Monday, December 28, 2009

Crowdsourcing an Ad Campaign

Public relations professionals have long understood the benefits of connecting with the social media to communicate important messages and reinforce brand positioning. What’s more, just a couple of months ago, I wrote about how one company, Del Monte, had tapped a micro-segment of consumers (dog lovers) to help with product development. Yet I must confess that even I was somewhat surprised to learn (via Ad age) that Unilever has terminated its relationship with its long-time ad agency to crowdsource its ads for its British snack sausage, Peperami, a popular and well-established brand in the U.K.
The $10,000 brief for the assignment was been posted on the Idea Bounty website, which bills itself as “the simplest way to hire 1000s of creatives and only pay for the ideas you want.” The winning idea will be produced by another company which will coordinate with Unilever via its small London office.

This is not just a one-off public relations “stunt.” Unilever’s Matt Burgess is quoted as saying, “We want to get the creative back from ‘good’ to ‘outstanding’ again. The best way to increase our chances was to increase the amount of creatives exposed to this brief. This is the overriding driver.” He admits that the move will also save on agency fees.

Social Media, Peperami, Idea Bounty, Unilever, communications, public relations, Makovsky

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