Etat du crowdsourcing en 2015
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18 Pages


How the world’s biggest brands and companies are opening up to consumer creativity



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Published 20 April 2015
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Language English
Document size 3 MB


IN 2015
How the world’s biggest brands
and companies are opening up to
consumer creativity
Prefaced by Jeremiah Owyang, founder of Crowd Companies™
1#CSReport2015 Executive summary:
Since 2006, when the term crowdsourcing Key fndings of this report include:
frst appeared in Wired’s “The Rise Of Crowd -
sourcing” article, it has generally been ac- 85% of the 2014 Best Global Brands have
cepted that using crowd creativity is a new, used crowdsourcing in the last ten years.
better way to innovate and market products.
But nearly a decade on, little is known about The Best Global Brands are three times
the corporate adoption of crowdsourcing. So more likely to use crowdsourcing
plathow has crowdsourcing evolved in that time? forms than websites and social media for
By whom is crowdsourcing being used today? their crowdsourcing efforts.
And are the world’s biggest advertisers and
most valuable brands really using it to inno- Fast Moving Consumer Goods (FMCG)
vate and market their products? giants increased investment by 48% in
2014 compared to 2013.
For the frst time since the inception of the
phenomenon, this report takes a (big) step Of these ten companies, the top three
back to look at the evolution of corporate crowdsourcing users in 2014 were Procter
crowdsourcing since the mid-2000s. By ana- & Gamble, followed by Unilever and Nestlé.
lyzing objective and verifable data sources,
spanning crowdsourcing activity from over The most crowdsourced type of content
ten years, we extracted some important in- by the Best Global Brands is video content
sights about the state of crowdsourcing, and (45% of all initiatives in 2014) followed by
how it is used for marketing and innovation ideas (22% of all initiatives in 2014).
across the globe.
Coca-Cola used crowdsourcing 34 times in
We looked at two data sets: the crowdsour- the last 10 years, while Pepsi tapped into
1cing activity of the 100 Best Global Brands creative crowds 30 times, Danone 28, and
since 2004, as well as that of ten major FMCG Samsung 27 times.
companies on four leading crowdsourcing
2platforms in 2013 and 2014 . Let us start on a lighter note, with a short
1 As defned by the Interbrand Best Global Brands ranking, the “defnitive list of the world’s most valuable
brands.” See
2 See page 17 for more about the methodology.
The State Of Crowdsourcing 2015Preface by Jeremiah Owyang, founder of
Crowd Companies™
In December 2013, I launched Crowd Com- We have shown that over 150 leading brands
panies, an association for large brands that have joined this peer-to-peer Collaborative
want to better understand and partner with the Economy, tapping the crowd as a business
Collaborative Economy. I was struck by how partner. But we are still lacking insights
repowerful the collaborative economy has be- garding the adoption of creative
crowdsourcome, and how large companies weren’t ready cing – or how companies source external
for the impacts it would have on their business creativity for their innovation and
communimodels. cation pipelines. This report, based on a
solid methodology, is a frst step towards better
understanding the usage of creative crowd-«I was struck by how sourcing by leading brands. It shows how
brands have used it in the past (video produc-powerful the collaborative
tion is still number one, but creative ideation
economy has become, and is a growing application), who are the major
players in the feld and where we are large companies were
not ready for it.»
«This report is a frst step
Today, even the biggest corporations know
that they can be quickly disrupted by the next towards better
understanUber or Airbnb, where crowds are central to
ding the usage of creative their success. Knowing that facts and data are
needed to make real decisions, Crowd Compa- crowdsourcing by leading
nies launched a series of projects to get some
real-world insights on how this new economy brands.»
is impacting our daily lives, and that of our
business models. Will crowd-empowered companies and
agencies outsource idea generation
systematicalWe organized summits in which we educate ly, as the data suggests? Will the crowd allow
business leaders on this powerful move- resilient brands to turbo-charge their
innovament; we designed many infographics, which tion efforts? Is crowd creativity like “creativity
quickly grew to show that crowds impact all on steroids” for companies? Only the future
areas of society; we showed that funding of will tell us, but I know for certain that we must
collaborative economy start-ups has explo- collaborate with our customers to succeed.
ded in 2014; we surveyed 90,000+ people to
fnd out exactly how they share, make, P2P
lend, and crowdfund; we explained how large «We must collaborate with
corporations are embracing the trend – like it customers to succeed.»or not – of crowdfunding and co-innovation.
