Marmite
SoulFrame Media | Brand X
SoulFrame Media | Brand X
Insight:
Every single day, 500,000 expatriates live a tea - less existence in Country Y. It’s almost impossible to find proper tea and criminally overpriced.
Impact:
Early results indicate that the campaign was well received by its target audience.
900 Lovers willing to smuggle Brand X tea.
3,500 WhatsApp messages exchanged coordinating the smuggling operation.
20 expats risked it all to ferry the goods across the border.
1 smuggler offered to put packets inside themselves.
200,000 kilometers travelled by expatriates to smuggle Brand X tea.
25 separate pieces of PR coverage.
4 million earned reach in Country Y print and online publications.