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By Ishbel Macleod, PR and social media consultant

January 31, 2014 | 2 min read

Onken has begun a year long content channel with Karmarama, which will look to promote feel good stories from around the world.

The channel, created by Karmarama, will be hosted on YouTube and will take the form of two shows broadcast weekly via the Onken Facebook channel.

Laura Graham, head of marketing at Emmi UK, which owns the yogurt brand, said: “For us to keep engaging our current audience, as well as reach new fans, ‘Just Good Stuff’ needs to stand for something beyond simply yogurt. In a world of bad news, negativity and food-paranoia, Onken is now the bearer of good news, good moods and good food.”

Karmarama will work with social media agency Grape Digital on the campaign, which will aim to create entertaining and sharable content.

Dave Buonaguidi, chief creative officer at Karmarama, said: “Most of the news that we are fed is pretty dire stuff: disasters, scandals and global doom and gloom, but ‘Just Good News’ gives people the chance to share daily nuggets of uplifting goodness instead. This fresh and unique ‘news’ programme will get people engaged in a consistently positive way throughout the year, and hopefully make that little bit of difference to their day.”

The campaign is set to be supported by on going social seeding, Facebook advertising and Vlogger outreach alongside a partnership with The Metro and a 6 month national press campaign.

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Karmarama

Karmarama is the UK’s most progressive creative agency, now part of Accenture Interactive.Its services include advertising, direct and digital marketing, digital...

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Grape Digital

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