“Love it or Hate it?” AKQA Takes an Original Approach to Using Video for Marketing

Posted by: Jenna Quilalang    Under: Customers |

Award-winning digital agency, AKQA, approached Kyte to help one of their British clients, Unilever, which owns the Marmite Bars brand, to define a unique digital strategy with the goal of creating a polemic discussion amongst consumers. Marmite already had a large brand presence online, with a large Facebook following, and AKQA wanted to tap into and grow this social community.

Excerpt from Success Story:

"As Marmite already has a large brand presence online, with a Facebook fan-group of over 250,000 members, it was a logical step to exploit this social community for a consumer generated content campaign.

The unusual and surprising innovation of a savoury cereal bar tied in perfectly with the “love it or hate it” approach consumers have to the brand, allowing AKQA to stimulate an online debate around the product, using videos taken at experiential sampling events in shopping centres and train stations around the UK, which captured consumer reactions to the new cereal bar.

Videos were created across the UK, generating a large amount of content to be added to the Facebook campaign fan site, and causing another challenge for AKQA. The agency needed to manage the sheer volume of the authentic video generated to fuel the debate."

Download Full Customer Success Story Here

Comments • Permalink