YouTube to Play Central Role in Krave Campaign

Carat is working with Kellogg’s Krave to help launch a new social media campaign to amplify Krave’s promotional partnership with Alton Towers Resort’s new ride, The Smiler. 

Launching today, the campaign, which was created and delivered by Carat, Isobar and ChannelFlip Media, is targeted at teenagers and aims to make Krave a talking point over the summer holiday. The campaign will be amplified by leveraging the influence of famous YouTube personalities or ‘vloggers’, amongst Krave’s target demographic: 15 to 19 year olds. 

These YouTube vloggers, some of which have over one million subscribers, and who boast large teenage fan bases, will produce branded Krave videos, the first of which premiers today. Participants include iTunes chart-topper Alex Day and charming twin duo Jack and Finn.

Over the 14-week campaign period, each YouTube vlogger will receive a unique Krave pack containing a tailor-made challenge to unbox and share with their YouTube subscribers, before encouraging fans to take part themselves. 

The campaign will be supported by a social media strategy across the Krave social media channels – Facebook and Twitter – encouraging teenagers to participate in daily ‘Krave challenges’ to win exclusive prizes, and ‘Tweet When U Eat’, using Twitter handle @KraveUnleashed and hashtag #KraveTheSmiler. As a launch partner of Alton Towers Resort’s The Smiler, Krave will be giving away VIP experiences and fast-track tickets. 

Jordan Taylor, Sponsorship Executive, Carat said: “This partnership really brings to life the Kraveyness of Krave, and engages with its target market in a quirky and relevant way. The choice to use YouTube vloggers re-defines celebrity endorsement for the millennial generation.”

Thom James, Head of Social, Isobar said: “The campaign’s a great example of finding that ideal territory between what excites influencers and social audiences, and what a brand hopes to achieve through influencer partnership. We’ve built a level of detail into each stage of activity that will entertain anyone who experiences it.”

Wil Harris, CEO, ChannelFlip said: “It is fantastic that Kellogg’s and Carat have seen the amazing opportunity that working with these YouTube stars presents. With such a huge audience of highly engaged fans, these YouTubers are truly celebrities for the next generation of viewers, and we are delighted to be producing this exciting collaboration.”