Mindpool Productions and FENIX Marketing have gained two awards for Making The Cut Campaign at the New Generation Awards.
They were awarded Bronze for Most Innovative Social and Digital Media by a Small Agency, and similarly, KARAN BEEF was awarded Excellence In Content Marketing for their brand campaign Making The Cut.
KARAN BEEF was looking for an innovative way to communicate with their audience in the beef production industry, from beef cattle farmers to beef consumers. The solution to this communication challenge came from Johannesburg-based Mindpool Productions and digital marketing agency FENIX Marketing. Both teams collaborated to construct a brilliant and innovative way to get the message across to their targeted audience through well thought out content and strategic media placements across social media. The KARAN BEEF mascot, BEEF, gets up close and personal with some of south Africa’s best known, best loved sporting and showbiz celebrities – and so Making The Cut was born.
All 12 episodes were aired on YouTube, Facebook, Instagram, and TikTok every two weeks over the last seven months. Each episode focused on BEEF ‘roasting’ different celebrities, including Kobus Wiese, Kurt Darren, Desmond Dube, Joey Rasdien, Poppy Ntshongwana, Jack Parow, Refentse Morake, Alvin Bruinders, Minki van der Westhuizen, Naas Botha, Leandie Du Randt and Schalk Bezuidenhout. Whether it was Bezuidenhout stealing jerseys from grannies at bowls, van der Westhuizen being a ‘model’ student, Dube being a classically trained mime, and Bruinders being the world’s favourite fake security guard, every episode explored previously unknown and hilarious insights into these celebrities’ lives.
‘From a simple idea, to a fantastically executed award-winning campaign. We are honored to work with a brilliant brand such as KARAN BEEF and could not be prouder of the entire team behind this award-winning campaign, Making The Cut. We are excited to see what comes from it!’ said Brad Visagie, Managing Director of Mindpool Productions.
Launching a brand campaign across social media has significant benefits for brands. This is especially true when you remember that many consumers claim that they have been influenced by a brand’s social media presence when they are buying goods. KARAN BEEF took a leap of faith and launched Making The Cut across various social media platforms, and the results have paid off for them!
‘FENIX Marketing are thrilled with the results, and grateful to have been given the opportunity to work with an industry leading brand such as KARAN BEEF. It has been a pleasure to work with entertaining, like-minded and vibrant partners on this innovative digital campaign,’ concluded Mike Chisnall, CEO at FENIX Marketing.
MINDPOOL PRODUCTIONS
https://www.mindpool.co.za
FENIX MARKETING
https://fenixmarketing.co
