Year: 2024 / Agency: Accenture Song South Africa / Art Director & Designer: Melissa Raath, Wade Barnes /
Copywriter: Elsa De Bruyn, Joshua De Kock / Creative Director: Wade Barnes, Joshua De Kock /
Executive Creative Director: Danni Pinch / Chief Creative Officer: Alistair King, Matt Ross /
Information Architect/UX Design: Alex Bosman / Account Management: Vicki Mason, Samantha Milne, Odwa Lalela /
Strategist: Steven Ilbury / Managing Director: Taryn Walker / Producer: Kim Solomons
The Real Smear Campaign
THE MOMENT
THE MARMITE
We launched our own Smear Campaign. But instead of spreading hate and fear, we spread Marmite across the streets of Mzansi. Our street pole posters played off slogans from real political parties. And thanks to our fans, they were twisting, laughing, snapping, and sharing until even BOSA’s Mmusi Maimane entered the chat.
THE RESULTS
We just had one of the most hectic and emotional elections in South Africa's history. Flags were burned, shirts were fired, and political smear campaigns were everywhere. All that rage and hate-baiting left a bad taste in the country's mouths. So, Marmite decided to give South Africa a palate cleanser.
+6.4 million reach with R680K in media
560% increase in Instagram engagement
529% increase in Instagram organic reach
248% increase in Facebook organic reach
41% sales increase