Tuesday April 03, 2012

Marmite & An Introduction to Social Media Campaigns

Marmite & An Introduction to Social Media Campaigns

Many of us dive into what is known as Social Media in hopes of broadening their brand and gaining market value even though many ask, what is Social Media? Here is the definition taken from Wikipedia, take from it what you will.

Social media includes web-based and mobile technologies used to turn communication into interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” Social media is media for social interaction as a super-set beyond social communication. Enabled by ubiquitously accessible and scalable communication techniques, social media has substantially changed the way organizations, communities, and individuals communicate.”[1]

In today’s article we are not defining what Social Media is, we are focusing on what the best Social Media Campaigns out there are doing. We will later define what a good Social Media Campaign is based on numbers. Today’s collection and our first example of Social Media is from a Unilever brand called Marmite.

Marmite, more commonly found in the United Kingdom, is a food spread made from yeast extract. Marmite is an active brand in both their advertising and marketing efforts, going way beyond the traditional. Marmite utilizes edgy campaign slogans or taglines by actively using marketing research, promoting company milestones, and other news or history related topics that reinforce their brand messaging.

One of Marmite’s current slogans promotes their distinctive flavoring through, “you love or hate it” campaigns. Some would question this slogan’s edginess, specifically questioning, why include the market that also “hates” their product with on that “loves” it. By doing this Marmite invites those “hate it” consumers to engage in their campaigns throughout print, websites, packaging etc. (see below for examples). Marmite has 785,790 followers and 15,496 people talking about their brand on facebook.

Now to revert back to that ambiguous question, how do you track a successful Social Media campaign? With today’s monitoring tools in Social Media you can compare numbers to sales. For example, if your visitors to a website increase and your sale figures increase your online efforts are working. Still it takes careful tracking and your efforts may not seem as straightforward since not all social media explodes over night. It is also important to note that just because you post a couple of blog posts does not mean you are engaging and utilizing a social media campaign. It is important to understand that Marmite is an existing brand in the market place and you cannot get to C without going through A and B. Now let’s get back to this idea – track the numbers of actively engaged members and shared content with out Marmite XO example.

Marmite ran a campaign for their limited edition product called, Marmite XO. Wikipedia describes it,

“On 8 March 2010 Unilever released a specially-brewed extra-strong version of the spread called “Marmite XO”, “XO” mimicking a grade of brandy known as Extra Old. Quotes from back of the jar include ‘Marmite XO Extra Old’ and ‘Using four specially selected yeast sources, our master blender has crafted the secret Marmite recipe and matured it four times longer to create a Marmite so strong and full bodied it can only be for the most devoted of lovers’.”[1]

Apparently Marmite XO may have been Unilever’s first product launched using Social Media. MarketingMagazine.co.uk reports,  The campaign began with developing a group of “superfans”, termed ‘The Marmarati’.

“The Marmarati worked closely with the Marmite marketing and research teams to help devise the formulation of the spread, now on sale to the general public.”[2]

Marketingmagazine.co.uk reports the next step was to recruit a small group of devoted fans and bloggers creating first and second circles that expanded to 200 members. In order to gain membership participants would need to upload content, such as a film or poem or photograph to www.marmarati.org, and the best were considered for the membership.

“Today’s launch follows Unilever revealing plans to create bespoke social networks across its brands in an attempt to involve consumers before launching a product.”[2]

Marmites strategy was aimmed at consumers who already purchased and loved the product. They developed the product Marmite XO and never moved from their core ideas, the creative campaign reached Marmite lovers and is said to have been sold out in days.

I hope you enjoy today’s Social Media Collection and we look forward to sharing more successful campaigns out there.

An exert from the Marmarati website,

“Our glorious organisation of the most devoted Marmite lovers was recently plunged into turmoil by the unforgivable treachery of Lord Marmarati, found guilty of befouling the name of our dark and sticky mistress. With haste and steely resolve a new leader has been elected and this beacon of hope will be leading the Marmarati into an exciting and illustrious future, one which we request you, dear Marmite lover, to join.”

click on image to view larger

Featured Image: Marmite’s Ma’amite campaign – Toasting the Queen’s Diamond Jubilee via Marmite’s facebook
1-4 Marmite’s website
5- Marmite promotes reading for children, via The Guardian
6- Marmite’s “Love it or Hate it” advertising campaign via- The Inspiration Room
7- Marmarati website
8- Marmite XO packaging via www.marketingmagazine.co.uk

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