Cocriando Natura gains its own platform
New stage of the program is now live with two more co-creation journeys
Several people thinking together, connected in a network, with the goal of creating and innovating: this is the idea that defines Cocriando Natura, a different way to overcome challenges and discover creative solutions, in a collaborative process where the consumer can become the protagonist. In summary, Cocriando is a collaboration environment, a laboratory of insights that are applied to Natura's products and services.
“Cocriando emerged with the ambition of bringing the perspective of the people who live the brand daily, that is, our consumers and Natura consultants, into the company's innovation process,” explains Juliana Nascimento, coordinator of Network Management and Innovation at Natura. In comparison with Natura Campus, she explains: “Both initiatives have different audiences, but they are complementary, so much so that they have already addressed the same challenges, as in last year's Hackathon. Together, they represent the sum of academic knowledge with consumer intelligence.”
Having been with the company for ten years, Juliana shares that since 2012, Cocriando has inspired 11 co-creation journeys that addressed themes such as well-being, transparency, the Ekos brand, gifts, Mom and baby, and experience design: “The journeys are the way to put co-creation into practice. We start by choosing a challenge to engage the consumer. Then, through the networks, we invite people who identify with the brand to participate in this co-creation, and at the end of each journey, we internalize this knowledge. It is a process where everyone exchanges and learns.”
Cocriando Natura is the result of a melting pot of knowledge and methodologies that inspire the strategy and operation of the program. Design thinking, activation and articulation of networks, brand engagement, communication, co-creation, and the creation of ideas and concepts for new products-services are some examples. Juliana explains: “We base ourselves on various knowledge, in a process of solving problems from a new perspective, which we bring to the center of the company's challenge, collaboratively, with experimentation, in a relationship and brand communication environment. We needed to know how to capture insights and transform them into business opportunities. And all of this resulted in Cocriando.”
The expansion of virtual networks has made this type of experience more favorable, according to Juliana: “Consumers are becoming increasingly demanding, more proactive, and interested in acting collectively in a network, wanting to actively participate in the universe of brands that have purpose. It is a fertile ground for brands that know how to interact with them. A recent survey by Edelman (http://www.edelman.com/insights/intellectual-property/brandshare-2014/) revealed that 67% of people want to engage more with companies.”
For the consumer, Cocriando is a rewarding opportunity: “They feel motivated to participate and see that their opinion has been heard by the company. They realize that their opinion is taken into account and genuinely engage in the process. At the same time, they see that it is an environment of exchange, learning, with transparency and constant feedback, which brings value to them,” says Juliana.
For Natura, the results are already starting to show. One example is the launch of the commemorative gift sets from the Tododia line, which occurred in March 2015 based on consumer insights from the co-creation journey Gifts, conducted in 2013.
Also in March of this year, Cocriando gained its own platform (http://cocriando.natura.net/cs/cocriando/homecocriando). “With the platform, there will be a qualitative leap in terms of virtual and in-person interaction. It is a new environment, much more interactive, multimedia, and organized, in addition to being mobile, all resulting in higher quality for co-creation in the journeys,” says Juliana.
Regarding the future, Juliana says that Cocriando, which is always in beta, will continue to evolve to strengthen the interaction with consumers and the company's innovation: “We see countless development opportunities, especially since the program is quite recent, considering the complexity and business context. The intention is to bring consumers closer to the company, expanding co-creation opportunities for different stages of product or service development.”
