A big consumer health company owns a large part of its success to its innate entrepreneurial culture and the according champion spirit. A perceived downside of this result-oriented culture is that its employees are sometimes too focused, and therefore do not share or collaborate much across categories, silos or regions. Consequently, the company feels it may be missing out on valuable opportunities or untapped creativity to build and grow a newly acquired sexual intimacy brand and become the worldwide number one Sexual Confidence brand for Intimate couples.
Therefore, they challenged their community to build and grow a brand pipeline that empowers women to feel sexually confident and enables couples to experience sexual intimacy in their relationship throughout all phases of their lives.
I witnessed lots of good engagement. The output was well-received from our side; the ROI of this exercise looks good!Project Sponsor Inspire Cupid
Venture Spirit helped the client to set up a gamified challenge called Inspire Cupid, including clear participant briefings. Because of the sensitivity of the theme under discussion, a discrete communication campaign was set up. To make sure the employees and their partners felt comfortable contributing their ideas, Venture Spirit watched over the complete anonymity of the game in any phase, from information sharing to recognition of winning ideas and participants.
In three weeks’ time, more than 100 new product and service ideas were generated by the community and identified for further take-up within two important focus areas: sexual health for him and her, and tailored products for consumers. The selected ideas and clusters were further explored with regards to consumer needs, technology, and size of the opportunity, aiming to quickly elaborate them into concept boards to move forward. Today, the brand is integrating them into its strategy and transforming the ideas into live projects.
- A new way of working was introduced, fueling the Innovation Practice within the FMCG player
- The game was used to creatively share ideas on intimate topics, actively asking the community to share own experience and stories
- Participants could experience a new way of working, an anonymous platform to share information on a sensitive topic