mrs branding & advertising conference - famous community
Post on 21-Oct-2014
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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