Social Media Campaign Stat Box
: Marmite (Food Industry)
: Products and services
: Marmite lovers
: Late 2009-Early 2010
The thing about Marmite (what is it?) is that you either love it, or hate it. There’s no middle ground.
Due to this severe distinction, it is really easy to play on the these two groups feelings of intense love and intense hate for the product.
Marmite has been using this “love it or hate it” thing as a strategy for years, but that’s worth a whole post on its own, so we’ll do that later.
The Idea: Marmite Secret Society
Unilever appointed agency We Are Social to create a social media campaign prior to the launch of a new extra-strong Marmite product.
The campaign kicked off early November 2009 with a hand-picked collection of netizens who were invited to join the “Marmarati”, a Victorian-style secret society for Marmite lovers. These netizes were invited to an event (complete with covered eyes and blind sampling) to try out Marmarati.
Afterwards, a second wave of Netizens was invited to try out the product before it went on sale by uploading content to marmarati.org that expresse their love for the food. Typically, visitors are asked to vote for their favorite content.
Tom Denyard, marketing manager at Marmite, said, “With thousands of Marmite fans regularly talking about it online, we felt it only right to get them involved in the launch of this exciting product, which is being developed just for hardcore lovers. Social media is the perfect vehicle to help us find and interact with Marmite’s biggest fans.”
It is hard to not fall in love with this campaign because it is so well designed.
Buzz Generated: This Marmite Stuff is Love
Although it was a “secret society”, this campaign managed to get tons of feedback anyway. Their Facebook group is invite only.
Lessons Learned: People are competitive
1. You know, paying a little extra on a very well designed campaign can actually pay off.
2. The best ideas are the easiest told.
3. Mixing a very niche preference with a secret society kind-of-treatment gets people to become very competitive. They start wanting to be a part of your campaign.
4. Do allow the consumers who love you to be a part of the decision making process, before the actually product is launched. That’s how you gain loyal customers.
5. Do encourage conversation, even if its categorized into only two categories: “Hate or love”.