Unilever taps into creative crowdsourcing to up marketing ante

New partnership with creative crowdsourcing community eYeka stretches across the FMCG company's brands in multiple territories including Asia-Pacific

Unilever has struck a partnership with crowdsourcing portal, eYeka, to tap into its global creative community to up the ante across its marketing and communication activities.

The partnership kicked off officially on 1 June and covers Unilever’s Asia-Pacific, Middle East, Russia and South African market operations. eYeka will work across the FMCG company’s entire brand portfolio, which includes Clear, Close Up, Cornetto, Lipton, Lux, Pond’s and Comfort.

eYeka is a Paris-based crowdsourcing site founded in 2006 by French entrepreneurs Gilles Babinet and Franck Perrier, and aims to fill the gap between professional creative and production agencies, and consumers posting to sites such as Flickr and YouTube. It claims to have a community of 250,000 creative consumers who work with marketing teams to co-produce marketing and communication campaigns, and has launched 520 co-creation projects to date.

“A key role for us as marketers is to create magic and to excite people with innovative ideas,” Unilever vice-president of media for Asia, Africa, Middle East, Turkey and Russia, Rahul Welde, said.

“Inviting creative consumers to give their best ideas offers Unilever a great opportunity to re-invent and challenge ourselves. We have worked with the eYeka community for two years on a number of projects and now extend that relationship further and deeper.”

eYeka CEO, François Pétavy, claimed the partnership signalled the importance of crowdsourcing as a business and ideas enabler. Other eYeka customers include Coca-Cola, Danone, Hyundai, Microsoft and Citroen.

“We have long advocated turning to consumers for ideas and content with consumers as a source of competitive advantage so we are thrilled to partner with Unilever to bring this approach to a new scale,” he added.

The crowdsourcing company has already assisted Unilever with a range of material recently such as the Lux ‘Captivate the world, reveal a true beauty’ and Omo ‘Tell us an unconventional and surprising story about how a resourceful mum creatively teaches her children an important lesson, through dirt and stains’ campaigns.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why there’s more to content marketing ROI than just numbers

Most brands are producing more content than ever before. Even those still operating predominantly in campaign mode are finding social media demands an always-on content pipeline.

Jacki James

strategic planner, Zuni

Six lessons from Mobilegeddon

Google’s Mobilegeddon is the lesson many big companies and their marketers are learning the hard way.

Rob Marston

Managing director, Zeus Unwired

Against Net Promoter: A new way of interpreting the customer data deluge

One thing that frustrates marketers is the sloppy use of digital research.

Jason Juma-Ross

lead partner, PwC Digital Intelligence

The next Advertising medium is Augmented Reality, Just when individuals thought promotions couldn't get any more interactive and close to...

Siddhu

The old billboard gets the flick as digital OOH advertising takes over

Read more

Augmented Reality is the most immersive and interactive medium at today and that works for all kinds of real world requirements. It allow...

Siddhu

Sunny Queen launches egg-citing augmented reality collectible cards

Read more

It's really helpful that you were able to share this kind of information in order for some people to know on what is this kind of word re...

best essay sites

It's time for CMOs to embrace ‘agile’ as a noun - Technology chief - CMO Australia

Read more

You nailed it Mark, not nice, not popular but true.

CruiseFactoryData

CMO Council: Marketers lack right customer metrics for digital transformation

Read more

An insightful post and I wholeheartedly agree that without clearly defined business goals any content strategy will be ineffective. The d...

Alastair Kane

Why there’s more to content marketing ROI than just numbers

Read more

Sign in