Microsoft Azure (Microsoft) Case Studies AnalogFolk's Innovative Use of Facial Recognition for Marmite Taste Test

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	AnalogFolk's Innovative Use of Facial Recognition for Marmite Taste Test Microsoft Azure (Microsoft)

AnalogFolk's Innovative Use of Facial Recognition for Marmite Taste Test

Microsoft Azure (Microsoft)

Technology Category	Analytics & Modeling - Machine Learning
Applicable Functions	Sales & Marketing
Use Cases	Facial Recognition Perimeter Security & Access Control
Services	System Integration Testing & Certification
Challenge	AnalogFolk, a digital agency, was tasked with creating an innovative and engaging way for people to discover their own 'Marmite Gene'. The challenge was to design a system that could accurately gauge people's reactions to tasting Marmite, a food product known for its divisive taste. The goal was to create a fun, interactive experience that would encourage users to share their results on social media, thereby increasing brand visibility and product sales. The challenge also involved the technical aspect of integrating facial recognition technology with an algorithm that could interpret various emotions and translate them into a measure of love or hate for Marmite. Read More
About Customer	The customer in this case study is AnalogFolk Marmite Tasteface, a digital agency based in the United Kingdom. The agency is of medium size, with between 50 and 999 employees. AnalogFolk specializes in creating innovative digital solutions for brands, with a focus on using technology to create engaging and interactive experiences. In this project, they were working on behalf of Marmite, a food brand known for its unique and divisive taste. The goal of the project was to create a fun and engaging way for people to discover their own 'Marmite Gene' and to encourage them to share their results on social media. Read More
Solution	AnalogFolk developed a web application called TasteFace, which invited users to taste Marmite while the app used facial recognition technology to analyze their reactions. The software was built on the Microsoft Emotion API, which recognizes facial expressions across eight emotions such as happiness, disgust, contempt, surprise, and fear. AnalogFolk developed a bespoke algorithm to convert these emotions into a sliding scale of love and hate for Marmite. After the taste test, the app gave users a rating between 0% and 100% and encouraged them to share the results of their test with a customizable reaction gif for social media. The project was brought to fruition through a close partnership with Microsoft. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Machine Learning

Applicable Functions

Sales & Marketing

Use Cases

Facial Recognition

Perimeter Security & Access Control

Services

System Integration

Testing & Certification

Challenge

AnalogFolk, a digital agency, was tasked with creating an innovative and engaging way for people to discover their own 'Marmite Gene'. The challenge was to design a system that could accurately gauge people's reactions to tasting Marmite, a food product known for its divisive taste. The goal was to create a fun, interactive experience that would encourage users to share their results on social media, thereby increasing brand visibility and product sales. The challenge also involved the technical aspect of integrating facial recognition technology with an algorithm that could interpret various emotions and translate them into a measure of love or hate for Marmite.

About Customer

The customer in this case study is AnalogFolk Marmite Tasteface, a digital agency based in the United Kingdom. The agency is of medium size, with between 50 and 999 employees. AnalogFolk specializes in creating innovative digital solutions for brands, with a focus on using technology to create engaging and interactive experiences. In this project, they were working on behalf of Marmite, a food brand known for its unique and divisive taste. The goal of the project was to create a fun and engaging way for people to discover their own 'Marmite Gene' and to encourage them to share their results on social media.

Solution

AnalogFolk developed a web application called TasteFace, which invited users to taste Marmite while the app used facial recognition technology to analyze their reactions. The software was built on the Microsoft Emotion API, which recognizes facial expressions across eight emotions such as happiness, disgust, contempt, surprise, and fear. AnalogFolk developed a bespoke algorithm to convert these emotions into a sliding scale of love and hate for Marmite. After the taste test, the app gave users a rating between 0% and 100% and encouraged them to share the results of their test with a customizable reaction gif for social media. The project was brought to fruition through a close partnership with Microsoft.

Impact #1	The TasteFace campaign was a resounding success, demonstrating a creative and engaging use of AI technology. The app not only provided a fun and interactive experience for users, but also increased brand visibility and product sales for Marmite. The project showcased AnalogFolk's ability to leverage technology in innovative ways to create engaging digital experiences. The close partnership with Microsoft was also a key factor in the project's success, providing the necessary technical support and expertise. The project served as a testament to the potential of AI and facial recognition technology in marketing and customer engagement.

Impact #1

The TasteFace campaign was a resounding success, demonstrating a creative and engaging use of AI technology. The app not only provided a fun and interactive experience for users, but also increased brand visibility and product sales for Marmite. The project showcased AnalogFolk's ability to leverage technology in innovative ways to create engaging digital experiences. The close partnership with Microsoft was also a key factor in the project's success, providing the necessary technical support and expertise. The project served as a testament to the potential of AI and facial recognition technology in marketing and customer engagement.

Benefit #1	TasteFace beat X-Factor to the top trending spot on Twitter upon launch
Benefit #2	Jar sales of Marmite increased
Benefit #3	Over half a million people have taken the Taste Face test

Benefit #1

TasteFace beat X-Factor to the top trending spot on Twitter upon launch

Benefit #2

Jar sales of Marmite increased

Benefit #3

Over half a million people have taken the Taste Face test

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Overview

AnalogFolk's Innovative Use of Facial Recognition for Marmite Taste Test

Operational Impact

Quantitative Benefit