In 2022, Doritos decided to do something radical:
They removed the Doritos logo completely.
No brand name.
No iconic chip triangle.
Just… the experience people already knew.
And what happened?
Customers took over:
They made memes, videos, packaging guesses, and shared their own Doritos stories.
Sales went up.
Engagement exploded.
User creativity → brand dominance.
Because when people feel ownership, they create momentum.
Your customers don’t just consume marketing anymore —
They create marketing.
Customers Don’t Want Campaigns — They Want Collaboration
Modern marketers ask:
“What message should we push?”
Traditional marketers think:
“What message will our customers pull into culture?”
The shift is simple:
| Old | New |
|---|---|
| Brand-led content | Community-driven creation |
| Awareness goals | Participation goals |
| Campaign expiry | Continuously evolving narrative |
| Paid storytelling | Earned storytelling |
If you build with your audience…
they’ll amplify you further than your budget ever can.
Why Co-Creation Works So Well
- Because customers:
- Trust their peers more than brands
- Want to be recognized and appreciated
- Love showcasing their creativity
- Feel proud when the brand takes their idea seriously
- Co-creation turns every user into:
- A promoter
- A designer
- A storyteller
- A repeat customer
One participant today becomes a loyalist for years.
5 Co-Creation Campaign Models That Win Big
Product Ideas from Customers
The best ideas sound dumb at first.
Creativity arrives dressed like foolishness.
Example:
Airbnb started as an air mattress rental concept.
Now it’s a $100B+ community-driven model.
UGC That Feels Like Belonging
Saying No kills momentum.
Saying What if? opens possibilities.
Language sets the tone of imagination.
Example:
When Netflix said “What if we send movies online?” → streaming happened.
Crowdsourced Creative Assets
Tools + transparency + ownership.
If collaboration is slow, creativity suffocates.
Example:
Figma enabled realtime design — changed the industry.
Social Gamification
Micro-achievements fuel macro-growth.
Motivation compounds faster than skills.
Example:
Slack’s internal “👏 channel” — instant recognition → lasting morale.
Collaboration with Micro-Creators
If the calendar is full, the brain is empty.
Creativity needs breathing room.
Example:
Google’s famous 20% time → birthed Gmail & AdSense.
The Co-Creation Loop
- Cohesive community
- Participation incentives
- Spotlight on contributors
- Fame leads to more participation
Momentum builds itself.
Your role?
Keep the loop moving.
What Happens If You Don’t Co-Create?
- You become:
- Just another marketer
- Fighting for attention
- Hoping for engagement
- Paying for every impression
People today want a say — not a sale.
Brands that ignore their audience’s voice
will be ignored by their audience’s choice.
How To Start Co-Creation (fast)
Ask yourself:
| Question | If “Yes” | If “No” |
|---|---|---|
| Are customers already posting about us? | Amplify | Invite |
| Do we have a story worth joining? | Fuel it | Shape it |
| Can users customize something? | Celebrate | Create tools |
Start simple:
Product name contest
Hashtag storytelling challenge
Creator ambassador program
Exclusive beta community
Then scale up.
Case Study
When Customers Became Co-Marketers
Client
- RideGo Mobility — Singapore (Sustainable mobility subscription startup)
Challenge
- Low brand recognition in a crowded EV market
- Performance marketing expensive
- Users liked the service, but weren’t vocal
ODW Solution
- We built a co-creator movement:
- “Your City, Your Ride” UGC challenge
- Users designed wrap concepts for scooters
- Top 5 got featured across the city
- Points + subscription discounts for participation
90-Day Results
| Metric | Impact |
|---|---|
| UGC content volume | +420% increase |
| CAC (cost per acquisition) | –35% |
| Branded search growth | +50% rise |
| Loyalty & referrals | Strong momentumh |
Customers didn’t promote RideGo —
they became the brand.
Greatest Campaigns Aren’t Created in Boardrooms
They’re ignited by customers.
The world doesn’t want more ads.
It wants more authorship.
If you want:
advocacy without asking
content without paying
loyalty without chasing
…then your audience needs to help build the brand.
Let’s give them the stage.
- sales@odw.rocks
- +91 9312342222
