Want to continue reading this article?
SITUATION
Launching a New Product to a New Audience
A global CPG company was launching a new product line in an entirely new market segment. While the company is a leader in many product categories, this launch was different. They were working on a new line of teeth aligner products—a space they were entering for the first time—and they needed the brand to resonate with a young consumer audience on a deep level. The company wanted a way to crowdsource both product names and brand elements as they prepared to launch. In particular, the company was seeking a creative new name for its product line that would appeal to US-based consumers in the 21–28-year-old age range.
GATE
Our MindSumo challenge provided some really incredible insights and food for thought. We had never used crowdsourcing to engage with consumers this way and we were really pleased with both the quantity of ideas and the depth of the insights that came from MindSumo – Jarrad, Director of Marketing
SOLUTION
Deep Insights and Market Validation Through Crowdsourcing
MindSumo worked with the company to scope a crowdsourcing challenge that not only tapped the right consumers for product line names, but also gave consumers a creative space to express their feelings and opinions about the product line.
Using the MindSumo platform, the company was able to crowdsource hundreds of name ideas. The MindSumo community is made up of Millennial and Gen Z consumers, making it a perfect match for the information the company was looking for.
RESULTS
Confidence Moving Forward
Through the MindSumo platform, the company gathered over 220 creative product line name ideas as well as deep insights from their target market of consumers. Many participants expressed genuine excitement about the potential for the new aligner product, validating the company’s marketing position. The company also received additional ideas for elements outside of the product line name, including ideas for packaging. Furthermore, crowdsourcing participants provided deeper insights on oral care in general, which helped to inform product line decisions.
Industry
Consumer Packaged Goods
Number of Employees
34,500 Employees
Company Revenue
$15.69 Billion
Areas Served
200+ Countries and Territories
220
New product name proposals received
10+
Name proposals the company plans on testing further
7+
Subsequent crowdsourcing challenges to get ideas for product line strategy
THE TEAM
Keaton manages the MindSumo business segment of MBO and is in charge of business development and building client relationships with enterprises and innovators on the platform.
THE TEAM
Vice President, Product
Keaton manages the MindSumo business segment of MBO and is in charge of business development and building client relationships with enterprises and innovators on the platform.
You May Also Like
How a Global Professional Services Corporation Tapped Open Innovation for Social Impact
How can a corporation that is serious about social responsibility launch the most effective campaigns in its focus areas?
Quick Solve Challenges Prime the Innovation Pump for a Global Technology Company
Innovation comes in big and small sizes. Moonshots—those products and services that disrupt the status quo and create new realities—are…
National Home Products Company Crowdsources 50% of New Product Ideas
A home products manufacturer needed a way to rapidly generate 20-25 new product ideas per month working within a tight…