Earning Consumer Trust through Crowdsourced Storytelling
3 Case Studies How Brands Tap the Crowd for Authentic ContentJune 20, 2012
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• Online crowdsourcing platform
• Quality video & graphics content
• Partner with marketers + agencies
• Creative community 160,000 members
• Offices in U.S., Europe, South America
[email protected] | @CrowdCreativity
We work with leading brands
Often via agencies
Have you or your team crowdsourced content for a marketing campaign?
1. Yes2. No3. Not sure
Poll #1
Great Brands Tell Stories
Great Brands Tell Stories
We humans process information more efficiently through stories.
Facts are 20x more likely to be remembered if they are part of a story, according to psychologists.
They entertain.
They’re contagious
They inspire action.
Branded Storytelling Continues to Evolve
2001
2012
The Rise of Visual Storytelling Online
Online Video is Powerful, but Challenging!
Crowdsourcing Can Help
New way of getting things done
Enabled by connectivity and network effects of digital age and
Remarkable Crowdsourcing Results
Case Studies – Crowdsourcing Stories
Engagement & Insight
Refresh & Position
Align & Inspire
Case Studies
Case Studies – Crowdsourcing Stories
Bonus!
Engagement & Insight
Refresh & Position
Align & Inspire
Source & Share
Case Studies
What Does Intel Mean to You?
Case Studies
Case Studies
• Creative content the shows what the Intel brand means to fans
• 60-second personal, original videos or animations
• Campaign launched on Intel Facebook Pages across the globe
• Utilized Zooppa’s Facebook integration to execute
Siemens
Case Studies
Changing Your City for the Better
Case Studies
• Demonstrate how advances in technology can change the world for the better
• 2 – 5 minute mini-documentary videos
• 118 submissions from 26 countries, 6 continents
• Content currently featured on global corporate website; winner nominated for TED media award.
Got Milk?
Case Studies
It’s Just Not Breakfast Without Milk
Case Studies
• Refresh the got milk? campaign to defend and encourage milk consumption at breakfast
• 60-second short videos
• Nearly 200 submissions; held exclusive webinar with campaign participants
Case Studies
Human Highlight Reel with the NCAA
Case Studies
• Celebrate former NCAA student-athletes turned community leaders by spotlighting their stories
• 60-second short stories telling life stories of subjects
• 41 story profiles from 30 colleges and in 12 sports
• Content featured on NCAA microsite; winner shown live at Men’s Lacrosse National Championship, 2011
Benefits of Crowdsourcing Stories
• Authenticity content• Many stories to choose from• Creates an interactive dialogue• Cost-efficient• Targets new generation of consumers• Enhances traditional marketing
Poll #2
What aspect of crowdsourcing do you find most attractive?
1. Authenticity2. Consumer engagement3. Insights4. Novelty5. Cost-effective
5 Steps to Crowdsourcing Success
• Goals
• Use & Placement
• The Ask/Project
• Incentives
• Promotion & Duration
Best Practices
Goals
• Define early, well before launch
• Choose relevant marketing objectives
• What’s the big message?
Best Practices
Use & Placement
• Bring clarity to the brief
• Design brief carefully
• Consider integration points
Best Practices
Incentives
• Cash is King!
• Career-enhancing
• Fun!
• Ask WHY?!
Best Practices
The Ask
• Limit tech requirements
• Be aspirational
• Focus on a singular theme
• Invite judges, raise profile
Best Practices
Duration & Promotion
Best Practices
• 8 – 12 weeks
• Short = more motivation
• Provide support, feedback
• Create plan for urgency
Receive a Free Consultation from Zooppa
Crowdsourcing can be a power practice for today’s WOM marketers. Learn how the practice can enhance your video marketing like it has for other top brand marketers and agencies.
Our creative team will:
• Be available for a 10-minute, no-commitment brainstorming session• Provide up to 3 free crowdsourcing ideas for your brand
Visit http://info.zooppa.com/WOMMA
Download the Full Siemens Case Study
Learn more about Siemens‘ “Changing Your City for the Better”
Download at http://info.zooppa.com/siemens-study
Zooppa bio
[email protected]://info.zooppa.com+1 (206) 623-1587
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