Yolk was founded by Daisy Hill (née Barnes) and Alex Hill in 2017 to spearhead a new era of ethical marketing, designed for humans, not algorithms.
Our culture marketing approach - or ‘branded entertainment’ if you’re in America, champions the creation of shared, human experiences - both online and office - to reflect a brands personality and values, as opposed to repeating the nature of the product or service over and over again to the tune of a thousand tweets.
We work as a bridge between creatives and bigger brands and destinations, facilitating the commissioning of cultural, lifestyle, wellbeing, editorial and leisure content, activations and experiential. From supper clubs to art exhibitions and print magazines, recycled postcard projects and pop-up shop curation to meaningful social media graphic design.
We help brands build their bespoke culture, widening networks and building communities not celebrities. Helping companies talk to today’s increasingly astute buyer via the creation of something good, sustainable and memorable - not just another #ad.
A recent Forbes study found that 84% of millennials don’t like traditional marketing but brands still continue to talk about themselves as their main method of PR and marketing.
Spending money on insular content that exists largely online (and can rise thanks to SEO regardless of its creative merit), missing out on the huge potential for human to human interaction and physical, authentic experiences.
The well publicised trust erosion between consumers and media is making it diffcult for marketers to effectively engage with their audience* and the solution thus far has been to overload our media diet with an abundance of content. Currently 456,000 tweets are sent on Twitter every minute and Instagram users post 46,740 photos.
There has been an upsurge of interest in the Japanese concept of ‘ikigai’ the latest cultural lifestyle trend. It means ‘purpose’ or ‘reason for being’. Perhaps due to the fact that people are getting high on notifications, but desperate for company.
People are employing a ‘nutritious’ attitude toward technology, favouring experiences that nourish us rather than addict us or hook us up. Tristan Harris, Google’s former design ethicist compares our current relationship with our devices to fast food. As companies innovate, they will need to switch from a mentality that encourages time on screen to one that encourages time well spent. Change-makers are favouring new networks which foster citizenry.
Culture Marketing is the principal way for conscious brands to build loyal communities, support the creative industries, improve the overarching media ecosystem and add genuine value to their audience’s lives.
The creation of cultural, lifestyle, wellbeing, editorial and leisure content, activations and experiential shifts a brand’s need to constantly talk about themselves therefore flooding the media landscape. Instead standing for something good and contributing to our creative output in the UK. With 78% of change makers wiling to boycott a brand that doesn’t send out a positive message, culture marketing produces sustainable content and conversation for all conscious brands who want to future-proof their companies and positively impact the world.
We are over the moon to be releasing our first print issue of Yolklore magazine. Designed to show you stuff you don’t normally come across, by brands and people you’ve not yet heard of. Our mission is to help the cream rise to the top, championing brilliance, curiosity and eye-opening physical experiences, not keywords. Pre-order issue 1 before 15th May, £8 here. For the online magazine, head here.
Feed Fight: Yolk’s Podcast
Feed Fight’s purpose is to make our feeds a better, more creative, mind-nourishing (not mind-numbing) place to be. With a little help from our friends and some very special guests we’re delving deeper into our obsession with our phones and helping consumers find the good stuff and brands create only content of substance, creative merit and value.
Click to listen to Episodes 1 and 2 here or search: Feed Fight on Spotify or `Stitcher.