Time to Lose the Box! Challenge Conventional Thinking by Co-creating with Global Consumers

 

 

On 15th March, 2017, AMSRS (Australian Market & Social Research Society) invited Francois Petavy, CEO of eYeka to talk about how brands challenge conventional thinking and build competitive advantage through disruptive ideation by co-creating with the collective intelligence of global consumers. Continue reading

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eYeka’s eYe on the Crowd – The Changing Beauty Landscape

The idea of beauty has come a long way. Media has played a big role in defining beauty standards and what can be considered beautiful or not. Over the years, this has conditioned consumersí minds with certain predispositions towards evaluating beauty standards. This is rapidly changing with strong individual consumer point of views and ever-evolving expectations from beauty brands. Beauty is moving away from the idea of prescribed beauty to beauty that is open to many more interpretations, ideas and forms. Continue reading

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Pantene & eYeka – One Creative Idea, Multiple Touch Points, Great Results

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“If you build it, they will come”. Every seasoned marketer knows that a successful launch of a new product requires a great idea and an excellent launch execution. According to Nielsen, “nearly one-third of innovations launched lack sufficient marketing support for concept or product performance to make a real impact.” Continue reading

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Leveraging Calendar Holidays to bring to life a Brand’s Voice

A calendar strategy allows Brands to participate in national or global conversations that matter to their consumers, while communicating the brand’s voice. On the social web, this emotional approach engages people beyond product attributes & benefits. And, seasonal innovation drives novelty, engagement and purchase in-store.

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NESTLÉ FITNESS co-created New Year’s e-cards to encourage women Continue reading

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Creative Consumers Have a Lot to Share About Beauty

With the rise of new independent beauty brands disrupting the previously unchallenged European beauty establishment, and an era where beauty vloggers shape women’s beauty routines, more beauty brands are starting to work with the crowd, not just for them, to keep up with the times.

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Lancôme wants new ways to communicate skin care

Skin care messages & codes have been communicated in the same way for years. They don’t resonate with consumers so much anymore. Lancôme asked Creators how they would communicate both its rational and emotional message and how it could be brought to life in a campaign.

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Are People Really Afraid of The Future?

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“one utopia, all dystopia” says a poster hang Place de le République, Paris, April 2015.

Why do so many artists and even brands communicate dystopia nowadays?

I’ve asked myself this question for a few months as there are so many manifestations of the fear of the future.

Of course, there are many reasons for people to be afraid of what’s next. The attacks in Belgium, France, USA, Lebanon, Nigeria and those so frequent that happen in Irak and Syria are terrifying and bloodcurdling. As a Parisian I can testify that one of the questions that I heard the most back in November 2015, right after the attacks was “In what kind of world are our children going to live in?” Many parents wonder… the future seems uncertain and frightening. Now it’s the election of the next USA president that seems to crystallize around. Is there a chance that Donald Trump is elected as the next president? Is it going to be really bad? Continue reading

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10 Years After Its Birth, How Are Brands Using Crowdsourcing? #CSReport2016

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One year ago, eYeka published its « The State of Crowdsourcing in 2015 » trend report unveiling how creative crowdsourcing had been used by brands and agencies since the birth of the phenomenon in the mid-2000s. In the report, we extracted some key trends and insights about the adoption of crowdsourcing by the world’s largest brands, and how it is used for marketing and innovation across the globe.

Today, and 10 years after the birth of eYeka, we are publishing « The State of Crowdsourcing in 2016 » trend report based on an updated dataset and a year’s worth of learnings. Continue reading

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