CandidSky’s campaign of the week (24.01.20)

The digital campaigns that caught our eye this week.

And there’s a pretty clear theme: content that requires the audience to actively engage.

Marmite's Nuterendum

Marmite. The proud voice of one of the UK’s biggest debates: love it, or hate it?

If you sit proudly in the first camp, you might know Marmite has recently released a new smooth peanut butter. And in their controversial style we all know (and love – maybe), Marmite marked the product launch day by sparking a ‘nuterendum’ vote on Twitter.

It was, clearly, as divisive as ever.

We love the extension of the love it/hate it messaging. We love the socially-focused execution. We love the pure simplicity of it.

The use of Twitter could be seen as an interesting choice. Especially in a time where the platform is – at best – losing momentum to its competitors. Or at worst, dying.

But Twitter is the platform of debate, after all. And as an open network, brands could generate a much wider organic reach here than on, let’s say, Facebook – a closed network.

Much like the ‘love it or hate it’ slogan, sparking conversation, debate, and engagement was probably Marmite’s goal here. And you only have to look at the engagement to see it worked…

On Twitter, an engagement rate of 0.33% is seen as pretty high. But this tweet? It got an engagement rate of 186%*. Clearly, the ‘nuterendum’ got people talking. And it got people engaging with the brand and its message.

But not everyone who engaged with the tweet loved the new product. In fact, people tweeted back specifically to say how much they hated Marmite. Even people who will never become consumers – by their own admission – are actively engaging with the brand.

The part that really caught our eye? The final results. The split is strangely familiar to another big, controversial referendum we’ve had relatively recently. You know the one.

Have Marmite really found another hot topic that splits the British public 52:48? Maybe. Could the results be artificial? Potentially. The voting split was just another element that got people talking about Marmite.

So, what can we take from this?

One: Clear, strong, and branded messages resonate with an audience. A company or a brand can spark conversation and resonate with people – even if the actual product doesn’t.

Two: Your content doesn’t have to be a big budget masterpiece or a feature-length film. Sometimes, the most simple idea can be the most effective.

And three. Jumping on the back of current affairs – especially the divisive ones – can really pay off. If your message aligns well with your brand.

Work by: Marmite & W Communications agency

Honourable mentions

Samsung UK & The Social Chain

Interactive (content) and Instagram (stories). The two big “I’s” in marketing right now. And we’re big fans of how Samsung UK and Social Chain have brought them together.

They created an interactive walk through game using Instagram stories. You reach the end of the story, you choose your next step (between two new accounts), and see where that next account takes you! It’s that simple.

The game promotes the new Galaxy Note phones. Some of the phone’s features make an appearance within the game itself – like ruler measurements and camera zoom. So, before you even realise, you’re ‘using’ the phone through your own device – without any hard sell.

Spotify’s Pet playlist

Spotify now generates a playlist designed just for your pet. It’s a service you never knew you needed.

Pet Playlists was launched on the back of a survey of 5,000 music fans/pet parents. There’s a great infographic of their findings – stats that, again, you never knew you needed. And you complete a quiz about your animal to get their ‘pawfect playlist’.

Let’s be honest. For most of us, this isn’t life changing. Your pet probably won’t even care. But they’re not the audience – you are. And the pet playlist is engaging, it’s fun, and it strikes that emotional chord that only our pets bring out.

Want to see what we can do? Check out our client work and results.

Client work