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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

Technology Category
  • Analytics & Modeling - Machine Learning
Applicable Functions
  • Sales & Marketing
Use Cases
  • Facial Recognition
  • Perimeter Security & Access Control
  • System Integration
  • Testing & Certification
The 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 The 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.
The 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.
Operational Impact
  • 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.
Quantitative Benefit
  • TasteFace beat X-Factor to the top trending spot on Twitter upon launch
  • Jar sales of Marmite increased
  • Over half a million people have taken the Taste Face test

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