Over the past 3 years, Unilever worked with We Are Social to create an exclusive online community called the Marmarati for hardcore Marmite lovers. The original campaign for the launch of Marmite XO, which used only social media with no other advertising, was very successful and won several awards. As Marmite XO was being repackaged, Unilever saw this as an opportunity to reactivate the Marmarati community and add new members. New members had to complete a series of challenges by submitting photos, videos, or text to prove their Marmite passion, and over 1,800 entries were received to choose 300 new Marmarati members. These members now have access to Marmite XO merchandise in

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