Unilevers Marmite, the much-loved or much-aligned yeast concoction that the Brits so dearly love…

Unilevers Marmite, the much-loved or much-aligned yeast
concoction that the Brits so dearly love (or love to hate), decided to launch a
strong variant of the product, labelled Marmite XO. The new product would not
only be stronger than regular Marmite, but it would also be more expensive. The
We Are Social agency launched the product exclusively using social media, with
premium positioning. The goal of the pre-launch phase was to create awareness
and desire to trial the new product among Marmite lovers (daily and high-volume
users) and the products position strategy was to encourage

Unilevers Marmite, the much-loved or much-aligned yeast
concoction that the Brits so dearly love (or love to hate), decided to launch a
strong variant of the product, labelled Marmite XO. The new product would not
only be stronger than regular Marmite, but it would also be more expensive. The
We Are Social agency launched the product exclusively using social media, with
premium positioning. The goal of the pre-launch phase was to create awareness
and desire to trial the new product among Marmite lovers (daily and high-volume
users) and the products position strategy was to encourage participation in
the campaign, a sort of badge of honour to loyal Marmite fans. The agency
organised a Facebook fan page and a Twitter account (@Marmarati) to drive the
campaign. We Are Social appealed to the consummate Marmite lover by also
creating an exclusive club The Marmarati that was both entertaining and
humorous, and, the agency suggests, Victorian in tone, though the realm of
medieval guilds and exclusive societies seems more relevant. Marmite lovers
were invited to a luxurious event, where they were inducted into the First
Circle of the Marmarati, and blind-tested three possible recipes for the new
Marmite XO. As the campaign progressed, a Second Circle was invited to join The
Marmarati. Each Circle member received official recognition of his or her membership
and a handcrafted commemorative jar of the Marmite XO prototype blend.
Consumers competed to become members of the club, creating and sharing content
about Marmite with interested parties in networks and on social media channels.
Word-of-mouth strength resulted in high levels of awareness ahead of the retail
launch in March 2010. Retailers sold out of Marmite XO quickly. Strong retail
sales continue, without any paid-for media, and at only 20% of the cost of a
typical product launch. Source: Word of Mouth Marketing Association (2011)

Question What are some of the ways that an advertiser could
measure the effectiveness of Marmites exclusive social media campaign?

Task Choose a niche product or brand. Create ideas for a
campaign that features only one medium and explain why your choices would be
successful in the marketplace.

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