9 months ago, Belgian advertising agency Famous started the structural collaboration with 150 Flemish and 150 Walloon consumers through their Everybody Famous Community. With more than 34,000 (!) comments already, the everyday stories of the participants inspire the strategy and creativity of the Famous team on a daily basis. But does the online research community really lead to more impactful and relevant campaigns, in addition to being an inspirational resource? In collaboration with students of the EHSAL Management School in Brussels, we investigated the impact of working with community input on the effectiveness of an advertising campaign. Together with Natalie Mas, our ForwaR&D Lab trainee, I’d like to present our findings.
After the successful Smartees in the Dutch office last Tuesday, it was the Belgian team’s turn on Thursday to engage and entertain the 60 attendees at the Communities Smartees.
Hakim Zemni, Managing Director Belgium, welcomed the audience and gave a short introduction on the theme of the day and what was coming next. He then gave the stage to Sam Berteloot, Managing Partner, who shared the story of ‘The Conversation Company’. The ubiquitous trend of consumers moving further, in the sense of becoming more empowered, makes that companies have to move forward as well. Sam described a couple of concrete examples of customer-oriented companies who possess the correct and clear company culture where people can make the difference. A short interaction with the audience made clear that very few attendees see their company as a ‘conversation company’, which clarifies the high level of attention during this first presentation of the afternoon.
How do you make your company truly consumer-oriented? By bringing their voice literally into your office! Our Everybody Famous community is up and running for over more than six months now and it appears to be a great example of how engaging with and listening to consumers can lead to better advertisemnets. Short recap: Famous is the first advertising agency to connect with consumers by having a ‘consumer consulting board’ or an ongoing online research community (MROCs). Each week questions rise on how to translate a clients’ wish for advertising into something that truly means something to consumers. By communicating to them in the most appealing way, a beautiful relationship (with as end goal: a satisfied customer!) starts.
Yesterday evening Famous announced their ‘Everybody Famous’ community at a barbecue event near Brussels (BE). Experts from Famous and InSites Consulting shared insights on this exciting collaboration project, an on-going research community with 150 Flemish and 150 Walloon consumers connecting the strategic and creative minds of Famous with the stories of consumers for more relevant and impact oriented advertising.
Joeri Van den Bergh, Gen Y expert, co-founder of InSites & author of How Cool Brands Stay Hot kicked off, setting the scene of the current advertising landscape. How can advertisers reconnect with consumers?