Content co-creation is defined as, Any form of content such as blogs, wikis, discussion forums, posts, chats, tweets, podcasts, digital images, video, audio files, advertisements, that is created by users of an online system/service, made available via social media websites and is the act of users promoting a brand rather than the brand itself.
Advertising agencies and brands worldwide are trying to tap into the immense power of their fan/customer base and use their authentic and original content to power their marketing campaigns.
This technique, in conjunction with the growth of popular social media websites, allows modern businesses to delegate some of these brand-building responsibilities to an unlikely voice — their customer.
Having users contribute to your content creation efforts has an interesting advantage, as consumers are more interested in hearing the views of their peers than reading cleverly written sales messages.
Obviously, Co-creation campaigns have been a constant player in the marketing world because they are so successful. But why are they so successful? Why are brands turning to their audiences to share their products instead of crafting their own ads? Here’s why:
- Its authentic
- Its cost effective
- It creates a community
- People don’t trust marketers
- The ROI is high
In light of these trends, there’s never been a better time to start using user generated content to engage your readers and build trust with them. Here are some of the amazingly successful campaigns that used the concept of Co-creation and attained great success:
- Starbucks (#WhiteCupContest):
Starbucks’ White Cup Contest launched in April 2014. Customers across the country were asked to doodle on their Starbucks cups and submit pictures as entries. The winning entry would be the template for a new limited edition Starbucks cup. Nearly 4,000 customers submitted entries in a three week span. The contest was a great way for Starbucks to earn publicity and prove that it strongly valued customer feedback.
- Coco-Cola ( ‘Share a coke’ Campaign) :
To help boost top-of-mind awareness, Coca-Cola created the “Share a Coke” campaign, throughout which the company produced Coke bottles with customers’ names on the labels and handed them out throughout different cities, in order to increase its exposure on Twitter. Customers were then asked to share the pictures of their personalized coke bottle on Twitter and other social media platforms.
Coca-Cola first launched the campaign in Australia in 2011, but expanded it to the United States, United Kingdom, and other regions across the world. The company attributes the campaign to a 2% increase in U.S. sales after over a decade of declining revenues.
- Maggi (Share your Maggi Moments):
On its 25th anniversary, Nestlé’s Maggi has launched a campaign, inviting consumers to share their Maggi Moments. From a midnight snack to a lonesome bachelor’s emergency meal, Nestlé’s Maggi has, over time, been a part of nearly everyone’s life. To make consumers part of the brands journey, it’s campaign talked about various memories people associate with Maggi. It created feeling of nostalgia, and worked on the basic truth that everyone has at least one Maggi story to tell. The ad is a co-creation of the brand and the consumer. It also asked people to share their favorite Maggi memory and their favorite Maggi recipe.
The power of customer co-creation is been realised by marketeers, and there’s no doubt that we’ll be seeing much, much more of it in the coming years as brands tap into the power of their audiences and take a step back from pushy sales tactics.