What is digital customer co-creation?
Source: vurvey
Digital customer co-creation is an approach where companies involve customers to jointly plan, create, design, and develop products or solutions. This lets them collaborate with people outside their company and gather fresh ideas. They don’t have to depend solely on internal R&D teams and break their own status quo. The partnership helps luxury brands create mutually valued results, that align with the needs of users and their own business goals. This user-centric approach creates an unbreakable customer-brand bond.
The role of technology in digital co-creation
Source: braineet
Tech is turning customers into co-designers and co-creators through innovative tools. Digital social media platforms now act as a medium that connects businesses with audiences. Platforms like Instagram and TikTok are good examples of digital co-creation. Brands can run polls, host contests, and ask their users what they really want.
Moreover, the use of AI and immersive techs like AR and VR take the level of co-creation to a new level. These technologies let customers interact with designs and get involved in the design process virtually. Digital co-creation promotes customer satisfaction, which is the ultimate desire of businesses that want and seek success.
Key customer co-creation models
There are a number of established customer co-creation models. These include crowdsourcing, joint designs, co-creation communities, lead user models, and customer panels. These models help brands gather data from a large audience. This brings in fresh ideas to make products that hit a mark with what people really want. For customers, customer co-creation lets everyone join the creative process. This gives them opportunities to have a hand in designing and personalizing the product. So, it proves to be a win-win situation for both customers and brands.
Key 2024 campaigns showcasing digital co-creation
Burberry bamboo weaving game on WeChat Mini program
Burberry has collaborated with a famous heritage bamboo weaver and artist Qian Lihuai to launch a campaign for the celebrations of ‘’Year of the Snake’’. He made nine unique snake sculptures using bamboo for the campaign. Each art piece represents different feelings and meanings, like good luck and hope. These “We” series installations were showcased in Burberry’s flagship stores in Beijing, Shanghai, and Chengdu.
Source: Kivisense
Apart from the art installations, Burberry also created a gamified digital gift collection called “New Year’s Weave’’. Users can go to the special WeChat mini-program and create their own bamboo weaving designs. They can choose from five patterns (Snowflake Weave, Song Brocade Weave, Bamboo Pattern Weave, Begonia Flower Weave, and Double Leaf Weave) and more than 37,000 color options. They can unlock different patterns to win special digital gifts like wallpapers, photo frames, and red envelope covers.
AI Dragon Magic with Dolce & Gabbana
DOLCE & GABBANA launched a fun-filled game on WeChat to celebrate the Chinese New Year. Users can create their own dragon-themed WeChat stickers with DG’s virtual gachapon machine. Using the AI-powered sticker generator, they can apply cool animations and create personalized dragon creations in seconds.
The campaign was designed to hit the younger audience, especially Gen-Z, to let them customize their emojis. With 50,000 views and more than 32,000 emojis generated, it was a big success. It helped the brand get more engagement and connect with customers in creative ways.
CHIVAS Whisky Remixed in AR
Chivas Whisky Remixed is an interactive experience that uses AR packaging. Users can Scan the QR code on the package to unlock the trendy cocktail recipes in Metaverse. The precise object tracking and motion recognition technologies create an immersive mixology scene. Users can see ice, tea, and soda being mixed with wine. This lets them enjoy the refreshing taste of a Whisky Highball and learn the story behind the unique mix of drinks. The experience helped the brand advertise its drinks through dynamic AR interactions.
3CE’s AI-powered Spring AI Flora Makeup Collection
3CE, in collaboration with Kivisense, introduced an AI-powered smart campaign to launch its Spring AI Flora Makeup Collection. Users can create personalized, flower-inspired AIGC makeup looks using artificial intelligence tools. ALL they need to do is to capture a picture and AI will create beautiful spring looks with 3CE’s makeup products. It helps users try out different makeup looks without actually applying any products. With AI, they can enhance the experience and find the perfect look in seconds.
Tmall x Royal Canin 3D Magic Experience
Source: Kivisense Youtube
Tmall and Royal Canin teamed up to create a fun experience where users can turn their pets into 3D models. The experience uses AIGC technology to create virtual pet models on 3D screens. Users can visit the Royal Canin online store and upload photos of their furry friends. AI will transform them into stylish models using different templates and screens. Pet members can win special perks for food, drinks, and entertainment for their pets.
Benefits of customer co-creation in digital ways
In digital customer co-creation, the results of products or services are curated by taking the end-user input into account. It increases the product relevance and aligns it with actual market needs. It is a proactive approach that helps to identify any roadblocks with real-time feedback. This refines the products faster and accelerates its time to market.
Moreover, when different minds come together, innovation volume increases. Digital customer co-creation also creates a sense of ownership among customers. When their ideas are appreciated and put into action, they feel connected to the brand on a personal level.
Conclusion
In essence, digital co-creation is simply about working with the customers directly to get their valuable input and feedback. This turns passive customers into active collaborators and paves the way for business success. Plus, using innovative tech advancements, like AR, VR, and AI has made co-creation more impactful through digital means. If you want to make your co-creation experience more digitized and immersive, get in touch with Kivisense and let your customers have a say in designing their next purchase.
