Social Crowdsourcing

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Great Brands Tell Stories

Mensen nemen informatie veel efficienter op via verhalen.Volgens psychologen is het 20x meer waarschijnlijk dat feiten worden onthouden wanneer ze onderdeel zijn van een verhaal.

The Rise of Visual Storytelling

Online Video is Powerful, but Challenging!

What do you think about crowdsourcing?

“Crowdsourcing is the act of taking a job

traditionally performed by a designated agent and

outsourcing it to an undefined, generally large

group of people in the form of an open call.”

-Jeff Howe, Wired

Crowdsourcing Can Help

World leader for user-generated video and graphic advertising, powered by social media engagement

What is Zooppa?

Examples of Zooppa user-generated print ads Mini, Jones Soda, HTC, Best Western

• Crowdsourcing the art of brand messaging

• Engages customers and target audiences

• Connects with our fast-growing community of 200,000 members

• 200+ successful campaigns

Headquarters in Seattle, WA Offices in Europe and S. America

Zooppa clients: 150+ brands including

Often via agencies

Why user-generated content?

We are moving from a downloading culture to an uploading culture

• More participatory

• More social and communal

• More transparent

• More playful

• Always on

The social power of crowds

• Insights and diversity of ideas

• Each creator has a built-in fan base

• Branded WOM

• Peer to peer conversation is 3x more credible than company ads

Source: point 4 Edelman; point 5 Yankelovich

How Zooppa works…

Brand provides creative brief

Community creates content

Best work earn awards

Brand gets copyright for all work

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R

B

Consumer-Powered Content

BRAND

Leveraging Passion

Compelling Themes

Social Media Multiplier

Quality Content

Distribution & Viral Seeding

Awareness and Engagement

The Zooppa Creative Community

• 200,000 members … growing 700/week• Range of rewards• Profiles and portfolios for members

Aspiring Students Weekend Warriors Professional Creatives

Member Profiles Community Growth 150+ Creative Network Partners

1/08 1/09 1/10 1/11 1/12 1/13

"Zooppa just gets it. Great companies, coupled with amazing projects ” --Jordan - Missouri

"Zooppa gives me the opportunity to develop a concept from scratch for renowned brands ” --Josie - Phoenix

”Cool thing about Zooppa is seeing what young people are doing – it is all about connecting ” --Jason - Chicago

Membership

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40000

80000

120000

160000

200000

Zooppa introduces the Social Creative Brief

• Full concept collaboration

• Brands provide digital assets

• Audience, message and calls to action defined

• Brief informed by business objectives

Defining objectives & selecting a theme

• What’s most important:

Content? Awareness? Engagement? Insights?

• How does your brand fit into consumers’ lives?

• What conversations/content already exist?

• What message do you want to deliver?

• How will you use the content?

Submissions

Videos: 40 – 250 Prints: 200 – 1,000

Concepts: 50 – 100

Banners: 30 – 150

Options to enhance your crowdsourcing

Facebook App

Social Media Multiplier

Power Sharing

On CampusWhite Label Microsite

Post-Contest Distribution

Sustainability Mini-Documentaries

“One of the best things we ever did…” - Stefan Heeke, Head of Digital

Goal: • Documentary videos showing how

people are “changing their cities for the better”

Results: • 118 mini-documentary videos

• Submissions represent 26 countries, six continents

• Top videos appear on the homepage of Siemens’ global corporate website

http://zooppa.com/siemens

Case Study

Social videos for product launch

“Crowdsourcing has not only helped Samsung Mobile develop quality, branded video content; it's also provided an additional forum for conversation around our brand. We're excited to see contributors visualize the energy around Samsung Mobile products and share their work with families and friends.”

- Cosmin Ghiurau, Strategic Manager

Goal: • Videos and designs that show the

creative uses of Samsung’s new tablet computer in order to generate buzz around its holiday launch

Results: • 96 engaging videos, 357 print ads,

29 online banners

• Contest incentivized sharing of video and designs among social networks

http://zooppa.com/samsung

Video & Print Case Study

P&G Wella Shockwaves on Zooppa

“Thanks to all the users who engaged with our brand, surprising us with the quality and the number of executions submitted. We were excited in seeing how you quickly got acquainted with our brand understanding its nature and look and feel. You amazed us unleashing your creative minds to supply some top level executions. We had a tough time agreeing on the winners. Nevertheless we thank you for all the effort that has been put and we look forward seeing you in the next contest”.

Stephanie Haibt Brand Manager,

Female Beauty, P&G

Print Case Study

Example Social Print

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Rodric LEERLINGwww.zooppa.comrleerling@zooppa.comTel. +31 683 23 2625

Photo: Lars Brenna

Engage with people-powered brand energy!