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The 2015 eYeka Crowdsourcing Report for Brands

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Francois Petavy, eYeka. Presented at Crowdsourcing Week Summit Geneva. For more information or to join the next event: http://crowdsourcingweek.com/

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The 2015 eYeka Crowdsourcing Report for Brands

  1. 1. The State of Crowdsourcing in 2015 Are the World’s biggest brands openingup to consumer creativity? A trendreport by
  2. 2. 2006
  3. 3. 2015
  4. 4. • Crowdsourcing activity of the 100 Best Global Brands since 2004 Our Data Set
  5. 5. Crowdsourcing activity of the 100 Best Global Brands since 2004
  6. 6. 85% of the 2014 Best Global Brands have used crowdsourcing this decade. Cumulative crowdsourcing adoption by the Best Global Brands since 2004 Crowdsourcing is the new normal
  7. 7. FMCG and Technology brands dominate the crowdsourcing space In 2014, FMCG brands have overtaken technology brands in terms of crowdsourcing usage.
  8. 8. 10 major FMCG companies on four leading crowdsourcing platforms in 2013 and 2014
  9. 9. Evolution of crowdsourcing usage by FMCG companies for the years 2013 and 2014
  10. 10. The 15 Best Global Brands that most use crowdsourcing since 2004, shown by sector
  11. 11. How has crowdsourcing adoption evolved?
  12. 12. Type of content crowdsourced in the last decade by the Best Global Brands Type Usage by brands Example Video crowdsourcing Authentic, consumer-based brand storytelling Since 2006, Doritos has involved consumers in creating advertisements that would air during the Super Bowl.
  13. 13. Type of content crowdsourced in the last decade by the Best Global Brands Type Usage by brands Example Idea crowdsourcing New product, service or campaign ideation In 2014, Oral B launched the world’s first connected toothbrush, inspired by ideas submitted to an eYeka contest.
  14. 14. Type of content crowdsourced in the last decade by the Best Global Brands Type Usage by brands Example Design crowdsourcing Packaging and retail concept creation In 2014, the Serbian brand Doncafé launched a redesigned packaging, created by a contest winner from California.
  15. 15. Type of content crowdsourced in the last decade by the Best Global Brands
  16. 16. Type of content crowdsourced in the last decade by the Best Global Brands Type Usage by brands Example Casting or Personal Stories Featuring consumers in campaigns In 2006, Mc Donald’s “Global Casting Call” crowdsourced consumer stories and featured the best ones on its food packaging.
  17. 17. Type of content crowdsourced in the last decade by the Best Global Brands Type Usage by brands Example Application crowdsourcing Find mobile, TV or augmented reality app ideas In 2014, Ford launched a series of contests to create applications that improve mobility in some of the world’s most challenging cities.
  18. 18. Type of content crowdsourced in the last decade by the Best Global Brands Type Usage by brands Example Music crowdsourcing Allowing consumers to invent jingles to remix ringtones In 2011, Nokia asked the Audiodraft community to give its iconic "Grand Valse" ringtone, which appeared in 1992, a crowdsourced lift.
  19. 19. Type of content crowdsourced in the last decade by the Best Global Brands Type Usage by brands Example “Others” Variety photography, illustration, entrepreneurship or other contests In 2013, the Thomson Reuters Foundation and Nokia invited photographers to submit images capturing the many aspects of women’s empowerment around the world.
  20. 20. Type of content crowdsourced in the last decade by the Best Global Brands
  21. 21. Share of ideas vs. content crowdsourcing, by leading FMCG companies, in 2013 and 2014
  22. 22. Increase in share of ideas vs. content crowdsourcing, by leading FMCG companies, in 2013 and 2014 Production Ideation 2013 2014 +145%
  23. 23. Types of websites on which the Best Global Brands have crowdsourced since 2004 The Best Global Brands are 3 times more likely to use crowdsourcing platforms than websites and social media
  24. 24. Top 15 platforms that organized crowdsourcing for the Best Global Brands since 2004
  25. 25. What ROI? Invent a new edutainment concept for children 3 weeks v. 3 to 6 months. 700% acceleration Invent new creative concepts for our brand promise Top 10% of all-time best ads 100% adoption of creative materials (v. 47%). Cost saving of 92%. Help us engage with young men online through video content View Through Rate: 21% (Avg 17.5%) Samples application: 3.5% Cost to Conversion 54% lower What could a connected toothbrush do? Successful product launch in market in less than 18 months

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