Unilever launched an exclusive society called the Marmarati to promote Marmite. Their original campaign for Marmite XO, launched solely through social media, was very successful and won several awards. Unilever has since rebranded Marmite XO, providing an opportunity to reengage the Marmarati members and recruit new ones. A trial was held where a new Lord Marmarati was elected, and a refreshed website invited hardcore Marmite fans to complete challenges to prove their worthiness to join. Over 1,800 entries were received and 300 new members were chosen, who now have access to exclusive Marmarati merchandise. The campaign strengthened passion for Marmite XO and gave Unilever a larger,

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
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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
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5. Marmite XO has recently been re-branded with
new labeling and a new jar
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6. This served as the perfect opportunity not only to
get XO back into consumers minds but also
deepen the membership of the Marmarati
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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
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11. Where we one again chose to target only the most
hardcore Marmite lovers to become new members
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12. Where they had to prove themselves worthy of joining the
Marmarati by completing a series of challenges
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13. And they proved worthy indeed
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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
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17. Once submissions were closed, we had received 1,888 entries,
from which we chose the 300 new members of the Marmarati
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18. They and the existing Marmarati were then given access to an
exclusive members only shop featuring Marmite XO merchandise
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19. Including teapots, silver tankards, pocket watches, cufflinks
and scarves as a thank you for joining
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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