mrs branding & advertising conference - famous community

Everybody Famous Consumers inspiring Creativity

Head of Research Communities @ InSites Consulting

Tom De Ruyck

Strategic & Digital Director @ Famous

Jonathan Detavernier

advertising = insights

finding the insight

300 consumers

at our fingertips

not co-creation

co-inspiration

conversations between

consumers about our topics

“I run with music,

because some songs

remind me of people.

And those people

keep me going.”

extension of our gut feeling

How to immerse an agency with the voice of consumers on both a strategic and tactic level?

@tomderuyck

Bringing consumers alive…

Understanding the needs of Famous by immersing in their workflow.

@tomderuyck

@tomderuyck

@tomderuyck

“I just like to share my opinion, I visit the community several times a day to check when the new topics are launched. I enjoy the variety and like to change the disturbing way advertising campaigns are launched at us sometimes. In addition, the connecting with Famous and the other community members is pretty amazing.” by Margriet

@tomderuyck

@tomderuyck

Bringing consumers alive… through visual presence in the creative Famous spaces.

@tomderuyck

Small difference in clickthroughs for ad A and B, but… Consumer inspired briefing resulted in 66% of clickers in the preferred demographic versus 44% on the campaign based on the standard briefing.

Consumer impact

…to keep creatives in touch with a distant product category. And letting them feel, think, and act like the target group, in order to really nail it

@tomderuyck

Let’s talk!

@tomderuyck