Unilever ramps up crowd-sourcing with eYeka partnership


Unilever has extended its partnership with co-creation community eYeka, as the FMCG giant looks to further tap into crowd-sourced marketing campaigns.

The deal will see eYeka’s online community of 250,000 creators work across Unilever’s brands to help create marketing and communication campaigns.

eYeka have already worked across a number of Unilever brands such as Clear, Close Up, Comfort, Cornetto, Lifebuoy, Lipton, Lux, Pond’s, and others.

The appointment covers markets across Asia Pacific, Middle East, Russia and South Africa.

Rahul Welde, Vice President (Media) for Asia, Africa, Middle East, Turkey and Russia, Unilever said: “At Unilever, we believe in putting people first. A key role for us as marketers is to create magic and to excite people with innovative ideas. Inviting creative consumers to give their best ideas offers Unilever a great opportunity to re-invent and challenge ourselves. We have worked with the eYeka community for two years on a number of projects and now extend that relationship further and deeper.”

François Pétavy, Chief Executive Officer, eYeka said: "The Unilever and eYeka partnership is a world-first because of its strategic nature and ambition. This is a strong signal that confirms that crowd-sourcing is being recognised as a business accelerator. We have long advocated turning to consumers for ideas and content with consumers as a source of competitive advantage so we are thrilled to partner with Unilever to bring this approach to a new scale.”


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