Marmarati Case Study - We Are Social - Tom Ollerton

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  • 1. Unilever: The Return of the Marmarati
  • 2. Over the past 3 years We Are Social has worked with Unilever to create a secret and exclusive society of Marmite lovers: The Marmarati we are social
  • 3. Our original campaign involving the Marmarati, the launch of Marmite XO, marked Unilever’s first product launch solely using social media, with no supporting media spend
  • 4. It won 13 industry awards, including 2 BIMAs, 2 WOMMYs and Best Use of Social Media in the 2011 Revolution awards we are social
  • 5. Marmite XO has recently been re-branded with new labeling and a new jar we are social
  • 6. This served as the perfect opportunity not only to get XO back into consumers minds but also deepen the membership of the Marmarati we are social
  • 7. We reactivated the existing Marmarati by staging a trial, attended by 60 members from around the country
  • 8. The previous Lord Marmarati (Marmite’s Brand Manager) was tried and found guilty of crimes against Marmite
  • 9. St. John O. Skelton (the Master Blender of Marmite) was elected by the jury to become the new Lord Marmarati
  • 10. After the trial we launched the refreshed marmarati.org we are social
  • 11. Where we one again chose to target only the most hardcore Marmite lovers to become new members we are social
  • 12. Where they had to prove themselves worthy of joining the Marmarati by completing a series of challenges
  • 13. And they proved worthy indeed
  • 14. Over the course of the 8 challenges users could upload text, photo or video entries
  • 15. There was an easily browsed gallery of users’ entries
  • 16. And a ‘hot or not’ style voting mechanic encouraged users to vote on and share other peoples’ entries we are social
  • 17. Once submissions were closed, we had received 1,888 entries, from which we chose the 300 new members of the Marmarati we are social
  • 18. They and the existing Marmarati were then given access to an exclusive members only shop featuring Marmite XO merchandise we are social
  • 19. Including teapots, silver tankards, pocket watches, cufflinks and scarves as a thank you for joining we are social
  • 20. We further strengthened the passion around Marmite XO And Unilever now have a bigger, more engaged community of Marmite lovers, ready for participation in new product development and to feedback on all things Marmite