J.COB.2401 - Country of Origin Branding Japan
| Project start date: | 02 August 2023 |
| Project end date: | 30 June 2024 |
| Publication date: | 15 August 2024 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | International |
Summary
MLA Japan's Country of Origin Branding project is an annual project founded on consistently improving the awareness and preference for Australian red meat amongst Japanese consumers and trade alike. Activities and investments were conducted across PR, digital and social media channels throughout the year with focuses on seasonal events and campaigns. KPIs were measured across the different activities where insights and learnings will be used as we continue to evolve and improve our strategy.
Objectives
Key expected outcomes:
• bi-weekly posting of content across three social media platforms
• four-line postings/competitions outside of major campaign timings (quarterly)
• grow each social channel by 25%
• monthly press releases generating a minimum of three published articles per release
• 24 shares of partner’s content on owned social channels via reels
• EPRV increase of 15% increased yoy
• increase engagement in social media by 10% compared to previous campaigns.
More information
| Project manager: | Travis Brown |
| Contact email: | reports@mla.com.au |
