I’ve previously written about some community outreach work we conducted on behalf of Mornflake, a 300 year old British cereal producer. We devised and managed a UGC video competition to support the launch of its new products by adopting a highly innovative approach to community outreach to find a wide variety of video creators.
We partnered with a group of independent thinkers based in Lithuania, Minciu Sodas led by Andrius Kulikauskas. This network spans many continents and countries. For a modest fee Minciu Sodas harnessed the individuals in its network to;
- Work openly using public wikis to collaborate and create seeding content
- Research and catalogue over 500 online communities of interest
- Approach and engage those communities in an authentic way
- Document the outcomes and learning from our experiences
1. List of 500 UK online communities with some data on member stats
2. A full report on how we did this, the benefits, outcomes and some of the downsides
I’ve been working in the online community space since 2001. In that time, I’ve never seen such a successful approach to seeding and community outreach. Nor have I seen a report as comprehensive as this. The social web is a crowded place and even well known brands with big budgets underestimate the effort and skill required to achieve high levels of participation.
A big UK household brand, Oxo, commissioned a video competition around the same time as Mornflake’s where its winning entries were aired on TV during the X-Factor finals. Mornflake’s campaign generated more videos in less time, and almost certainly at less cost. This is the value of authenticity.