Meat & Livestock Australia/ MLA Promo, Case study BARBIE GIRL by BMF Australia


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Industry Sausage and meat products
Media Promo & PR, Case study
Market Australia
Agency BMF Australia
Director Craig Melville
Executive Creative Director Dylan Taylor-Cd Direct
Art Director Jake Rusznyak
Copywriter Dennis Koutoulogenis
Producer David Curry
Strategic Planner Christina Aventi
Released January 2012

Credits & Description

Category: Best Use of Media Relations
Agency: BMF
Executive Creative Director: Dylan Taylor (BMF)
Creative Director: Dennis Koutoulogenis (BMF)
Copywriter: Dennis Koutoulogenis (BMF)
Associate Creative Director: Jake Rusznyak (BMF)
Art Director: Jake Rusznyak (BMF)
Agency Producer: Mel Herbert (BMF)
Group Account Director: Bec Morton (BMF)
Account Director: Kelly Howard (BMF)
Strategic Planner: Christina Aventi (BMF)
Director: Craig Melville (Jungle Boys)
Producer: David Curry (Jungle Boys)
Director of Photography: Hugh Miller (Jungle Boys)
Lighting: Andy Robertson (Jungle Boys)
Editior: Craig Melville (Jungle Boys)
Media placement: Consumer PR - TV (news, current affairs and breakfast programs), radio interviews, print and online news - 10 January 2012
Media placement: Events - Tamworth Music Festival, Adelaide Cricket Test, various public appearances - 10 - 26 January 2012

Summary of the Campaign
Sam Kekovich is an Aussie legend. His well-loved annual promotion has smashed sales records, and made Lamb on Australia Day what turkey is to Christmas.

In the campaign’s 8th year, the goal was to drive his fame across previously unused media channels, and maximise sales and participation with the brand - even though there was some negative PR, and record lamb prices. With our modest media ($700,000) and PR budgets ($50,000) we needed to maximise our media partnership across traditional media and create a presence for Lamb online and in social media.

So Sam took a swing at popular culture, declaring it so unAustralian that he would create ‘chop-ular culture’ and drive himself to be number 1 with his song, ‘Barbie Girl’, a mouth-watering rewrite of the classic Aqua track.

The Situation
Lamb prices have grown exponentially year on year and 2012 was no different. Lamb chops increased to on average more than $44 a kilo, but as an important Australian export, lamb sales volumes needed to be sustained.

While lamb is a much-loved meat, consumer pockets are only so deep and faced with tough economic times, cheaper cuts (or other proteins) could easily be purchased.

In the campaign’s eighth year there was a need to create something fresh, unique and entertaining to generate PR, word of mouth and social media activity.

The Goal
Barbie Girl aimed to surprise, delight and entertain Australians. The appearance of Sam Kekovich on Australia Day was expected, but his rant on popular culture and the unique song wasn’t. The unpredictable and unique content created a host of tactical media opportunities with Sam.

The goal was to build on and exceed the success of the previous year’s campaign, which generated $4.4m in PR.

We also aimed to sell more lamb than ever before.

No research was undertaken to achieve these goals.

The Strategy
Key to the delivery of media coverage was identifying tactical opportunities for coverage in news and lifestyle pages as well as securing Lamb’s place in Australia Day food features.

The goal also encompassed, facilitating media opportunities with Sam Kekovich. The campaign relies heavily on entertaining, unexpected content, the more unique or controversial the content, the more media interest and social media buzz.

The PR campaign launched by targeting radio stations, major metropolitan news organisations and online news sites with a sneak peak of Sam’s rant on unAustralianism and a preview of the adapted song. Reactive media coverage was used to maintain a media presence following the launch of the campaign and song, there were also a number of media interviews and profile opportunities with Sam Kekovich.

The campaign's duration was 2.5 weeks.

Documented Results
Coverage attained (as of 30th March 2012, with further results to still come through):
· Audience reach = 145.9m;
· TV mentions = 847 (including syndications);
· Print mentions = 160;
· Radio mentions = 283 (including syndications);
· Online mentions = 167.

The value of the media coverage was $5.5m, far surpassing the previous year's $4.4m worth of coverage. This was achieved on a very modest $50,000 PR budget.

Australians consumed Lamb in record, numbers with a 31.7% uplift in sales over the campaign period, with retailers reporting a sales increases of up to 10% on last year.