Abstract:

Online communities offer many opportunities to involve consumers in the daily business of the marketer, and to use them as a source of inspiration instead of evaluation. In this paper, we will present a case study for Unilever's Rama Cremefine brand for which we created an inspiring and enriching nature of direct consumer contact in an online environment. We especially want to demonstrate the possibilities that an online setting can offer in collecting high value in-depth qualitative insights and share our learning' s in the execution of such a community.