2. User Generated Contents
How companies are using UGC worldwide
On January 2010, Pepsi In 2010, the Doritos brand Vitaminwater, a Coca- Coin Group chose to
Company has launched has repeated for the fourth Cola brand, was relaunch the UPIM
the Pepsi Refresh time the Crash the Super looking for a deeper brand through
Project. They've invested Bowl, a contest where they engagement with its crowdsourcing.
20 million dollars in this asked their customers to consumers, so decided Thanks to the contest
UGC campaign, money realize videos to be to involve its fans on on Zooppa they
that had previously been broadcasted during the Facebook to find a achieved 4.740 new
used for tv commercials SuperBowl. brand new taste for its logos and a great viral
during the SuperBowl. energy drink . effect.
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3. Overview
Zooppa is a company that thanks to the Internet, has
launched a new model for advertising.
This is defined as User Generated Advertising: the
consumers themselves create their own ads for the
brands.
For each campaign launched on Zooppa.com, the
registered users can participate posting concepts,
videos, print ads, banners and radio ads.
Today Zooppa.com is situated in Italy, US, Brazil and in
Europe.
Founded in 2007, Zooppa.com is housed by the
technological incubator H-Farm. Located near Venice,
Italy, H-Farm is a center for research and innovation
focused on the fields of technology and new media.
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4. Numbers (Feb 2007 - Mar 2010)
Some of the campaigns launched on Zooppa
“Zooppers” (users) registred : 60.000+
Campaigns: 96+
Contents: 35.000+
Average contents per contest:
60-100 videos
400-1000 print ads
> 50 banners, radio ads and concepts
Comments: 700.000+
Page views (from February 2007): 20.000.00+
Absolute unique visitors Zooppa.it (last month): 34.944
Average daily unique visitors (last month): 1.640
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5. Community users
Almost the 55% of the Zooppa community is from 19 to The users divide themselves into two rather homogeneous
30 years old. groups: students who work with graphic design, the Web, and
video production, and professionals in the same fields.
<18
2,5%
41-50
9,9% office workers, traders, craftsmen
17%
>50 unemployed
4,4% 3% students
35%
36-40 19-25
9,6% 30,2% managers
6%
31-35 art director, copywriter, account
17,6% 11%
26-30 web and graphic designers, videomakers
25,9% 28%
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6. Campaign flow
Brief definition with the Client
Campaign promotion through newsletters, social networks,
word of mouth, website partners
Community members create and spread ads
Winner selection
Results analisys and post contest report
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7. Why Zooppa?
Launch new
products/ Increase
services brand
visibility
Build a direct
relationship with
Start a customers
conversation
about the
brand
Increase Find new
Entertain
brand potential users
customers
awareness
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8. Zooppa benefits: Creativity
Sponsoring an advertising competition through Zooppa, 60.000
members of its creative community enter in deep engagement with
your brand.
Our community members are often young communication
professionals. Therefore both the quality and the quantity of ads
are maximized and a positive outcome is guaranteed to your
brand.
On average a contest on Zooppa allows to achieve more than
1.000 user-generated ads, distributed as follows:
‣60 - 100 videos
‣600 - 1.000 print ads
‣more than 50 contents among banners, radio spots and
concepts.
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9. Zooppa benefits: Engagement
Zooppa allows companies to achieve their target,
facilitating a conversation with users and involving them
into the communication process.
Blog, forum, comments on Zooppa are only some of
our most common tools used to build a confident
relationship with members.
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10. Zooppa benefits: Viral Effect
Zooppa spreads the ads on the social networks and
video sharing sites. The community members do the same, helping to
promote your brand through the viral distribution.
Since the most voted works are the ones that finally win, the community
is strongly motivated to spread their works in the Internet.
Thanks to an integrated software we can know the views tracking of
posted contents.
viddler, veoh, dailymotion, Youtube, vimeo, metacafe,
yahoo.
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11. Zooppa benefits: Perception
An advertising competition sponsored on Zooppa allows to
reach a real feedback about the brand perception coming
from users contents.
The community works in fact can be considered as an
enlarged focus group, representing perfectly the most
active on-line users of our society.
Interesting conversations about brands start spontaneously
through the users comments and forum: all this info are
are finally analyzed with the community’s ads.
Zooppa offers companies an exhaustive report with
quantitative and qualitative datas about posted contributes.
Precious suggestions for the future communication
strategy.
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12. Case histories
Click here to watch the video Click here to watch the video Click here to watch the video Click here to watch the video
Best Western needed to Mini chose the italian
Google Italy chose Zooppa for Microsoft sponsored a
the launch of the new browser, contest on Zooppa.com make its image cooler and community of Zooppa to
Google Chrome, in Italy. The in order to increase the closer to the young people, advertise the launch of the
community proposed more brand awareness of their looking for a deeper brand new MINI models: Mini
engagement with the Abbey Road and Mini
than 800 contributions: product: Office Live -
consumers. At the end of the
videos, print ads and banners. Small Business. The Trigger, using the User
contest, a selection of
A selection of the works has community realized more Zooppers works was spread Generated Contents
been spread through the official than 50 videos and 160 in the tv channel of the hotels approach.
Google Chrome channel on print ads. located all over Italy.
YouTube.
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13. Case histories
Click here to watch the video Click here to watch the video Click here to watch the video Click here to watch the print
Nestlè KitKat used the The contest sponsored by Universal Music decided to When Pago’s pay-off changed
creatives works posted on Negroni on Zooppa sponsor an advertising in “Pago, Paradise yourself”,
Zooppa to realize its official achieved great results: the competition on Zooppa in the company worked with
banner campaign. community members order to support the launch of members to evaluate their
The winning radio ad is posted 77 videos, 937 “The boy who knew to much” brand perception.
available on the Radio Deejay print ads, 33 radio ads, 79 Mika’s album in Italy. At the end of the contest, all
podcast. banners, 177 concepts Community members posted ads were analyzed and
and 41.024 comments. 75 video ads. Zooppa prepared an
exhaustive marketing report.
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14. Best of videos
‣ In the clouds
‣ Happy Birthday
‣ TomTom Version 0.1 ‣ Music Inside
‣ Havaianas stop motion ‣ 1970/2000 Negroni
‣ Voilà ‣ Rules are changed
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15. Best of videos
‣ In the clouds
‣ Happy Birthday
‣ TomTom Version 0.1 ‣ Music Inside
‣ Havaianas stop motion ‣ 1970/2000 Negroni
‣ Voilà ‣ Rules are changed
martedì 27 aprile 2010
