MANILA: Major brand owners, including Procter & Gamble and Philips, are using crowdsourcing techniques in their latest Asian campaigns focused on the quality of life. Crowdsourcing – defined by the Merriam-Webster dictionary as “the practice of obtaining needed services, ideas, or content by soliciting contributions from a large group of people and especially from the online community rather than from traditional employees or suppliers” – aims to draw an increased participation and better consumer insights. In the Philippines, companies like Procter & Gamble, Philips, and Unilever use crowdsourcing as a way to push campaigns, identify consumer needs and gain a broader understanding of the market.  Below are some of the crowdsourcing initiatives from the said companies:
  • P&G: Song composition celebrating life in the nation
  • Philips: the “+” project, innovation for better lives in Southeast Asia
  • Identifying issues that affect health and well-being in the country     
              * Unilever: partnership with eYeka, an online marketing community, to create new campaigns in its other markets

     Looking at the concept of crowdsourcing and its applications, the FMCG industry has for itself a powerful and sustainable tool for its operations in the country. Crowdsourcing allows industry players to gain a deeper understanding of its consumers. By getting first-hand insights from their customers, FMCG companies are able to launch more direct solutions and products for their market’s needs. Moreover, crowdsourcing creates an interactive atmosphere between firm and consumer, allowing a more personal approach to business. This could stimulate better consumer loyalty, a greater consumer reach, and deeper market penetration. Crowdsourcing initiatives such as individual and group competitions, surveys and interviews, and consumer research allow industry players to develop a better relationship with the market.

     If the FMCG industry is able to develop the use of crowdsourcing and realize its full potential, there is a bright future for both its players and market. There is a possible improvement in the efficiency of its services, the quality of its products, and the sustainability of its operations. 

(Taken from Campaign Asia Pacific; additional content by Warc staff, October 3, 2013)

by: Emilio Antonio | Marcella Karaan | Julian Martinez | Ivy Zuniga

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