Mindbubble, Face’s online co-creation community for women, was included in a very interesting article on the NMA website today. Using Mindbubble as an example the article explores the benefits brands can reap when using the internet to connect and collaborate with their consumers.
The article named simply ‘FMCG Brands’ runs through examples of how brands are successfully using communitites and social networks to close the gap between themselves and their target market. Citing the advantages of online communitites specifically the article said of Mindbubble:
Other FMCG brands are experimenting with tapping into third-party communities. Mindbubble, an online community aimed at women aged 25 to 50, was launched in May 2009 by co-creation agency Face, allowing collaboration with brands on product development and marketing.
Aquafresh, Boots, Comfort and Surf have been involved in piloting the concept. “It provides a platform for exploring ideas more dynamically, building on consumer feedback iteratively with input from various people internally as well,” says Joel Dawson, head of digital marketing at Boots UK. “This approach has proved to be a useful tool for product innovation and has provided us with a number of ideas which are currently being brought to market.”
