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 customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Putting your brand on the Love Index

How much do your customers love your brand, product or service?And more importantly, why?

Bronwyn van der Merwe

Managing director, Accenture Interactive

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

today in this digital age customer insights is one of the channel which can benefit customer a lot. It opens up door for personalized mar...

Bifty Alex

Building customer insights in the data and digital age

Read more

Latest Podcast

More podcasts

Sign in