Case Study: AnalogFolk achieves viral engagement and increased jar sales with Microsoft Corporation's Azure Cognitive Services

AnalogFolk uses facial recognition to test for the 'Marmite Gene'

AnalogFolk, a UK digital agency, partnered with Microsoft Corporation to create TasteFace, an innovative sampling web app for Marmite. The challenge was to help consumers discover whether they were “lover” or “hater” types by using facial recognition to analyze reactions to tasting Marmite, powered by Microsoft Azure Cognitive Services and the Emotion API.

Microsoft Corporation helped AnalogFolk build the solution by combining AI facial expression analysis with a bespoke algorithm that translated emotions into a love-hate score from 0% to 100%. The campaign was a major success: TasteFace beat X-Factor to the top trending spot on Twitter, jar sales increased, and more than 500,000 people took the test.

AnalogFolk

Grace Wright

Managing Director