We’ve been talking a lot about co-creation recently – and how this transformative, collaborative methodology delivers incredible results (read about that here). But what exactly does a Co-Create by SHARP involve? Here are 5 key principles…
1. No two Co-Creates are the same
Every brief is different and so is every Co-Create by SHARP workshop.
They’re usually 2 to 3 hours long. They usually involve groups of 20 to 30 people (we have worked with over 300 people during one record-breaking event, but that’s another story). They always involve SHARP agency partners and members of the creative team. But this is where the similarities end.
We have a suite of tools that we can draw on to create a bespoke workshop, all aimed at pulling out specific insights or ideas around a brief.
From co-creating a kids’ club with toddlers for Best Western Hotels to co-creating a big gaming app launch in Berlin for a Chinese game company, the projects this works for are as varied as the challenges businesses face today.
2. Recruiting diversity
The beauty of co-creation is that it gets to the heart of the audience you want to engage. So recruiting the right people is crucial.
Sometimes we’ll look for age groups or other demographics. Other times we’re after a mindset. Whether that’s customers who distrust credit card companies, consumers who use apps to manage their utilities, internal colleagues from a specific team, 50-somethings who are dissatisfied with high street fashion choices, whoever best fits our aim and brief.
3. Playfulness and rigour
Everyone is inherently creative. And there’s no such thing as a bad idea. But not everybody thinks of themselves as ‘creative’. So we start by creating a space that is inclusive and inspired. Getting a group to warm up their brains and have fun before moving on to the brief in hand is important, because that’s where the magic happens.
Creativity can also happen where you least expect it. We seem to bring the literal and lateral thinkers out of themselves – and nurture artistic talent people never knew they had. As we said, every Co-Create is different.
Diverse minds, diverse ideas. That’s the beauty of it.
4. Vote for the best idea
We all love a vote, don’t we! The end point of our Co-Creates isn’t just to engage audiences on idea generation, but to get their opinions on the ideas themselves; and filter the favourite, workable ones to the top.
So every Co-Create ends with some kind of vote. For the best poster, most inspired idea, favourite headline… or something else. The results come into their own at the next stage.
5. Blueprints for the strategy
Co-creation produces unique ideas and directions of travel, straight from the heads and hearts of customers or audiences. It’s the job of strategists and creative teams to develop these ideas into campaigns, propositions, concepts, even movements that will ring true and have a real impact. But keeping the seed of that idea that an audience generated central in the development process… this is how we ensure we develop something spectacular.
So that’s our 5 principles – with infinite possibilities.
Co-creation is in our blood and we love showing brands and businesses how uniquely transformative it is. So much so, we are taking our methodology on the road with a series of knowledge sharing seminars – here’s what happened at our first one.
If you’d like to register your interest to hear about upcoming BREAKFAST SERIAL events, simply email firstname.lastname@example.org
Where could a Co-Create by SHARP take your brand?