3#CSReport2015 Jeremiah Owyang helped major
companies navigate the frst
phase of sharing, called social
media. He’s committed to
helping companies through the
second phase of sharing, as
people share and create the
physical world around them.
Jeremiah Owyang: If companies don’t
adapt, they face disruption
The State Of Crowdsourcing 2015Introduction: Crowdsourcing has come of age
(and generally large) network of people in the
form of an open call.
Two years later, in 2008, Howe published his
book “Crowdsourcing, Why The Power Of The
Crowd Is Driving The Future Of Business,”
which earned him praise and recognition
far beyond the geek community. Since then,
crowdsourcing has come a long way.
Entrepreneurs have built crowd-based platforms
that sell everything from t-shirts to
marketing ideas or logo designs; researchers have
written PhD theses about the practice, while
consultants publish guides and “how-to”
books to help companies maximize the
results from crowd sourced initiatives.
Entrepreneurs have built
many platforms,
researchers have written papers,
and consultants published
Figure 1: The Wired cover from June 2006, with
«Crowdsourcing» on the top “how-to” books.
The frst time the term “crowdsourcing” ever In 2011, Forrester Research released its frst
appeared was in 2006, when Jeff Howe wrote report on the subject, explaining that
crowdan article for Wired in which he explained how sourcing networks were emerging as a viable
frms have started outsourcing a lot of their model to fll a content gap in the video pro -
internal tasks over the web. “Remember out- duction supply chain. In December of that
sourcing? Sending jobs to India and China is year, Japan’s third largest advertising agency,
so 2003,” his article begins. “The new pool of ADK, announced the formation of a
stratecheap labor [is] everyday people using their gic partnership with creative crowdsourcing
spare cycles to create content, solve problems, platform eYeka, while management and
techeven do corporate R&D,” explains Howe citing nology consulting frm Booz Allen Hamilton
then pioneering crowd-based initiatives like announced a similar alliance with
crowdsourWeb Junk 20, iStockphoto, Innocentive and cing pioneer InnoCentive.
Amazon’s Mechanical Turk platform along
the way. Howe asserts that crowdsourcing Then in 2012, the integrated marketing
comrepresents the act of a company or institu- munications agency Havas acquired the
tion taking a function once performed by em- crowd-based agency Victors & Spoils, and
ployees and outsourcing it to an undefned the leading graphic design marketplace
5#CSReport2015 99designs acquired a European competitor to For the frst time since the inception of the
continue its global expansion. In September phenomenon, this report takes a (big) step
2012, eYeka released the frst visualization back to look at the evolution of corporate
of the use of crowdsourcing by brands over crowdsourcing since the mid-2000s. By
anatime. This visualization took the form of a lyzing objective and verifable data sources,
single timeline, which gathered all contests spanning crowdsourcing activity from over
launched by the world’s 100 most valuable ten years, we extracted some important
inglobal brands on social media, brand web- sights about the state of crowdsourcing, and
sites and crowdsourcing platforms, and it how it is used for marketing and innovation
has been updated ever since. In late 2013, the today.
data showed how the use of crowdsourcing
has exploded since the early 2000’s, clearly We fnd that, among the 2014 Best Global
demonstrating how brands increasingly use it Brands, 85% have used crowdsourcing at least
to pursue marketing- and innovation-related once in the last decade – meaning that only
business objectives. But where do we stand 15% have never used it. These late adopters
today? How much do brands actually use include brands from sectors like
Fashion/Apcreative crowdsourcing? parel (Gucci, Cartier, Ralph Lauren and Hugo
Boss), Retail (H&M, Ikea and Zara), but also
from Finance/Insurance (Axa), and Others Where do we stand today? (Accenture and FedEx).
How much do brands
ac85% of the 2014 Best Global tually use creative
crowdBrands have used crowd-sourcing?
sourcing in this decade.
Figure 2: Cumulative crowdsourcing adoption by the Best Global Brands since 2004
The State Of Crowdsourcing 2015FMCG and Technology brands dominate the
crowdsourcing space
Figure 3: Evolution of crowdsourcing usage by the Best Global Brands, broken down by sector
The above fgure indicates that, while crowd - Data from the constantly updated
crowdsoursourcing was dominated largely by technolo- cing timelines also allows us to say which
gy brands in the early days, FMCG companies brand is the most active crowdsourcing user
have overtaken this pioneering sector and in the world. We found that THE brand that
constituted the most active sector in 2014. leads the pack in terms of crowdsourcing is
Coca-Cola, the frst-ranked of Interbrand’s
ranking since the frst edition in 2007 (before In 2014, FMCG brands
it was overtaken by Apple in 2014).
have overtaken technology
brands in terms of
crowdsourcing usage.
