Back to R&D main

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