South African startup Springleap has a launched a Creative Insights division, which will utilise the crowdsourcing model used by the company to allow clients to receive on-the-ground feedback from various African and international markets.
Springleap, which allows clients to access thousands of crowdsourced creatives for design, creative research and co-creation projects, has offices in Cape Town, Johannesburg and New York and last year closed a US$400,000 funding round.
The company said the new division converts its creative community to provide feedback on trends and relevancy of marketing campaigns to the local market in a number of countries, and offers South African brands looking to expand the chance to obtain insight quickly and affordably.
Managing director (MD) and head of commercialisation Trevor Wolfe told Disrupt Africa the new division would save brands huge amounts of money on commissioning research reports from traditional market research companies, and would offer results a lot more quickly.
The platform is now available to the public having already helped over 20 clients, including brands like Google, Pernod Ricard, Vodacom, Adidas and Skyy Vodka.
“By curating any number of industry expert opinions on the strengths and weaknesses of a particular campaign or strategy, Springleap provides an invaluable resource for external, objective feedback specific to a target country, region or demographic,” said chief executive officer (CEO) and co-founder Eran Eyal.
Springleap is also launching a monthly syndicated South African Trend Report covering localised perspectives on marketing and brand activity, as well as cultural trends.
“South Africa in itself is a very diverse marketplace, and looking further afield, Africa and the Middle East have a multitude of cultural idiosyncrasies that differ across historical, tribal and geographical lines,” said Eyal.
“This means in each country within those regions, a localised flavour and context needs to be given to each campaign or brand message in order to achieve maximum return on investment.”
