Social media helps stretch Japan summer beef marketing budget + VIDEO

Jon Condon, 02/08/2013


New opportunities are presenting themselves to use popular social media platforms like Youtube, Facebook and Twitter to boost Australia’s red meat marketing messages in important export markets.

While traditional channels like in-store promotion, engagement with the trade, and working with consumers and experts in fields like nutrition remain critically important to Australia’s marketing and promotion effort in Japan, social media is playing an increasing important role in getting more penetration, at a time when some MLA overseas budgets are being reduced .    

A new ‘Aussie Beef’ Summer Campaign starting in Japan today is a prime example.

The campaign is called “Everyone Feels Genki (Energy) with Aussie Beef!”

As part of the marketing strategy, MLA has selected ten amazing Japanese performers for an online competition, pitting them against each other via a Youtube viewer voting process.

Each of the acts ends their performance by displaying the famous ‘Aussie Beef’ hand gesture (which represents the shape of the Aussie Beef Logo).

The Aussie Beef symbol became universally known across Japan during the 1990s, when it was used as part of mass-market television and print campaigns to establish Australia’s identity as a supplier of clean-green, safe, quality beef.

Consumers and viewers will judge which of the performers has the best “Genki” pose, for the chance to win a holiday to Australia. The performers range from an 80 year old body-builder to a young hip hop dancer.

Click here to check out the Youtube video of the 80-year-old body builder and the rest of the performers.

“The campaign was created to introduce Aussie Beef to all generations and across genders,” MLA Japan region manager Melanie Brock said.

“The key message is that Aussie Beef comes from a clean, green natural environment and is a source of energy for everyone.”

“The Aussie Beef hand gesture, which represents the shape of the Aussie Beef logo, is already well-known among Japanese people over 30 years old, so the campaign leverages this high awareness and recognition, while also introducing it to the younger generations through social media and digital channels,” she said.

Ultimately the aim was to gain increased brand awareness and increased sales of Australian beef.

  • MLA’s Japan summer beef campaign ‘Genki’ can be accessed here (viewers need to scroll down).





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