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.

Supporting Association

Can't say it better myself.Content marketing definitely peaked this year, mainly because of the updates and algorithms dished out by Goog...

Al Gomez

5 predictions on content marketing trends and strategy in 2015

Read more

Great article and really interesting to hear what Tourism Australia are doing with VR. It's a shame though that there's no mention of the...

Dom Raban

Why virtual reality is opening a new world for customer interaction

Read more

And who will replace all these CMOs? What are the attributes, qualifications, employment histories, age ranges, genders, etc. of the inco...

Mike

IDC: One-quarter of CMOs will be replaced each year to 2018

Read more

I believe that this forecast is on target for 2015. In regards with our website traffic, tablet and smartphone users have so far outnumbe...

Hitesh Parekh

Report: Phablets will represent one-quarter of all smartphone traffic in 2015

Read more

Yeah, they did this before, Mazda and Nissan thrashed the V8's so they changed the rules to keep them out. They took the class system ou...

RJ

V8 Supercars rebrand aimed at attracting new fans to the sport

Read more

Sign in