Marmite content
creation & fan
engagement
Celebrating Valentines Day by engaging
fans and creatives to celebrate the
Marmite brand
Marmite + Springleap
Marmite is an iconic brand that fans across the
world remember and cherish from their
childhood. It’s a product with a fiercely loyal
following and a flavor that has stood the test of time.
Marmite challenged the Springleap community to
celebrate Valentine’s Day
by coming up with designs centered on spreading
love.
VIEW DESIGNS
“Marmite fans got a great chance to take their
love for product and passion for design to share
with other fans and create awesome products.”
- Neil Meyer, Marmite Brand Manager
No. of Entries
Over 50 entries were approved for the Marmite design
contest with artists from France, South Africa, UK and
more interpreting the brand at outstanding levels.
Reach
The contest was covered in a wide variety of design
blogs and magazines, generating
2, 500, 000 impressions on Facebook and a Twitter
reach of over 280, 000 followers.
Fan Engagement
The different posts on Facebook constituted an
engagement of over 100, 000 fans, while Marmite fans
from all over the globe voted on their favorite designs.
HOW IT HAPPENED
Springleap worked closely with the Marmite team to construct a
brief, make designs packs available and launch the contest in
record time.
Seeding
Springleap seeded the contest to bloggers,
13, 000 designers and the Springleap community.
Submissions
In the weeks that followed, Springleap was inundated with designs
from all over the globe - revealing fans’ love for Marmite in totally
different and unexpected styles, and executed with great skill. Some
designs were entrenched in humor, others in popular culture and
others in celebration of the heritage of Marmite.
Approval
Designer submissions were screened to ensure design quality,
appropriate imagery, tone and branding.
Designers Seed
The designers were incentivised to rally their friends’ votes for their
designs in order to make it to the top 15 designers that the judging
panel chose from.
Voting
The voting period overlapped with the submission period, driving
more designers to enter as they became exposed to the contest on
social channels and word of mouth.
Production
At the end of the contest Marmite purchased 3 extra designs and
tasked Springleap with the creation of official Marmite merchandise.
