Snapshot: a look at rewards-based campaigns in the European Union

February 15, 2017 • By TAB team

This week's Chart of the Week takes us into the realm of 2016 rewards campaigns within the European Union.

This week's Chart of the Week takes us into the realm of 2016 rewards campaigns within the European Union. Often deployed by organisations or individuals launching consumer products, rewards campaigns are ideal for ventures with a B2C focus and provide both funding and publicity for nascent products.

We’ve used Daisy - Crowdsurfer’s new machine intelligence application - to analyse popular campaigns and the causes behind them.

The resulting 'concept clouds', break down titles and descriptions of 2016 rewards-based raises on platforms within the European Union, leaving us with the key themes/concepts behind the campaigns.

Daisy is Crowdsurfer's machine intelligence application. She is able to 'read' bodies of text, extracting the key themes of the campaigns, known as concepts. These are then analysed in comparison to our unique, proprietary database of global crowd finance campaigns. Daisy is able to 'weight' the concepts according to their significance within a given dataset, as well as our entire database. This offers an invaluable insight into the market, one which is available nowhere else.

Concept clouds generated by Crowdsurfer Pro's Daisy MI, based on analysis of textual data of 2016 rewards-based raises on EU platforms

What do these charts tell us about EU rewards campaigns in 2016?

  • The arts were well represented, with campaigns across music, film, publishing, fashion and design.
  • Charity campaigns were also present in our data sample, including those based around concepts such as citizenship, solidarity, heritage and community. It’s interesting to observe that not-for-profit causes are using rewards campaigns to raise funds, as well as charity-based crowd finance campaigns.
  • Limited edition and “limited time” products are also a feature of the dataset. In a competitive consumer environment, these prompts appear to be designed to incentivise consumers to take action as soon as possible.