Tag / marketing

by YannigRoth

How Brazilian bike manufacturer Caloi refined its brand proposition

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Caloi is a major Brazilian bike manufacturer based in São Paulo, as well a leading brand for over 110 years. Caloi felt they needed to get closer to consumers and to understand what its brand meant to Brazlinian consumers. Together with Brazilian agency CO.R Inovação, they initiated a research project called “Reinventing the two wheels,” designed to understand the role of the bicycle and the Caloi in Brazilian’s lives. Very similarly to the Shimano Coasting initiative conducted by Shimano and IDEO, this project  consisted in meeting consumers of the target  audience in major cities in order to “discover the meaning and the importance a bike has on a biker life.” Explanations from Mariana Loducca Kok, one of the project’s managers at CO.R Inovação. Continue reading →
by YannigRoth

Ross Dawson’s Second Edition of “Getting Results From Crowds”

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Ross Dawson, one of the most active (and objective) promoters of crowdsourcing, has recently announced the launch of the second edition of his book, Getting Results From Crowds, co-authored with Steve Bynghall. I already have the first edition, but purchased this one anyway as it has three new chapters about possible applications of crowdsourcing: Crowdsourcing for small companies vs. big corporations, crowdsourcing for marketing, and crowdsourcing for media and content. Here’s a very brief review of the book. Continue reading →

by YannigRoth

How Pepsi engaged the Chinese youth with creative crowdsourcing

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The world’s first timeline of crowdsourcing by brands is being constantly updated with past and present cases, and there are now more than 200 crowdsourcing initiatives featured – lots more to come (I just need to find the time…)! In this post, I’d like to present one of the first crowdsourcing examples that has been of strategic importance for a brand in a local market: Pepsi’s Creative Challenges in China. Even before the well-known Pepsi Refresh Project, this series of crowdsourcing initiatives have allowed the brand to get consumers’ attention in the country. Here’s how. Continue reading →

by YannigRoth

The first (crowdsourced) timeline of crowdsourcing by brands

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I’m happy to present the first visualization of the use of crowdsourcingby brands over time. This interactive timeline, called Crowdsourcing by World’s Best Global Brands, is built on Tiki-Toki, a tool to create timelines. Tiki-Toki turned out to be a good way to show how the use of crowdsourcing has exploded since the early 2000’s. The objective was indeed to have a rich and visual representation of how brands increasingly use of crowdsourcing to pursue marketing- and innovation-related business objectives. And the best part is: it will be crowdsourced. Continue reading →

by YannigRoth

Is there a Chinese sense of creativity?

what chinese want book cover

Don’t expect an extensive literature review about the Chinese people 😉 This is just a post based on a book review of What Chinese Want, Tom Doctoroff’s last book about – guess what – Chinese culture. Tom Doctoroff is CEO of the Chinese branch of adverising giant JWT, lives in Shanghai and has dealt with a lot of Chinese companies. In his book, he shares his view of the modern Chinese consumer, underlining the cultural challenges that arise when companies want to target the Chinese market. This blog post especially focuses on the passages about creativity and advertising, which are topics that particularly interest me! Continue reading →

by YannigRoth

The dangers of crowdsourcing (Johann Füller’s post on Harvard Business Manager)

harvard-business-manager-blog-post

Johann Füller is CEO of Hyve AG, a company that organizes crowdsourcing for co-creation and/or open innovation purposes, and professor at the University of Innsbruck (Austria)

I already blogged about academic articles in French that should have been translated into English, because they’re pretty darn interesting and useful for people interested in co-creation or user innovation. This post is about a blog post that Johann Füller, an experienced researcher and businessman, wrote in German on Harvard Business Manager. It’s called Die Gefahren des Crowdsourcing (The Dangers of Crowdsourcing) and highlights some of the dangers that brands should be aware of before kicking off a crowdsourcing campaign. Not only does he give some examples, but he also cites 3 often encountered sources of crowd-resistance, as well as 5 ways to avoid failures. This post is an unedited translation, I only changed the illustrations and added a couple of links in the text. Continue reading →

by YannigRoth

Crowdsourcing and Marketing: Should companies try to target specific audiences?

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Crowdsourcing and marketing, a tough equation to solve. Why? Because crowdsourcing is about openness whereas marketing is about targeting; crowdsourcing offers serendipity when marketing is looking for predictability. Brands often want to target a specific target audience: “Can you only ask Chinese people to participate?” or “Is it possible to accept only the users of my product?” or even “I want only ideas from women from 25 to 35 years, is that possible?” are questions that often get asked while discussing the possibility to launch a crowdsourcing project. The truth is that the internet is a global medium and that everyone can potentially participate in a crowdsourcing challenge. Targeting is difficult, and only few succeeded. Continue reading →