Tag / marketing

by YannigRoth

My Favorites in August: Brand Challenges, Speaking Out Against Racism & The Creative Apocalypse

Illustration by Andrew Rae (via nytimes.com)

“The Creative Apocalypse That Wasn’t” (via nytimes.com, illustration by Andrew Rae)

August, the month of holidays, sunshine, nature and sports… right? To me it was all of the above, but I also read a couple of very interesting articles, watched debates and opinion pieces. In this month’s favorites you will find a single article about cycling (!) and many more about creativity and innovation, marketing challenges and tolerance.

Yes, tolerance. I translated the short position piece of a German TV anchor, published it on this blog and on YouTube, and was stunned by all the hate comments that it received. After the surprise, and thinking about it, I see it as a sad manifestation of trolls’ and racists’ hopelessness. I prefer them to just comment under a video than to represent me in our parliaments and institutions. Anyway, here are some much more interesting things to read and watch. I hope you’ll like them too.

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by YannigRoth

My Favorites in June: Apple World Gallery, Heineken Lock & Google Expeditions

Image via Cannes Lions Archive (click to see video)In June, I would like to share more creativity and advertising, a bit less crowdsourcing and a lot less research-related stuff. And not only because it was Cannes Lions season. The image on the left shows an excerpt of Apple’s “World Gallery” video, which won the top prize in the Outdoor category, and which I share an article about in this post. I really like that a people-powered brand campaign won a Grand Prix at Cannes, it shows how advertising is taking user-generad content seriously. Other links relate to Facebook stalking, Russian humor, smart activation campaigns and… crowdsourcing. I couldn’t help it. Continue reading →

by YannigRoth

My Favorites of April: Coca-Cola in France, Cycling in Rwanda & Doctoral Fraud in Germany

Click to see more (Mashable)

Click to see more (Mashable)

In April, a lot of things happened. Most importantly 🙂 we released our Crowdsourcing Trend Report, which provides marketers some insights into the crowdsourcing industry for the first time since Forrester Research’s reports of 2011 and 2012. The report has had some fantastic traction and has generated coverage in Australia, France, the UK and beyond! But beside that, other highly interesting things happened, from Linkedin’s acquisition of Lynda to Quirky’s acquisition of Undercurrent.

But this post also shares some more light-hearted stories and links, like this Mashable story about Coca-Cola’s early marketing efforts in France, or a documentary about one of Rwanda’s young cycling talents. I hope you will be as inspired as I was in April, and invite you to follow me on Twitter, where I share much more than what’s below.

 

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by YannigRoth

The Stock Photo Model That Wanted To Remain Anonymous

A caption of the "Ariane - The Overexposed Stock Image Model" facebook page (click to see more)

A caption of the “Ariane – The Overexposed Stock Image Model” facebook page (click to see more)

In December 2014, I took part in a debate about crowdsourcing in which one of the attendees, a professional photographer, said that stock photography lowers advertising quality. He wasn’t totally opposed to the concept of crowdsourced stock photography, but said that it leads to lower quality as the diversity of visuals is poor. While I haven’t studies the topic it depth, he has a point, and here’s an example: Ariane.

You MUST have seen her in the last years! “Ariane is so ubiquitous, she has probably entered your subconscious at some point,” Placeit notes; even at eYeka we’ve been guilty of it (see here or here). Here’s an example of “technically the most famous model in the world” which is used in hundreds of ads across the world. Continue reading →

by YannigRoth

How Doritos Crowdsourced Its Advertising Since 2006 #CSReport2015

doritos crowdsourcing illustration

Doritos chips were invented in 1966 by Arch Clark West, a marketing VP at Frito-Lay in the early 1960s, who died at age 97 a couple of years ago (his whose family planned to “sprinkle Doritos at his graveside service“). To see what Dortitos 1.0 looked like, check out the original Doritos pack on the very cool “Vintage Frito-Lay” Pinterest board.

Today, the brand is very famous for its “Crash The Super Bowl” advertising contest, in which it invites filmmakers to create ads that can be selected to be aired during the Big Game. In this post, I’d like to dig deep, very deep into the brand’s crowdsourcing history (you may also check Dan Lamoureux’s blog or the contest’s Wikipedia page). I’ve taken out the Doritos stories from my crowdsourcing timelines (Doritos is not a Best Global Brand) but I want to still share it, so I do it with this blog post, which will end with a reference to my “The State of Crowdsourcing in 2015” trend report available on eYeka.

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by YannigRoth

Just Off The Press: Our #CSReport2015 Trend Report

eYeka April Wallpaper

I am happy to share the “The State of Crowdsourcing in 2015” trend report (“How the world’s biggest brands and companies are opening up to consumer creativity“) with you, which we wrote in collaborative spirit with François Pétavy (CEO of eYeka) and Joël Céré (Insights & Innovation Solutions Director at eYeka). For the first time since the beginning of the crowdsourcing phenomenon, besides a sporadic blog post in late 2013, this report takes a (big) step back to look at the evolution of crowdsourcing since the mid-2000s, providing important insights about how it is used for marketing and innovation across the globe. Continue reading →

by YannigRoth

Did You Notice The Cyclists in Air France #FranceIsInTheAir Spot?

Image via AirFrance.fr

It’s been 2 weeks since Air France’s latest spot, France Is In The Air, is running internationally. The 45-second advertisement is part of the brand’s new global campaign, which started on April 2nd with print, radio and web ads in 12 countries (including Brazil, China, the USA, Russia, Senegal or Switzerland). What I like about it is that it has an Evian Babies feel to it: a stylish and simplified background, people swinging (instead of swimming) through the screen in a gracious manner, a focus on music rather than words. A very nice creative, mixing retro and glamor, like the print ads. But have you noticed the cyclists?

“There’s nothing that looks more like a plane than another plane,” Tiphaine du Plessis, associate director at BETC, the agency behind the campaign, told l’ADN. The strength of the company lies in “its roots, the French state of mind: when you put one foot in an Air France plane, you are already somewhat in France,” she says. The campaign plays on the globally recognized “positive values” like its traditions, history, gastronomy, architecture or music.

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