Big Brands Increased Investment In Crowdsourcing By Nearly 50% In 2014

Food, alcohol and automotive brands now leading investment in crowdsourcing – figures from eYeka reveal a dramatic shift and increase in investment.

eYeka, the global market leader in creative crowdsourcing for marketers, has today revealed that the world’s biggest brands are increasingly using crowdsourcing. The company will release a full ‘The state of crowdsourcing in 2015’ report in early 2015.

eYeka, the global market leader in creative crowdsourcing for marketers, has today revealed that the world’s biggest brands are increasingly using crowdsourcing to source ideas and content for their campaigns and product development, indicating the practice is becoming more mainstream.

eYeka’s report on "The state of crowdsourcing in 2015" due out early next year examines how creative crowdsourcing has evolved, and how brands and companies are using it more and more to inspire marketing initiatives and product innovation.

The report will look at the projects run by ten major FMCG (Fast Moving Consumer Goods) giants on the four largest crowdsourcing platforms and is set to reveal that FMCG brands increased investment by 46 percent in 2014 compared to 2013. Key findings include:

  • The top three advertisers investing most in crowdsourcing in 2014 were Procter & Gamble, followed by Unilever, and Nestlé.
  • PepsiCo increased its use of crowdsourcing by 325 percent in 2014, while Reckitt-Benckiser (whose brands include Durex, Nurofen and Clearasil among others) increased its use by 200 percent.

‘The State of Crowdsourcing in 2015’ will also analyse crowdsourcing projects by the world’s top 100 global brands (as defined by the Interbrand Best Global Brands ranking) over the last two years. These figures show that although crowdsourcing was dominated by technology brands in 2013, brands across all sectors are now realising its potential and investing. In 2014, Ford was the brand that launched the most crowdsourcing projects (11) while in 2013 it was Samsung with nine. The top three sectors investing in crowdsourcing in 2014 were:

  1. Automotive
  2. Alcohol
  3. Grocery (excluding alcohol)

eYeka’s customers include major brands such as P&G, Nestlé, Coca-Cola, PepsiCo and Unilever, as well as a variety of agencies that use the crowdsourcing platform to supplement and enhance their internal resources. eYeka success stories include reinventing instant coffee for Nescafé, the connected toothbrush for P&G brand Oral-B, and Hyundai’s global brand campaign ‘live brilliant’.

eYeka will release the full ‘The state of crowdsourcing in 2015’ report in early 2015.


Data presented in this release has been gathered by researchers at eYeka, who looked up publicly available data regarding contests launched by ten major FMCG companies (General Mills, Reckitt Benckiser, PepsiCo, Unilever, Mondelez, The Coca-Cola Company, Nestlé, Procter & Gamble, Kellogg’s and AB Inbev) from four leading crowdsourcing platforms (eYeka, Mofilm, Tongal and Zooppa) in 2013 and 2014.

Data related to brands’ usage of crowdsourcing comes from the "Crowdsourcing by World’s Best Global Brands" timelines, which gathers all contests launched by the world’s top 100 global brands – as defined by the Interbrand Best Global Brands ranking – on social media, brand websites and crowdsourcing platforms.

"Major FMCG advertisers are investing more and more in crowdsourcing to stand out from the competition. Over the last few years advertising has been playing it too safe and as a result, some brands are now indistinguishable from one another, relying on the same formulas. ”No one is smarter than everyone” and in the last year, we’ve seen FMCG companies breaking this mould by tapping into the creativity of the crowd. Crowdsourcing is becoming part of standard marketing processes for major brands as they have seen the results of their early initiatives paying off. Marketers are increasingly reaching out to creative talents, start-ups and innovative solutions providers to get fresher perspectives that resonate with consumers" François Pétavy, CEO, eYeka
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About eÿeka

Rather than offer brands the conventional approach of a few familiar creative eyes to help solve important marketing & innovation challenges, eÿeka connects brands & agencies with a global community of 383,926 highly creative sets of eyes.

The community then competes to deliver the best fresh and relevant ideas in creative contests. Each individual creator brings their unique and fresh perspective to these contests enabling more & better original ideas, in just a matter of days.

By combining the collective intelligence and creative power of our global community with a strategic perspective, eyeka has become the trusted creative partner to many of world’s best loved brands such as P&G, Unilever, Coca-Cola and Nestle.