We Are Social launched a stronger, "extra mature" variant of Marmite by creating an eccentric, exclusive and secretive society called the Marmarati. This social media case study is an update to the previous Marmarati case study released in December 2010.

1. Launching Marmite XO in social media

2. Marmite… You either love it or hate it

3. But ‘extra-strong’ Marmite? You have to be CRAZY for it

4. So we found the crazy Marmite Lovers

5. On facebook & twitter

6. On blogs

7. On YouTube

8. We designed an experience that would involve these ‘Superfans’ Eccentric, exclusive and secretive, something that they would desire to become part of

9. Where participation would be a badge of honour To proudly display, discuss and share with other fans And then be duly rewarded for their devotion and advocacy

10. To start, we invited 40 Marmite Lovers to an exclusive event

11. With a luxurious Victorian theme

12. Where they were sworn into the ‘First Circle’ of the Marmarati

13. A Victorian-style society, seeking new members to help create the ‘most powerful’ Marmite ever

14. With a blindfolded tasting

15. To discuss 3 possible recipes

16. With the Inner Sanctum of Marmarati (who really do work for Unilever)

17. Members received a certificate

18. Sipped Marmite cocktails

19. And spread the word on their blogs

20. On Twitter

21. And on Facebook

22. We then engaged with them in social media as the Marmarati

23. On twitter

24. In a private facebook group

25. And revealed our website, where you apply to join the Marmarati by proving your love

26. And revealed our website

27. Hopeful fans uploaded videos, photos, poems and songs

29. And encouraged friends to vote

30. To win a coveted place in the ‘Second Circle’ of the Marmarati And receive one of only 200 commemorative jars of ‘prototype’ Marmite

31. We asked the First Circle to help choose the prototype jar design

32. The final 200 were sent the prototype A hand-made, wax-sealed, collectable jar, and a ‘taster’ jar

33. They uploaded ‘un-boxing’ and ‘first taste’ videos

34. And read the Marmarati Oath in their own tasting ceremonies

35. To qualify as a Marmarati Ambassador

36. And win a lifetime supply… Plus a Golden Ticket to visit the Marmite factory

37. The campaign led to a highly anticipated retail launch

38. Generating sales and excitement In store and online

39. Tantum Pro Diligo: Only for Lovers