Summary.
When Krush came to us, they wanted to do more than just sell juice. They wanted to show the world that their brand was about spreading goodness and positivity. The goal was to build on this core belief and create a campaign that would increase brand love, set them apart from the competition, and introduce their new UHT product. We knew this wasn’t just a marketing campaign; it was a movement.
Our team at AMOK got to work, crafting a comprehensive, multi-channel strategy that would bring the “Share the Goodness” vision to life.
Our Approach: From Strategy to Impact
We started with the foundation: a solid integrated marketing strategy. Our deep-dive market research and consumer insights helped us pinpoint exactly who we needed to reach and how we could best engage the core audience. We aligned every piece of the campaign with Krush’s brand values, reinforcing the “Krush spreads Goodness” message at every touchpoint. This wasn’t just about ads; it was about genuine, community-driven activations.
The heart of the campaign was its storytelling. We identified that to make a real impact, we had to show, not just tell Krush’s story. We developed a content strategy centered around producing seven powerful videos that captured the real-life impact of Krush’s school shoe donation initiative. These weren’t just commercials—they were emotional stories that showcased the positive change being made in communities.
The Digital & On-the-Ground Execution
Our social media and influencer marketing campaigns served as the engine of our digital amplification. We partnered with 10 key influencers, including the team from Good Things Guy, who helped us drive conversation and awareness. By sharing live coverage from events, influencer content, and user-generated posts, we created a continuous stream of engagement. We strategically optimized paid campaigns on Facebook, Instagram, and Twitter to ensure maximum reach and video views, getting those powerful stories in front of as many eyes as possible.
Of course, the campaign wouldn’t have been complete without a strong PR and media outreach effort. We secured significant earned media coverage across TV, radio, and print. Our collaborations with shows like Expresso Morning Show and Afternoon Express, as well as live reads on regional radio stations like East Coast Radio and Jacaranda FM, helped us extend the campaign’s message far beyond the digital space.
And it all came together through the activations themselves. We were there, on the ground, filming the emotional moments as school shoes were delivered to children. This tangible act of goodness was the fuel for our content, creating a powerful feedback loop where the real-world impact became the story we shared with the world.
The Results
The “Share the Goodness” campaign was more than a success—it was a testament to the power of purpose-driven marketing. By reinforcing Krush’s brand positioning through genuine community upliftment, we helped them build a deep, emotional connection with their audience. The strategic mix of digital and traditional media amplified reach and engagement, resulting in a campaign that delivered significant media value and, more importantly, spread a whole lot of goodness.
AMOK Digital was awarded a Gold Assegai Award for this campaign.
PROJECT DETAILS
CLIENT
Clover Krush
CATEGORY
Design & Content Creation, Animation, Website & App UI, UX, Social Media Marketing, Social Paid Media, Videography, Photography