Carlsberg: Crowdsourcing Brand Launch & Activations
16
GSMI - MAY 2012 PAGE 1 www.facebook.com/ SomersbySwitzerland Barbara Juhàsz, Senior Brand Manager @Feldschlösschen Getränke AG ‘The Power of the Crowd in Crafting Brand Launch & Activations’
-
Upload
crowdsourcing-week -
Category
Business
-
view
88 -
download
4
Transcript of Carlsberg: Crowdsourcing Brand Launch & Activations
GSMI - MAY 2012 PAGE 1
www.facebook.com/SomersbySwitzerland
Barbara Juhàsz, Senior Brand Manager @Feldschlösschen Getränke AG
‘The Power of the Crowd in Crafting Brand Launch & Activations’
GSMI - MAY 2012 PAGE 2
www.facebook.com/SomersbySwitzerland
A Little Context
What is standing between you & your consumers?
Friends ‘Sandra’
Friends
‘Sandra’
‘A World of things’ stands between you & your consumers
Access to help from potential consumers DIRECTLY, BEFORE launch
International Brand
National CH
Launch
A ‘Quirky’ Brand
Character
The ‘right’ launch &
activations?
GSMI - MAY 2012 PAGE 8
www.facebook.com/SomersbySwitzerlandCrowdsourcing :
“Enlisting the help of a (larger) group of people, who are volunteers from outside of our sphere of work, and therefore impartial, with the objective of gaining insights, validation, and feedback to our proposals & ‘challenges’ and to a degree, to mitigate risks of such a large scale launch.”
GSMI - MAY 2012 PAGE 9
www.facebook.com/SomersbySwitzerlandHarnessing the Power of the Crowd
GSMI - MAY 2012 PAGE 10
www.facebook.com/SomersbySwitzerland1) Quality of Input > Quality of Output
2) Structure & Gamification
3) Interpretation
4) Actionability
GSMI - MAY 2012 PAGE 11
www.facebook.com/SomersbySwitzerland
Online
Un-branded
Online
Branded
P2PInvite
Off-line…The
Fun Begins…
DEC’13
JAN’14
FEB -MAR’14
Insights into: attitudes and behaviours
Validation of concepts & activation plans
… Chaos?… Buzz?
Gaining Feedback, Driving Trial & WOM
INSIGHT 1: The Swiss want to stand out, but can’t help
fitting in.
INSIGHT 2: Enhance existing conversations; don’t create a
new one.
INSIGHT 3: The usual rules don’t apply in
festival season.
Be known before you're available
We come to you“something open air, ideally by a
lake”
Of 1000 people questioned…
• 97% of people either like or absolutely love the taste • 98% would recommend to their friends• 95% say they will continue to enjoy Somersby in the future
GSMI - MAY 2012 PAGE 14
www.facebook.com/SomersbySwitzerlandThe Crowd is an infinite source of potential to help
you, online & in real-time.
They are an honest sense check on quality, a source of insights, a source of validation and/or creativity in concepts.
And they can be your first trialists, consumers & fans, that will share their experiences with others.
GSMI - MAY 2012 PAGE 15
QUESTIONS?
GSMI - MAY 2012 PAGE 16www.somersby.ch www.facebook.com/SomersbySwitzerland
