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

info@zooppa.com | @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

info@zooppa.comhttp://info.zooppa.com+1 (206) 623-1587

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