Doing Good: Connecting Mission, Stories, and Social
Social media marketing can build a community around your product and it offers marketers a way of establishing a direct relationship with customers. It also creates opportunities for customers to become a part of your brand’s story. But, when you open the door to user-generated content, how do you hold true to your brand’s character?
According to Karma Nuts Founder Ganesh Nair, the tone of a brand is so crucial that trusting customers to represent it can make anyone a little nervous. However, as his company’s name might suggest, he believes that what he puts out into the world will come back around—and Karma Nuts is doing a lot of good things.
In this week's episode of the Firebelly Social Show, hosts Duncan Alney and Lauren Johnson sit down with Ganesh Nair and Christina Appleton of Karma Nuts. Together, they discuss the company’s origins, the ways that the pandemic shifted their marketing plans, and how they’re using social media to let customers become a part of their brand’s story. Plus, everyone offers up their favorite nut and beverage flavor pairing.
Here’s a glimpse of what you’ll learn:
Ganesh Nair and Christina Appleton talk about their roles at Karma Nuts and describe the company’s mission
Ganesh shares the story behind the Karma Nuts brand
What are the best flavor pairings between Karma Nuts and adult beverages?
The impact of 2020 on marketing and distribution plans, and what’s next for Karma Nuts
How social media plays into the brand playbook, and how Instagram allows for a different kind of storytelling
How Karma Nuts maintains accurate brand representation with user-generated content
Where you can find Karma Nuts
About Ganesh Nair
Ganesh Nair is the Founder and CEO of Karma Nuts, a company whose mission is to put goodness into the world whenever you can. Ganesh is also the CEO of Wenders Western India Cashew Company, a third-generation, family-owned business. Before joining the family business and starting Karma Nuts, Ganesh worked in strategic planning, business development, and finance at Johnson & Johnson. Ganesh has a Master of Science in Health Sciences and Technology from Massachusetts Institute of Technology and a Master of Business Administration from UCLA Anderson School of Management.
About Christina Appleton
Christina Appleton is the Founder of Appleton Consulting, and she handles all things marketing and e-commerce for Karma Nuts. She is a strategic marketer with over 15 years of marketing experience, a background in analytics and operations, and a successful track record of building brands and launching new products. Previously, Christina worked in marketing roles at Thrive Market, FOX Sports, NBCUniversal Media, Sony, and General Mills. Christina holds a Bachelor of Arts from Northwestern University and a Master of Business Administration from Harvard Business School.