How WYSPR inspired Gen Z to try Marmite through UGC
In a strategic move to captivate the Gen Z demographic, Marmite, the British spread renowned for its distinctive "love it or hate it" quality, partnered with WYSPR to leverage the brand's polarizing nature in a positive light.
The Goal
The campaign aimed to engage a younger audience, a group not traditionally familiar with Marmite's iconic status within the UK, by encouraging them to share their initial reactions to the product on TikTok, regardless of whether those reactions were positive or negative.
What happened…
Harnessing the power of User-Generated Content (UGC), the campaign inspired over 163 participants from the target demographic to post their personal experiences with Marmite on TikTok over just 14 days, flooding social media with the trend to try Marmite. This innovative approach allowed for an authentic exploration of the brand's unique flavour, sparking curiosity among Gen Z individuals who had yet to form an opinion on the spread. By turning the varied reactions to Marmite into a viral conversation, the campaign succeeded in fostering a community dialogue around the product, thus broadening its appeal and relevance among a new generation.
The Results
The campaign's outcome was notably successful, evidenced by the 163+ pieces of UGC content amassing a total of 227,431 views, engaging a significant portion of the campaign's 1,612,117 reached followers.
163
UGC peices
14%
ER%
227,431
Views