by Herman Manson (@marklives) Once Springleap was famous for the funky but rather expensive T-shirts it produced through crowd-sourced design. Now the business has dropped T-shirts and embraced a new research-centric role under Trevor Wolfe.
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Springleap – design crowd with marketing muscle
How do you turn a T-shirt company into a powerful marketing play? You provide access to your pool of 17 000 designers to brands needing beautiful and relevant content (through design) and utilise your social media skills and significant global crowd source loving fan base of course.
That’s just what Eran Eyal and his team at Springleap.com has been doing and so far the results have been positive.
The Springleap team has been proving their concept using the best possible case study – themselves – having grown Facebook their fan base 6000 to 193 000 in less than a year (it’s now closing in on the 200k mark). Eyal says at one stage he was testing 600 different Facebook ads to figure out best practice and what achieves the most success.
At its core sits 17 000 designers who submit designs to Springleap.com – these designs are then voted on by its community and as many friends as the designers can pull through their own networks to the site. The winners receive a cash prize and royalties from the resulting product, usually a T-shirt. Sales are handled by Springleap. Eyal looked at this talent pool and their social pull and realised it could be a powerful asset to activate design and brand fans.
How the power of the crowd will change agency research
by Herman Manson. Thanks to SA startup Delvv.io, advertising and branding have an effective new way of crowdsourcing research feedback.
An ad agency just bought a fashion business
by Herman Manson. Area 213 has fulfilled the promise of founder Ben Wren to invest in an ecommerce business.
Talk Africa: Nigerians take social ownership of brands’ campaigns
by Remon Geyser. Nigeria has seen its fair share of social ownership. Coca-Cola and Pepsi are good examples of this.
Talk Africa: Trust me, I’m famous — Kenyan celebrity power
by Remon Geyser. Our Springleap industry creative panel provides insight into why two Kenyan campaigns have worked for brands.
Talk Africa: From beers to likes — social currency in Kenya
by Remon Geyser. How are brands in Kenya using our desire for social currency to sell?
Talk Africa: Making an impact — Ghanaian hits and misses
by Remon Geyser. Our Springleap creative panel in Ghana has a few recommendations that may help brands carve themselves a tidy niche there.
Talk Africa: Great storytelling by Nigerian brands
by Remon Geyser. In Nigeria, storytelling is an age-old tradition that is being used successfully for many brands in many campaigns.
Talk Africa: Impactful CSI brand communications in Ghana
by Remon Geyser. A recent highly impactful campaign in the Ghanaian social media space is not from one of the ‘usual suspects’; it’s a charity-driven one.