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The Power of the Few

Tom Denyard
13 October 2010
Who am I?
Confessions of a Luddite
So…why am I here?
Developing &
launching NPD Co-creating Crowd-sourcing
through social content creative
media
3 495 162,000
Marmite
518,000
164,000,000
Marmite Lovers

The significant majority of Marmite lovers have vivid


memories of being given Marmite on toast/bread –
cut up into soldiers when they were very young and
sitting in a high chair or definitely a pre-school child.
This is particularly true for lovers over 35/40 but includes
under-35s too

“One of my earliest memories is me in my highchair with


Marmite soldiers” Lover Pre-Family

Importantly, these soldiers and Marmite were being given in


an emotionally warm/comforting context by a Mum or
Grandmother. “Very happy memories” – these feelings
were then carried into today by Marmite Lovers (more so
than for Likers)

Additionally, the Mum/Grandma gave the impression that


Marmite was healthy, wholesome and you could eat
as much as you liked. Also an impression carried into
today by more Lovers than Likers
Marmite Fanatics
Opportunities:

Earned media potential


Peer to peer influence

More than that:

We could re-shape our relationship with


the many by re-shaping our relationship
with the few
Launching Marmite XO
in social media
The Oath
Which ONE of these
statements best describes
how you feel about
Marmite? Marmite Extra Old
Matured with a stronger taste…..

USING FOUR SPECIALLY


SELECTED YEAST SOURCES , OUR
MASTER BLENDER HAS CRAFTED
THE SECRET MARMITE RECIPE AND
MATURED IT
FOR FOUR TIMES LONGER TO
CREATE A MARMITE SO STRONG
AND FULL–BODIED IT CAN ONLY BE
FOR THE MOST DEVOTED OF
LOVERS
The Creation of the Marmarati
Which ONE of these
statements best describes
how you feel about
Marmite?

Lord Marmarati

Artisan Keeper of Master Master Alchemist Host of the


the Word Spreader Blender First Circle
Phase 1: Recruit & engage Phase 2: Broaden & amplify Phase 3: Build for release

Researc Recruit First Circle Amplify Beta


h Tasting Product
the 1st advocates through product
Marmite event released
circle ‘released’ UGC release
Lovers

Identify Tailored Initiation of


Marmite outreach to the chosen
obsessives start the 30 into the
actively rumour mill in Marmarati
creating the Lover First Circle UGC to win a
content community – Feedback to advocates place in the
online secrecy and determine the explode the Second
intrigue, the direction of news: the Circle and be
sense of MXO Marmarati is the first to
being part of above ground taste
something Clear and Marmite
special instruction to MXO is Mobilisation
spread the coming of the wider
Reaction videos Full PR launch
word Lovers
from members
Community
A 3 minute (informative)
breather…
150 blog posts reaching 2.4m
Broad engagement on Facebook fan
page (and growing no.’s)
Mentioned in over 6,000 Tweets
320,000 page views
58,000 visitors
28,000 uniques
And all from our First Circle of 30
Getting the recruitment right

The creative conceit


No half measures

Layering the engagement

The importance of reward

A uniqueness to the experience


Co-creating an
Election
Three audiences

Lapsed families Influencers Advocates


Core mums + sandwiching mums Engage with and share content Engaged with the brand

80% 20%
Cabinet members
Assembled an official group of Love
Party and Hate Party ‘Cabinet
Ministers’

Co-created organic non-ad content,


to generate buzz and help spread the
message on Facebook and through
other social media platforms in their
own unique way

Rewarded advocates with


personalised Marmite jars (empty jars
for Haters), official membership
badges and exposure on the Love /
Hate Facebook pages
EddsWorld & Tomska
aka Hate Party Ministers
for OMG
YouTube animators (global #1) created
Marmite is terrible!

• 100,000 views in 48 hours


• 500,000 views to date
• 130,000 comments

• 284 likes on Facebook


• 180 comments on Facebook
Nathan Wyburn
aka Love Party Minister
for Breakfast Art
YouTube artist famed for his Simon Cowell
Marmite on toast painting
Recreated a famous Banksy art piece using
160 loaves of bread and Marmite and more
topical Gordon Brown Marmite on toast
painting

• 7,500 views
•124 comment
• 400 Twitter followers
• 1 video response
• Marmite Cabinet Minister Avatar displayed
to 8,500 fans on Twitter 338 likes and 70
comments on FB
London Elektricity
aka Love Party Minister for
Music
Celebrity music blogger and award winning
podcast host
Featured Twitter and email competition on
podcast and blog to win limited edition jars
with a music track ‘Spread the Love’
• 100,000 downloads
• 50,000 blog readers for the month
• 220 blog comments
•Tweeted 5 tweets to 14,000 followers on
twitter
• Marmite Cabinet Minister Avatar displayed
to 8,500 fans on Twitter & 30,000 fans on
MySpace (1.5 million views)
Cabinet member results
279,400 video views
The Hate Party community grew from zero to
160,000 in just 5 weeks
130,675 comments
Each status post averaged 320,000 OTS
45 tweets with total reach of 668,000
followers All content generated a total of 11,000
likes and 3,000 comments
2 fan uploads with 21,000 views
The Marmite (Love Party) attracted 120,000
1,680 competition entries new fans growing to 350,000

1470 likes Each status post averaged 500,000 OTS

All content generated a total of 24,000


Cabinet Minister Avatars displayed to
likes and 4,400 comments
72,500 fans
Not bad for 7 guys and girls

Making it a genuinely shared endeavour

Giving them a platform for their work

A creative conceit to invest in

The importance of reward


Press and TV
campaign to launch
new Peperami
Nibblers
What happened?
1200
Great creative and original
thinking

100
Diverse range of executions

Cost-effective development
2
In case you haven’t seen
it….the ad
How to conclude?
Thank you