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. FMCG and Technology brands dominate
the crowdsourcing space
In 2014, FMCG brands have
overtaken technology brands
in terms of crowdsourcing
usage.
8. 10 major FMCG companies on four leading
crowdsourcing platforms in 2013 and 2014
12. Type of content crowdsourced in the last
decade by the Best Global Brands
13. 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.
14. 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.
15. 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.
16. Type of content crowdsourced in the last
decade by the Best Global Brands
17. 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.
18. 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.
19. 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.
20. 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.
21. Share of ideas vs. content crowdsourcing,
by leading FMCG companies, in 2013 and 2014
22. Increase in share of ideas vs. content crowdsourcing,
by leading FMCG companies, in 2013 and 2014
Production
Ideation
2013
2014
+145%
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. Top 15 platforms that organized crowdsourcing
for the Best Global Brands since 2004
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
Notas do Editor
The first time the term “crowdsourcing” ever
appeared was in 2006, when Jeff Howe wrote
an article for Wired in which he explained how
firms have started outsourcing a lot of their
internal tasks over the web. “Remember outsourcing?
Sending jobs to India and China is
so 2003,” his article begins. “The new pool of
cheap labor [is] everyday people using their
spare cycles to create content, solve problems,
even do corporate R&D,” explains Howe citing
then pioneering crowd-based initiatives like
Web Junk 20, iStockphoto, Innocentive and
Amazon’s Mechanical Turk platform along
the way.
Now CSW. We have arrived.
Are brands really adopting it? Mainstream as oursourcing? Are we drinking our own KoolAid?
Exists since 2000
Number of projects from crowdsourcing timeline.
General Mills, Reckitt Benckiser, PepsiCo, Unilever, Mondelez, The Coca-Cola Company, Nestlé, Procter & Gamble, Kellogg’s and AB Inbev
Switch to data from crowdsourcing tracking 2013-2014 on 4 platforms
Our numbers show that in 2014, FMCG companies have increased their crowdsourcing usage by 48% year-over-year. That year, all ten FMCG companies listed in this report engaged in crowdsourcing on one or more of the platforms listed here (in 2013, General Mills was the only one not to have launched any contest). This growth was fueled by companies such as PepsiCo, Reckitt-Benckiser and Mondelez, with only two brands decreasing their usage between 2013 and 2014: Procter & Gamble and The Coca-Cola Company.
Crowdsourcing timeline data.
We found that THE brand that leads the pack in terms of crowdsourcing is Coca-Cola, the first-ranked of Interbrand’s ranking since the first edition in 2007 (before it was overtaken by Apple in 2014). The beverage brand used crowdsourcing 34 times over the last ten years, while its runner-up and eternal challenger, Pepsi, tapped into crowd creativity 30 times. Then, the worl?d?’s? ?l?e?a?d?i?n?g? ?d?a?i?r?y? ?b?r?a?n?d? ?D?a?n?o?n?e?,? ?S?a?m?s?u?n?g? ?and General Electric (GE) follow in terms of crowdsourcing activity since 2004. To go further, we wanted to explore the crowdsourcing a?c?t?i?v?i?t?y? ?o?f? ?s?o?m?e? ?o?f? ?t?h?e? ?w?o?r?l?d?’s? ?l?e?a?d?i?n?g? ?F?M?C?G? ?producers and marketers. To do that, we examined publicly available data on contests launched by ten leading FMCG companies on four leading crowdsourcing platforms in 2013 and 2014. Just counting the number of contests that these companies launched in these two years shows a sharp increase in crowdsourcing usage.
FMCG tracking 2013-2014
Crowdsourcing timeline
of video content is the most widely used type of crowdsourcing today, just before idea contests.
Scott Zabielski california based tv producer (comedy central) spent a total of $2,000 making the winning commercial that aired during the Super Bowl on Sunday evening, capturing an audience that topped 100 million. It also got him a one-year job at Universal Pictures.
Nearly 4,900 contestants participated in this year's Doritos contest.
Scott Zabielski just can't believe what he won during the Super Bowl: $1 million and a new job.
Crowdsourcing of video content is the most widely used type of crowdsourcing today, just before idea contests.
Crowdsourcing of video content is the most widely used type of crowdsourcing today, just before idea contests.
Crowdsourcing of video content is the most widely used type of crowdsourcing today, just before idea contests.
April 3, 2006--McDonald's today launched its first-ever online Global Casting Call offering consumers around the world the opportunity to be featured on its packaging seen by 50 million people in more than 100 countries every day. To participate, consumers simply submit a personal story of what they love in 100 words or less and a digital photo capturing the essence of their story at www.mcdglobalcasting.com through May 31, 2006. The website is available in 16 languages. Up to 25 consumers will be selected as McDonald's new packaging "stars" based on submissions that capture the "i'm lovin' it(TM)" spirit with themes of inspiration, passion and fun.
the Ford Developer Program will be “the first open-source mobile app program in the auto industry. We’re providing developers with the tools they need to ‘talk’ to our SYNC entertainment system and develop mobile apps that are relevant to the car and can be voice activated.”
Stefan Cross, a GM spokesman, echoes those thoughts. “We’re opening up apps to developers,” he says. “We plan to preapprove a number of these new applications. We really want to encourage developers to work on this.” http://media.tumblr.com/4ca79b6c3a1373af026ee4e89be293d3/tumblr_inline_mgmhjlfmAj1rpydpj.jpg
Crowdsourcing of video content is the most widely used type of crowdsourcing today, just before idea contests.
The Thomson Reuters Foundation-Nokia Photography Award aims to encourage photographers to showcase images of women’s empowerment around the world. The brief is simple: Show us examples of women working to make a difference, whether through acts of leadership, courage and passion or by promoting opportunity, innovation and motherhood. These themes are only limited by your imagination. Ultimately, we want to see positive images, with the power to inspire and trigger change.
2013-2014 FMCG data
We can see that predominantly, the leading FMCG companies are still crowdsourcing video content, but the numbers also show that the trend is steering away from content, which is losing ground to idea crowdsourcing. The latter is used by these companies to source new product, advertising, activation or retail ideas among creative crowds, and not just video content anymore. This indicates that FMCG companies may be moving away from crowdsourcing as a sole way to produce content faster and cheaper, towards using it as a way to get creativity directly from consumers at various stages of the marketing process.
We can see that predominantly, the leading FMCG companies are still crowdsourcing video content, but the numbers also show that the trend is steering away from content, which is losing ground to idea crowdsourcing. The latter is used by these companies to source new product, advertising, activation or retail ideas among creative crowds, and not just video content anymore. This indicates that FMCG companies may be moving away from crowdsourcing as a sole way to produce content faster and cheaper, towards using it as a way to get creativity directly from consumers at various stages of the marketing process.