From Headbox to the Hub: Our Co-Creation Story

This story begins in 2004, a year when 120 million Americans voted George Bush Jnr into government for a second term, The Lord of The Rings: Return of the King won 11 Oscars, Ireland introduced the smoking ban and a small start-up called Face started to get going.

In 2004 participating in social media was not a widespread activity, early adopters and young people were the groups pushing the format forward and exploring its possibilities. In its early days Face was helping brands stay close to young people and therefore close to the ensuing high paced changes in on-line behaviour they were leading.

Skip forward three years and in May 2007 Face launched the first ever co-creation community, Headbox.com. Headbox was the result of spending loads of time with young people, researching their habits and ultimately understanding the way they interact with each other and with brands.

At the time there were no on-line qualitative research platforms for any category, let alone youth, the driving force behind the internet. In 2007 social media was beginning to reach its massive potential and the world of research needed to react. By offering clients a way into the minds of young people it opened up a more collaborative and mutual relationship between consumers and brands.

This was an extremely exciting time for Face; working in a more concerted and creative way was being adopted as a philosophy. It was the beginning of the co-creation driven approach that would define the company, although the term co-creation was not being used just yet!

It was whilst presenting our second annual TechTribe report at the 2007 MRS Youth Conference when the real turning point came. The Axe team had seen our presentation and were interested in our approach. Axe wanted to engage with their consumers more closely and involve them in every step of the marketing process.

It was here at the 2007 MRS Youth Conference that co-creation was first put forward to a client brave and willing enough to try something new.

A few months later in the heat of Alicante, Spain, 16 young, creative Axe consumers from Headbox took part in Face’s first big co-creation project. Working alongside the Face and Axe team their task was to co-create an Axe Summer Variant.

The co-creation workshop and co-creative approach was an instant success. By the end of 2007 we had co-created with Axe again on the infamous Dark Temptation ‘Chocolate Man’ variant as well as completing a co-creation project with Rexona, developing a new variant with their female consumers.

At the beginning of 2008 Face’s online qualitative research communities began to gather pace. First, net giant Google teamed up with Face to create a three-month immersive research community with teenagers. The community focused on the future and relevance of internet search and produced some amazing insights that are still thought highly of within Google. Following on from this Doritos commissioned Face to create a community steering group with the intention of helping the brand open up their communication and develop a clear social media strategy for their ‘You Make It, We Play It’ crowd-sourcing campaign.

In the Summer of 2008 Face worked alongside Tango in a combined online and face-to-face co-creation project. The aim was to define the planning and positioning of Tango for their 2009 re-launch. The project was successful and led to the release of ‘Tango With Added Tango’ in May 2009 and provided the backbone for the overall Save Tango campaign.

By this time social media had spread across many demographics, and it was quickly learnt that co-creation could be applied to any audience, anywhere, at any time.

With this revelation firmly at the front of its mind Face started to explore the relationship between women, technology and the internet. This exciting new space was already being asked about by clients who were interested in how they could use Face’s approach to get closer to women, the gatekeepers of family life. The result of our interrogation into this subject was the original Women & the Web 2.0 Report.

The results of this were astounding, much like youth in previous years, women were creating a niche for themselves, finding their own space on the web. The knock-on effect of the report saw Face engage a group of women both online and face-to-face to build the first co-creation community for women, Mindbubble!

It was an instant hit. Boots were the first brand to work alongside the Mindbubble ladies, co-creating new products for their make-up lines. Following in the footsteps of Boots came Surf, Knorr, Dove, Comfort and Air Wick, all wanting to harness the power of the opinionated and creative Mindbubble ladies.

Moving into 2009 and Face did not rest on their laurels, the natural restlessness within the company lead to the development and launch of Face Wired. Designed to develop the potential of co-creation in the planning sphere, Wired immediately teamed up with The Carphone Warehouse to help develop their social media strategy. The Carphone project included the use of Pulsar, Face’s brand new real time research tool.

Pulsar enabled Carphone to get even closer to their consumers and listen to what people were saying online. The speed and accuracy of Pulsar meant that the results could immediately be plugged into innovation and planning movements.

By this time, the floodgates were open; the size of the Face team had quadrupled and Midford Place, Face’s headquarters, had become the epicentre of everything co-creation. Community, Social Media and Co-Creation projects were coming in thick and fast and as Face’s ambitious goals were beginning to be reached, another organic step was taken, adapting the co-creation process for advertising.

It was becoming clearer and clearer that research, innovation and planning should and could work together in a tighter environment. A continuous process needed to be adopted, as opposed to one based on silos; and consumers should sit in the heart of this process.

This idea was the seed for Face’s hugely popular and controversial presentation, Do Brands Really Need Agencies. Within a packed room at London’s Groucho Club, brand managers and agency people ascended to listen to what this new adaptive approach could do for the industry. One of the agencies taking part in the conversation at the Groucho Club was Face office mates and advertising gurus, Farm!

Farm agreed that the industry needed a shake up and that for brands and agencies to really understand the needs and wants of their consumers they would need to work with them, not at them.

In November 2009 Face and Farm worked closely together to help Skinny Cow develop ideas and create their latest advertising campaign – ‘Oh Yes You Can’. The collaboration took place online within Mindbubble and face-to-face with members of the brand team, Farm creatives and Mindbubble ladies all under the guidance of Face’s robust methodology.

After the experience of collaborating and co-creating with Farm, the two agencies started to talk about how this partnership could become a permanent yet agile business model. Here the idea for the Co-Creation Hub was born and a new way of doing things began to take shape.

After hours of meetings, arguments, laughter and much deliberation The Co-Creation Hub London was brought to life. The Hub is a collective of organisations, academics and individuals who passionately believe in doing things ‘with’ people rather than ‘at’ people.

Alongside Face the other founding members of the Co-Creation Hub London are Farm, the advertising agency, which has co-created communications for Nestle’s Skinny Cow; Opticomm, the media planning agency; Touch of Mojo, the brand design agency; and thrudigital, the social media development agency. And, they are actively looking for organisations and individuals from different fields that share their way of thinking, to get involved and help develop the co-creation movement.

Andrew Needham, founding partner of Face, as well as group managing partner of Tangible Group London, a core division of Cello Group Plc, is one of the key instigators of The Hub:

“The Co-creation Hub – London recognises that social media isn’t simply another channel; it has fundamentally changed the way consumers interact with brands. We need a more collaborative, adaptive and continuous model of marketing – one that is based on the core co-creation principle of doing things with people not at them. We call it Adaptive Brand Planning. It is a model that will ultimately be better placed in helping our clients deal with the advent of social brands”

The Hub’s belief that great ideas can come from anywhere means there are huge untapped resources out there that can flourish in a co-creative environment. The Hub is looking for organisations and individuals from as diverse a field as possible who share the same co-creation driven way of thinking, whether that’s a manufacturer, an artist, a school or even a government.

The launch of the Hub coincides with the release of Axe Twist, the first 100% co-created product. In July 2008 Face co-created with 16 core Axe consumers from the US & the UK to create a new fragrance based around ‘freshness’. The workshop, which took place in New York, was a huge success and saw the idea behind the product (a fragrance that changes from day to night), the name and the actual fragrance itself co-created. Twist hit the shelves in late 2009 and early signs are that it is performing well in the market.

The Co-Creation Hub is the next chapter in Face’s collaborative history and is set to be as innovative, fresh, open and disruptive as the last one.