The Challenge Hijack the general election buzz to raise awareness for the brand and driving people to participate online.

The Insight The election is a moment in time when people are naturally thinking about those politicians they like and dislike. We saw an opportunity to leverage a Marmite ‘Love’ and ‘Hate’ campaign in social media, using the election as a hook.

The Idea Create mock political parties for ‘Love’ and ‘Hate’, using online influencers to act as ‘cabinet ministers’ who either love or hate Marmite and rally consumers to support their ‘party’ in social media.

The Work Splendid assembled an official group of Love Party and Hate Party ‘Cabinet Ministers’ and worked with them to co-create content and generate noise online. Activity also included crowd-sourced events in support of both parties, using fans of official Love and Hate party Facebook pages.

The Result Video content created by cabinet ministers has generated over 3 million views to date and PR outreach resulted in 100+ pieces of coverage with a reach of 13.6 million.