We recently partnered with Zooppa, a global crowdsourcing platform with over 270,000 creative users, to create crowdsourced video content for our Kids’ Health Mouths Campaign. Through the program, both amateur and professional videographers from the Zooppa community are submitting short videos showing how difficult it is to teach a child something if a parent only has two minutes.
After the project closes on December 16, 2014, our team and the Partnerships for Healthy Mouths, Healthy Lives will work review the videos with ad agency Grey New York to select the top nine entries. The winning filmmakers will receive cash prizes and their videos will be used to extend the campaigns creative strategy and promote the campaign through Kids’ Healthy Mouths communications and social channels.
We were fortunate to speak with with Zooppa CEO Will Merritt about the changing nature of content development and how Zooppa is challenging the status quo.
Ac Council: How do you envision crowdsourcing changing content creation going forward?
Will Merritt: I believe the use of crowdsourcing for content creation will continue to accelerate as we improve the process via technology platforms that enable talented people to produce quality content in return for fair compensation that will take many forms. Increasingly brands will want to tap into the passion and insights of their customers and consumers and people will look for authenticity in marketing communications. It’s likely that in the future we will look back at current advertising and see it as cheesy as those 1950’s ads we mock today. That said, it does not mean agency-created advertising will disappear. Just as music production evolved with the introductions of radio, television, iTunes, and streaming, marketing content will come in many formats and delivery systems. As the need for continually-refreshed material for many specific audiences and purposes grows exponentially, crowdsourcing may be the only way to keep up with the demands for new content!
AC: What are some challenges that Zooppa faces?
WM: So much of the ad industry is built around the “hero” TV ad. Crowdsourcing can do that kind of production leading to a single, highly-produced ad, but brands and agencies are just beginning to realize the exciting benefits of co-creation of multi-piece content. One of Zooppa’s challenges is getting brands out of the old way of thinking about producing one video that gets used over and over again across channels and audiences. With crowdsourcing brands can obtain tens, hundreds, in some case thousands of content pieces that can be used simultaneously. No longer do we have to suffer watching the same pre-roll over and over again. No longer do we need to put up with ads that don’t appeal to a particular demographic or even more importantly lack relevance. With the many multiple pieces of content produced on-brief in a very cost-effective manner brands can test messages in real time across various groups and choose what works rather than make due with limited content. In summary our challenge is to open minds in our industry to new ways of working.
AC: What makes a successful crowdsourcing campaign? Can you share a few examples?
WM: Knowing and defining what you want to achieve with the content is the key. The basic elements are a clear, transparent, stimulating brief, adequate incentives for talent to participate, and a trusted, interactive workflow. An example of crowdsourcing done very well are the Siemens campaigns about sustainability. Siemens tapped into the passions and ideas people around the world have for making their cities more sustainable. By crowdsourcing video stories Siemens connected with people who do not typically produce commercial advertising work and obtained hundreds of unique, authentic content pieces used across channels, all at less then the cost of producing one average TV commercial. Another example from a smaller brand is with Mike’s Hard Lemonade. The beverage company uses crowdsourcing to obtain the can designs for new flavors. Fans of the brand as well as graphic designers across the country submit their ideas for the packaging as well as the name of the new flavors. Not only does Mike’s tap into hundreds of cool designs, but the crowdsourcing process builds engagement and social interaction with the new flavor launches. Mike’s not only pays the winning designers for the use of their work, they are include the names and home towns of the designers on the can itself.