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 newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

The great unlearning: How brands can assist with the adoption of voice

Mainstream adoption of voice technology will be all about what consumers are learning not to do.

Ash Mustchin

Director, digital and experiences, Principals

Why getting intimate is key to creating a great customer experience

According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences.

Pip Stocks

CEO and founder, BrandHook

It is indeed great and nice article, but I think the virtual reality, user-generated contents and the Chat bots will dominate the digital...

Almesh

Predictions: 8 digital marketing trends for 2018

Read more

Amazing work Nadia. I believe chatbots still have ways to go and are still in Generation 1, the exciting future of transactional and conv...

Giridhar Prathap Reddy

Climate Council pitches at youth engagement with chatbot debut

Read more

This is a great read. Chatbots are going to be the face of customers. Every sector is investing time and money in designing intelligent b...

Giridhar Prathap Reddy

From tacos to HR, chatbots make it personal

Read more

Very interesting article about chatbots. Chatbots are growing day by day and emerging winners in all the industries including Healthcare....

Giridhar Prathap Reddy

​Chatbots, messaging and refining the art of mobile commerce

Read more

'to lesson screen time'LOL someone needs a lesson on how to lessen typos.

Andrew Ward

Golden Circles invests in content play to drive brand purpose

Read more

Latest Podcast

More podcasts

Sign in