I’m a lover, not a Haitor.
This was a pro-active piece of work we pitched in to the Marmite social team to coincide with the Series 3 finale of The Traitors.
Who’s the Haitor?
We wanted to put Marmite into the online conversation by creating our own mini episodic series, ‘The Haitors’, where the Marmite fanbase could decide who they thought the secret ‘Haitor’ was. I helped to build out the concept, co-wrote the script, helped with casting and starred in it too.
We produced 2x episodes on a shoestring budget, using in-house creators and talent to shoot and edit. But created great engagement and talkability in the Marmite social channels with out tongue-in-cheek take on The Traitors, adding lots of little easter-eggs for the fans such as the notorious awful chalkboard spelling, the head flicks and the iconic red leather glove…
This was an example of strong community management, as we were reactive – turned the campaign around within 1 week – and jumped onto a trending conversation. We made it our own through creative storytelling and considered outside factors (such as time to post) to ensure it hit people in an authentic way.
