Results and Effectiveness

Dare we say it, the campaign struck a chord. When Nova radio station’s top 100 countdown on Australia Day hit the airways the number 1 song was none other than Sam’s Barbie Girl. Over the two week campaign period Sam’s Barbie Girl video was clicked on every 15 seconds (1.2 million views). The traction we received with media and publicity outlets meant our initial media budget of $800,000 was transformed in over $4m of earned media value. And most importantly, sales of lamb increased by 19% YOY in the critical week leading up to Australia Day – almost doubling our target.

Creative Execution

The campaign was activated in 3 components mimicking a typical music single launch: 1. The publicity tour. Sam announced the upcoming music single on one of Australia’s highest rating current affairs programs. He then hit the publicity trail. Co-hosting music programs, appearing on morning TV and writing an opinion piece Rolling Stone magazine, Sam kept everyone up-to-date with his escapades through ongoing Facebook updates. 2. Cementing sex symbol status. The publicity tour was backed by a media campaign to boost Sam’s star status. Heavy weight outdoor, magazine and in-butcher activity boosted Sam’s profile. Large centerfold-like images of Sam Kekovich were seen all over the country letting people know Australia had a new pop icon. 3. The airplay. Sam’s song was seeded on social platforms as well as being played across music television - it even got a run during Australia’s Funniest Home Videos. Sam’s version of Barbie Girl was everywhere.

Insights, Strategy and the Idea

Sam Kekovich is well known in Australia for his quasi-political and controversial rants encouraging consumers to buy lamb for Australia Day… too well known in fact. This year we needed to use our communications to evolve Sam’s story so Australians once again felt compelled to buy lamb for Australia Day. Particularly in light of our biggest sales target ever – an increase YOY of +10%. Inspired by President Obama’s political success through social media we fused Sam’s own brand of politics with social media. The insight: Music singles are not only the most powerful social currency on the web but the one thing that everyone listens out for come Australia Day with the long awaited Top 100 countdown. Our strategic idea: Launch ‘Chopular Culture’ by getting Sam to release his debut single: a re-imagining of the classic pop anthem Barbie Girl.