Marmite Uses Facebook's Sampling Ad Format to Boost New Product
The FMCB brand Marmite has taken Facebook's Sampling Ad Format on board to get social networking users to test their new savoury cereal bar range.
They are the second brand after Fiat to use this format, which asks users to input their address in order to receive products or information from advertisers.
UK Commercial Director of Facebook, Stephen Haines, said, "Being able to build a two-way dialogue with prospective customers and gain insight into this audience in terms of their likes, interests and beliefs will also help these brands to develop a more powerful, lengthy and profitable relationship with consumers."
The Marmite Campaign will be launched live next week. It will ask users of Facebook to input their addresses in order to receive samples of the cereal bars. They will then be asked to join Marmite's Facebook page and report on whether they love or hate the new product.
Amanda Smith, interactive marketing manager at Unilever, said, "This reflects Marmite's commitment to harnessing social media and playing in the spaces where our consumers already spend lots of time."
The move highlights the potential of crowd-sourcing for consumer research.
