with
amazing projects ”
--Jordan - Missouri
"Zooppa gives me
the opportunity to
develop a concept
from scratch for
renowned brands ”
--Josie - Phoenix
”Cool thing about
Zooppa is seeing
what young people
are doing – it is all
about connecting ”
--Jason - Chicago
Membership
0
40000
80000
120000
160000
200000

15. Zooppa introduces the Social Creative Brief
• Full concept collaboration
• Brands provide digital assets
• Audience, message and calls
to action defined
• Brief informed by business
objectives

16. Defining objectives & selecting a theme
• What’s most important:
Content? Awareness? Engagement? Insights?
• How does your brand fit into consumers’ lives?
• What conversations/content already exist?
• What message do you want to deliver?
• How will you use the content?

17. Submissions
Videos: 40 – 250 Prints: 200 – 1,000
Concepts:
50 – 100
Banners: 30 – 150

18. Options to enhance your crowdsourcing
Facebook App
Social Media Multiplier
Power Sharing
On CampusWhite Label Microsite
Post-Contest Distribution

19. Sustainability Mini-Documentaries
“One of the best things we ever did…”
- Stefan Heeke, Head of Digital
Goal:
• Documentary videos showing how
people are “changing their cities for
the better”
Results:
• 118 mini-documentary videos
• Submissions represent 26
countries, six continents
• Top videos appear on the homepage
of Siemens’ global corporate
website
http://zooppa.com/siemens
Case Study

20. Social videos for product launch
“Crowdsourcing has not only helped Samsung Mobile develop
quality, branded video content; it's also provided an additional
forum for conversation around our brand. We're excited to see
contributors visualize the energy around Samsung Mobile
products and share their work with families and friends.”
- Cosmin Ghiurau, Strategic Manager
Goal:
• Videos and designs that show the
creative uses of Samsung’s new
tablet computer in order to generate
buzz around its holiday launch
Results:
• 96 engaging videos, 357 print
ads, 29 online banners
• Contest incentivized sharing of video
and designs among social networks
http://zooppa.com/samsung
Video & Print
Case Study

21. P&G Wella Shockwaves on Zooppa
“Thanks to all the users who
engaged with our brand,
surprising us with the quality
and the number of executions
submitted. We were excited in
seeing how you quickly got
acquainted with our brand
understanding its nature and look
and feel.
You amazed us unleashing your
creative minds to supply some
top level executions. We had a
tough time agreeing on the
winners. Nevertheless we thank
you for all the effort that has been
put and we look forward seeing
you in the next contest”.
Stephanie Haibt
Brand Manager,
Female Beauty, P&G
Print Case Study

22. Example Social Print

23. 23
Rodric LEERLING
www.zooppa.com
rleerling@zooppa.com
Tel. +31 683 23 2625
Photo: Lars Brenna
Engage with people-powered brand energy!