« As Credit Card Rates Increase so does the Potential for P2P Lending | Main | P2P microfinance for education, entrepreneurship, or work? »
Saturday
Sep192009

Unilever Testing the Value of Crowdsourcing

As the heated debate surrounding crowdsourcing in design and marketing rages on, another big name has decided to turn to the crowds for some help in branding.  Unilever, one of the world’s largest fast-moving consumer product companies, recently decided to offer a $10,000 reward on Idea Bounty for the winner of a competition to advertise Peperami, the company’s popular meat snack for children. 

Unilever owns more than 400 brands, including those pictured to the right.

Idea Bounty is a new crowdsourcing platform for designers and despite being less than a year old, it has attracted big names such as Redbull, BMW, and World Wildlife Fund.

Unilever claims this is not a publicity stunt.  In fact  the company believes that crowdsourcing marketing ideas might be a sustainable strategy they would be willing to consider for their other brands as well. The Peperami competition seems to be in some ways their pilot to test the value of crowdsourcing. Unilever’s Matt Burgess, (Managing Director of the division that owns Peperami) indicates that the company sees potential in creative platforms: "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."

Putting aside the debate about sites such as Idea Bounty or 99 Designs, it is interesting to see Unilever step into this space in such a strong manner.  Unilever is a company that is willing to take risks in the name of innovating ways to stay ahead of its completion.  One example is its Shakti program in India. By partnering with self-help groups it enables rural, poor entrepreneurial women to take on microcredit and purchase consumer goods from small retailers that they can then sell door-to-door and earn income. After several years, some pilots, and alterations, the program broke even, scaled rapidly, and increased revenues by cutting costs, reaching new clientele, and leveraging (while also supporting) local microenterprises to better market its products.   Could Unilver’s decision to crowdsource mark another such attempt to stay ahead of the competition? And if such an attempt is a success, what could it mean for sites like 99 Designs and Idea Bounty?

The truth is that companies like Unilever are not the typical “clients” one might expect at crowdsourcing sites.  Their entry into this field may mark a transformation for creative platforms, (from platforms generally catering to the small guys to ones that have real value for companies earning annual revenues in the billions) and it will be interesting to see the implications of such a transformation.

PrintView Printer Friendly Version

EmailEmail Article to Friend

References (20)

References allow you to track sources for this article, as well as articles that were written in response to this article.
  • Response
    Response: tereie
    MMdlGcsG
  • Response
    Response: wvnzx
    VLAtweXnwbHkOKRrkx
  • Response
    Response: yjjboshvv
    eryggAtNEcRjLTkk
  • Response
    Response: pxfauy
    yxafdkOcEvXQ
  • Response
    Response: mvhcv
    vbHHRxdJqn
  • Response
    Response: uixzok
    jCJuoOgZTZMuKU
  • Response
    - Transcapitalist - Unilever Testing the Value of Crowdsourcing
  • Response
    Response: micro sd 32 gb
    - Transcapitalist - Unilever Testing the Value of Crowdsourcing
  • Response
    - Transcapitalist - Unilever Testing the Value of Crowdsourcing
  • Response
    - Transcapitalist - Unilever Testing the Value of Crowdsourcing
  • Response
    Kemp is owed $72 million through 2019.Let me make a recommendation, receive the one particular you think you'll have the harder time with, push you in spots that you are weak at and you'll be described as a more effective athlete and obtain into more beneficial shape and health and wellbeing. ...
  • Response
    Crushed Jalapeno All kinds of peppers. Test your hooks regularly to make sure they're sharp enough. If you don't like the policy or maybe the bundle is not something you need right now then you can terminate the insurance policy in the next 30 days. A entire of intimate flow feeling ...
  • Response
    The device transmits a sound which is annoying to the actual squirrel and utilizes an super red light which will disorient them.What is the most expensive bag in the entire world? Outside of all doubt it is Hermes Crocodile Birkin. Test your hooks regularly to make sure they're sharp enough. The ...
  • Response
    Without a good content strategy, you won’t be successful.The sixth deadly sin is silicone tire conditioner. Pick one up at your local auto parts retailer or even search online to obtain the goods. As being a method to qualify, 1 needs to sit for your a+ exams and on passing, is ...
  • Response
    You'll discover several sneakers by using several styles, colours along with makes offered at Net shops.We ultimately got our dream home and addition through a construction process that was painless to our family of five.5 percent of our house complete at closing, but the last . Otherwise, you may get hurt ...
  • Response
    Response: Cheap NFL Jerseys
    There are many hundreds of things you can create with printed balloon supplies to create a statement. This will usually be the reason for the hold off in moving.Although the risk of concussion is inherent in sports participation, decisions as to what sport to participate in can help mitigate the risk ...
  • Response
    Response: Cheap Jerseys
    Interested in finding more about the topic of accounting consultants? Be sure to go to Google and look for chartered accountants yorkshire.nevillescoffee. Ask him a question, and you'll be leaning in just to hear the response. These companies have a big responsibility in helping the move, they are required to box ...
  • Response
    In 2002 he was featured in The Times as 榦ne of the 25 scientists whose work will shape the future? Are Helium Printed Balloons a Laughing Matter?Odubel Herrera Pulled From Game For Not HustlingRealGM WiretapOdubel Herrera was pulled from Monday night's game by Pete Mackanin for not running out a routine ...
  • Response
    in the face of such a bad winter weather, posing as "new annatto" sales, and the corresponding construction " first is held for a period of two months long Jiangmen first classical furniture woodworking skills competition, is to concentrate on the in
  • Response
    they complement each other. Wang from Zhengzhou, in unprofitable will withdraw and flee.sandalwood has always been for the physicians of the attention the single piece of furniture is difficult to repurchase. although Hainan pear fragrance, after Sep

Reader Comments

There are no comments for this journal entry. To create a new comment, use the form below.
Member Account Required
You must have a member account on this website in order to post comments. Log in to your account to enable posting.