Production problems are leading marketers to try crowdsourcing marketing again

Digiday 17 Apr 2020 04:00

Crowdsourced campaigns, long a dwindling tactic in the marketing world, are experiencing a (perhaps fleeting) return to prominence. 

With expensive, high-end campaigns impossible to shoot and likely to rankle with anxious, housebound people on stretched incomes, companies are turning to their consumers for content to mitigate those risks. Not only are crowdsourced campaigns inexpensive to produce, but they’re also a crutch for those companies that want to continue marketing in a way that’s not perceived as callous or ignorant. After all, it’s harder for people to criticize a campaign built on human stories.  

“User-generated content gives advertisers a proxy with which to continue marketing without looking bad,” said Rebecca Winch, group head of creative and production at Miroma’s global communications agency Way to Blue. “Marketers feel they can’t pretend the coronavirus isn’t happening and carry on as normal so they decide to use their fans to help solve the issue.”

Converse’s marketers are asking fans of the brand to create content from their home to be used on its social channels, while those at the Getty Museum are asking their followers to recreate works of art. Meanwhile, Unilever’s PG Tips tea company wants people to share instances where they’ve had a virtual cup of tea with those who may need a bit of extra company during the lockdown, while The England and Wales Cricket Board is crowdsourcing content from cricketers keeping themselves occupied at home. In the U.K., Commercial broadcaster ITV is using the messages of support viewers post to its social media profiles in ads that are shown daily as a way to keep spirits high across the region. 

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Rebecca WinchMiromaGetty MuseumWales Cricket BoardAbigail Morrish
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