7#CSReport2015 FMCG Technology Automotive Industry/Energy Finance/Insurance
Figure 4: The 15 Best Global Brands that most use creative crowdsourcing since 2004, shown by sector
The beverage brand used crowdsourcing 34 activity of some of the world’s leading FMCG
times over the last ten years, while its run- producers and marketers. To do that, we
exaner-up and eternal challenger, Pepsi, tapped mined publicly available data on contests
into crowd creativity 30 times. Then, the wor- launched by ten leading FMCG companies
ld’s leading dairy brand Danone, Samsung on four leading crowdsourcing platforms in
and General Electric (GE) follow in terms of 2013 and 2014. Just counting the number of
crowdsourcing activity since 2004. To go fur- contests that these companies launched in
ther, we wanted to explore the crowdsourcing these two years shows a sharp increase in
crowdsourcing usage.
Figure 5: Evolution of crowdsourcing usage by FMCG companies for the years 2013 and 2014
The State Of Crowdsourcing 2015Our numbers show that in 2014, FMCG com- This growth was fueled by companies such
panies have increased their crowdsourcing as PepsiCo, Reckitt-Benckiser and
Mondeusage by 48% year-over-year. That year, all lez, with only two brands decreasing their
ten FMCG companies listed in this report en- usage between 2013 and 2014: Procter &
gaged in crowdsourcing on one or more of the Gamble and The Coca-Cola Company. As
platforms listed here (in 2013, General Mills the below table indicates, in which the FMCG
was the only one not to have launched any companies are ranked in descending order
contest). by usage of crowdsourcing, there is great
variation in how crowdsourcing adoption has
evolved between these two years.Usage of crowdsourcing by
FMCG companies grew by
48% between 2013 and 2014.
Figure 6: Crowdsourcing usage by leading FMCG companies in 2013 and 2014
9#CSReport2015 Projects in 2013 &
Projects in 2013 Projects in 2014 YoY
2014 (share in %)
Procter & Gamble 57 (28%) 30 27 -10%
Unilever 40 (20%) 17 23 +35%
Nestlé 22 (11%) 9 13 +44%
PepsiCo 21 (10%) 4 17 +325%
AB Inbev 16 (8%) 6 10 +44%
The Coca-Cola Company 14 (7%) 8 6 -25%
Reckitt Benckiser 12 (6%) 3 9 +200%
Mondelez 9 (4%) 3 6 +100%
Kellogg’s 7 (3%) 2 5 +150%
General Mills 5 (2%) 0 5 -
Table 1: Crowdsourcing usage by leading FMCG companies, ranked in descending order, and its evolution
between 2013 and 2014
Open innovation pioneer Procter & Gamble (the priorities that led the company to focus less
company was the frst to launch an open in- on getting external creativity from consumers
novation program in 2001, called Connect+De- in 2014. Its archrival Unilever and the food &
velop) is still leading the pack when it comes beverage companies Nestlé and PepsiCo are
to usage of crowdsourcing, but it seems to be catching up by increasing their usage of
crowddecreasing. This may suggest increased ef- sourcing, some of them by multiplying it
manifciency and productivity thanks to learnings fold. Unilever has accelerated the pace with the
accumulated from an early start, or a shift in launch of The Unilever Foundry in May 2014.
One example of a major company’s crowdsourcing
effort is the launch of The Unilever Foundry, in May
2014. “The Unilever Foundry builds on a lot of work
that we’ve already done – and will continue to do
– to engage with startups,” Marc Mathieu, Global
SVP of Marketing, explained in an interview with
Rafe Ring for Campaign Asia. “We’ve worked closely
with the eYeka’s and Moflms of this world [and] The
Unilever Foundry takes these ‘experiments’ and
embeds this as an ongoing way of working.”
The Unilever Foundry now acts as a central hub
to house all crowdsourcing briefs of the company,
with the objective of better organizing outsourced
activity as a commitment to more effective
marketing. In February 2015, Unilever announced that it
seeks to increase the use of crowdsourced
innovations tenfold globally by 2020.
Unilever wants to increase the use of
crowdsourced innovations tenfold by
Marc Mathieu, Global SVP of Marketing
The State Of Crowdsourcing 2015