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The Marmarati - We Are Social's launch campaign for Marmite XO

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The Marmarati - We Are Social's launch campaign for Marmite XO

We Are Social launched a stronger, "extra mature" variant of Marmite by creating an eccentric, exclusive and secretive society called the Marmarati. This social media case study is an update to the previous Marmarati case study released in December 2010.

We Are Social launched a stronger, "extra mature" variant of Marmite by creating an eccentric, exclusive and secretive society called the Marmarati. This social media case study is an update to the previous Marmarati case study released in December 2010.

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The Marmarati - We Are Social's launch campaign for Marmite XO

  1. 1. Launching Marmite XO in social media
  2. 2. Marmite… You either love it or hate it
  3. 3. But ‘extra-strong’ Marmite? You have to be CRAZY for it
  4. 4. So we found the crazy Marmite Lovers
  5. 5. On facebook & twitter
  6. 6. On blogs
  7. 7. On YouTube
  8. 8. We designed an experience that would involve these ‘Superfans’ Eccentric, exclusive and secretive, something that they would desire to become part of
  9. 9. Where participation would be a badge of honour To proudly display, discuss and share with other fans And then be duly rewarded for their devotion and advocacy
  10. 10. To start, we invited 40 Marmite Lovers to an exclusive event
  11. 11. With a luxurious Victorian theme
  12. 12. Where they were sworn into the ‘First Circle’ of the Marmarati
  13. 13. A Victorian-style society, seeking new members to help create the ‘most powerful’ Marmite ever
  14. 14. With a blindfolded tasting
  15. 15. To discuss 3 possible recipes
  16. 16. With the Inner Sanctum of Marmarati (who really do work for Unilever)
  17. 17. Members received a certificate
  18. 18. Sipped Marmite cocktails
  19. 19. And spread the word on their blogs
  20. 20. On Twitter
  21. 21. And on Facebook
  22. 22. We then engaged with them in social media as the Marmarati
  23. 23. On twitter
  24. 24. In a private facebook group
  25. 25. And revealed our website, where you apply to join the Marmarati by proving your love
  26. 26. And revealed our website
  27. 27. Hopeful fans uploaded videos, photos, poems and songs
  28. 29. And encouraged friends to vote
  29. 30. To win a coveted place in the ‘Second Circle’ of the Marmarati And receive one of only 200 commemorative jars of ‘prototype’ Marmite
  30. 31. We asked the First Circle to help choose the prototype jar design
  31. 32. The final 200 were sent the prototype A hand-made, wax-sealed, collectable jar, and a ‘taster’ jar
  32. 33. They uploaded ‘un-boxing’ and ‘first taste’ videos
  33. 34. And read the Marmarati Oath in their own tasting ceremonies
  34. 35. To qualify as a Marmarati Ambassador
  35. 36. And win a lifetime supply… Plus a Golden Ticket to visit the Marmite factory
  36. 37. The campaign led to a highly anticipated retail launch
  37. 38. Generating sales and excitement In store and online
  38. 39. Tantum Pro Diligo: Only for Lovers

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