Is co-creation the future of marketing strategies?

The Cannes Lions Festival of Creativity has once again captured the attention of the advertising world. Fortunately, you don’t have to actually be there in person to be part of the conversation. Hot on the heels of the panel that we co-hosted with Ad Age, ‘Why co-creation is the future of marketing strategies’, we’re here with the highlights.

Our panellists were Founder of Costa Brazil, Francisco Costa, Global VP of Communications at Dove, Firdaous El Honsali, and President and Founder of MG Empower, Maira Genovese. 

Together, this powerhouse of cultural voices delved into all the possibilities of co-creation, from Francisco’s experience of learning with indigenous Brazilian tribes in the Amazon and putting their knowledge into his brand, to Dove’s rich history of testing and learning with consumers.  

The power of co-creation in marketing strategies

Co-creation has taken center stage at our Cannes Lions 2023 experience. Along with our guests at the MG Empower cabana, we’ve taken the theme to new heights by exploring the limitless potential of co-creation beyond brand-influencer partnerships. 

Francisco shared Costa Brazil’s unique approach to product development, highlighting his time spent in the Amazon and his collaboration with indigenous tribes: “Thanks to the generosity of the Yawanawas, we’ve tapped into something super unique and wonderful…the experience has played a huge role in the success of the brand.”

Looking back on his colourful career, Francisco noted that co-creation beyond brand deals is really quite new: “When I worked at Calvin Klein, co-creation wasn’t really a thing. It’s something I discovered while building Costa Brazil, and I was amazed at how much the audience resonated, respected, and enjoyed our co-creation story.”

Co-creation as a trust-building tool

“Over the years, there’s been a lot of trust lost with brands. Audiences are far more savvy and they catch onto deception a lot faster. So Dove works with real, authentic communities to help bring back the trust that brands have lost.” – Firdaous El Honsali

Dove’s evolution in marketing showcases the transformative power of co-creation in rebuilding trust. Firdaous explained that Dove actively collaborates with authentic communities to regain the trust that brands have lost. The brand initially employed consumer testimonials, where individuals tested products for seven days and shared their authentic experiences. This approach created a foundation for building a community centered around confidence and reshaping societal perceptions of beauty.

The interplay between brand purpose and data

During the panel, the question of whether brand purpose or data takes precedence arose. Maira emphasised the indispensability of data in winning over audiences: “You cannot win if you don’t add data.” Reflecting on two of MG Empower’s campaigns that followed our co-creative methodology, for PureCane and Stripes, she stressed the need to leverage a blend of data and human insights from the outset to capture audiences at scale. 

Firdaous echoed Maira’s point, doubing down on the importance of striking a balance between brand purpose and data: “We’ve got to remember that at the end of the day, our communication is human to human. We have long lasting communities, we follow them, and we speak to them. However, it’s undeniable that you cannot win if you don’t utilise the data.”

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