Aussie Beef & Lamb (ABL), an organization dedicated to marketing nutritious and delicious Australian red meat, sought to catch up with the digital trend of short-form video on platforms like TikTok, Instagram Reels, and YouTube Shorts. Their goal was to share the benefits of their products, sustainable farming practices, and easy preparation with North American consumers.
Reingold devised a dynamic creative approach to show that Australian red meat is easy to cook, supports a healthy lifestyle, and tastes absolutely delicious. We crafted videos in several different styles from organic-looking to professionally polished pieces to collaborations with influencers. This diverse approach allowed us to test and optimize video performance. And we implemented a tailored digital marketing strategy, encompassing both paid and organic social media tactics, to reach ABL’s target audiences.
After three months of implementing a short form video centric strategy, Reingold helped ABL increase their year over year impressions by 517% and engagements by 689%. We discovered through creative testing that the less polished, more native-looking video content drove the most impressions at the lowest cost. Influencer content also performed well but had a far higher CPM due to creators’ fees.
As a result of initial performance, ABL was able to re-invest in creation of more authentic video content that blends into social media users feeds, rather than more expensive produced and influencer content.