Marta Hoffman Esomar Network Of Favours 0708

Slide 1: Network of Favours - consumer driven content development - Genoveva Florovits – Ferrero Hungary Márta Hoffmann – Research International Hoffmann, Hungary István Kozári – Initiative Media, Hungary Esomar – Innovate Conference June 16-18, 2008 Copenhagen

Slide 2: Consumer-driven content development Co-creation for innovation in brand communication

Slide 3: The brief was given

Slide 4: Branded content

Slide 5: Cool but young

Slide 6: Targeting those above 25

Slide 7: Internet  High penetration ( above 70% vs. avg 36%)  Supplementing alternative to tictactuti.hu  Flexible  Innovative and growing channel  The time spent online is increasing  The penetration is extending

Slide 8: Routes to take  Sponsorship  Adapt existing idea  Innovation

Slide 10: Research: Taking risk to decrease risk  Advertiser  Communication agency  Research agency

Slide 11: Tough task  Low budget  Short deadline (10 days)  Immediate actionability

Slide 12: Innovate with Rule-breakers  Selected high-above average consumers as part of a panel (SuperGroupers tm)  Trained to exploit their creativity for marketing development  Understand marketing language and able to write marketing concepts  Work together with marketers as partners

Slide 13: Stage 1: Single day workshop produces 250 novell content ideas which result five concepts

Slide 14: Develop rather than Test  Involving some early adopters in the Groups and SuperGroupers as part of Team  Main focus on How to improve rather than Likes and Dislikes  Competent decision makers amend and change concept on-site immediately

Slide 15: Stage 2: Single day series of workshops to screen, develop & improve concepts

Slide 16: Five concepts re-cycled throughout the 3 discussions, arriving to two possible routes Combine, match, select, amend, delete, change

Slide 17: Which way to go? SAFE EXCITING & & EASY RISKY

Slide 18: Insight  My life is getting more and more segregated. The role of the extended family and the role of friends have changed and I often face the problem of having no help in those so called everyday challenges.  The Network of Favours helps me to find people who feel the same and are ready to help in exchange of receiving support.

Slide 19: Brand message consistency Harmonized with brand communication

Slide 20: Brand establishment

Slide 21: Needs analysis Relevant for the consumers

Slide 22: Science

Slide 23: Hollywood

Slide 24: Society

Slide 25: Affordability Cost efficiency

Slide 26: Measurable ROI  On-site reach (number of visitors)  Secondary reach of WOM and P2P marketing  PR based on the innovation and social need

Slide 27: Summary Learning points of the project

Slide 28: Co-creation  The Network of Favours is the result of a harmonized co-operation of three parties  Learning experience or everyone  Delivered something unique and innovative

Slide 29: Key learning points  Research-based rather than gut feel  Team work between brand team, researchers, web designers, communication advisors  Involve members of the future target audience in the development process  Team test “big thoughts” to sharpen focus  Concept to site in two months feasible

Slide 30: Contacts Marta Hoffmann Research International Hoffmann T +361 267 4744 F +361 267 9301 E m.hoffmann@hri.hu M Vitkovics utca 9. Budapest, 1052 - Hungary Istvan Kozari Initiative T +361 802 5135 F +361 802 5101 E istvan.kozari@hu.initiative.com M Váci út 141.Budapest, 1138 - Hungary www.initiative.hu