Unilever were developing a new "extra-strong" variant of Marmite, a yeast-extract breakfast spread in the UK that is marketed as a product which you either "Love" or "Hate".
Our challenge was to launch the product entirely using social media, with a premium positioning, as the new product would be more expensive than regular Marmite.
In the pre-launch phase the goal was to create awareness and desire to trial the product amongst existing consumers, specifically the category of "extreme" Marmite Lovers (daily and high-volume users).
Our strategy was to position the product as something only the true Marmite fan would be worthy of having. Participation in the campaign would be a badge of honor for those people who really love Marmite.
The creative solution was an exclusive club – The Marmarati – with an entertaining and humorous tone of voice from the Victorian era. We identified the most passionate lovers of Marmite and invited them to a luxurious event, where they were inducted into the “First Circle” of the Marmarati, taking part in a blindfolded tasting of three possible recipes for Marmite XO.
This “crowdsourcing” component of the campaign saw detailed feedback given in person to the product development, design, marketing and management teams of Marmite, who attended in fancy dress, in character as the regal “Inner Sanctum” of the Marmarati.
A wider group of consumers competed to become members of the club, creating content about Marmite, sharing with their networks and engaging with The Marmarati throughout the campaign in social media channels.
With high levels of awareness and anticipation ahead of the retail launch, the rush to be amongst the first to try Marmite XO saw retailers sell out immediately. Strong retail sales continue, without any paid for media, at only 20% of the cost of a typical product launch.
Credit Information
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Client: Unilever
Agency: We Are Social
Budget: Undisclosed
Contact Name: Nathan McDonald
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This case study won a 2010 WOMMY Award. The unabridged version is available in the 2010 WOM Works book along with 16 other WOMMY winning case studies.
It's a great resource for ideas and great ammo for proposals.
Get your copy here. (http://www.blurb.com/bookstore/detail/1705210/)
