Faces of Beef

Rockhampton’s Beef Week: The Coachella of Cows THE COACHELLA OF COWS

Brand Partnership • Social Media Campaign • Sponsorship

RPR&Co. and Galah teamed up to create Faces of Beef, a playful social media campaign and content series that captured the vibrant spirit of Rockhampton Beef Week. The world-renowned triennial symposium is the biggest event of its kind in the southern hemisphere that promotes, advances, and celebrates the $23 billion beef industry.

Delivered within a two-week timeframe, the campaign told the stories of the different faces of those attending Beef, from billionaire cattle barons and multi-generational family producers, to scientists, schoolkids, chefs, pollies and all the colourful characters in between. RPR’s Account Director Ella (who gave up beef for two months in preparation of the big dance. (see more here) employed her journalism skills to act as our intrepid ‘Galah on the Ground,’ engaging audiences with her quirky, off-the-beaten-track interviews. From the blow-ins on M’Eat Street to the bar flies at the Cattleman’s, from sampling steak sangas to hunting down the who’s who of the industry, she spent the week finding out what makes the industry tick. Backed by Nutrien Ag Solutions as a paid sponsor, the initiative used creative storytelling to craft meaningful and highly shareable content across multiple platforms.

 

OBJECTIVE

RPR&Co. teamed up with Galah for a collaborative campaign that captured and celebrated the vibrancy of Beef Week. With 40,500+ combined social media followers, the partnership leveraged both brands’ highly engaged, loyal audience to drive exposure for Nutrien Ag Solutions.

The objective of the campaign was to provide Nutrien with dynamic, diverse content to distribute through Galah’s newsletter and RPR x Galah social channels. Our strategy was to elevate the campaign’s impact and visibility by collaborating with additional brands to increase newsworthiness and engagement.

HOW

Drawing on our contacts, journo backgrounds and industry know-how, Ella’s content toolkit involved an i-phone, imagination and a fair bit of micro-managing from Annabelle and Georgie from 4,000kms away. Meanwhile she stuck to the brief of producing story-driven ‘vox pops’ featuring interviews with quirky, engaging characters encountered on her travels.

Across 5 exhausting, hiliarous days, Ella interviewed, filmed, filed and edited light-hearted, shareable content tailored for social media platforms to maximise audience interaction. Nothing says ‘run-a-mile’ to a cattle baron more than a gal with a microphone in hand and list of questions in the other but nonetheless Ella ensured attendees to feel comfortable on camera and ensure authentic, entertaining moments.

Prior to touching down in Rocky, we meticulously researched the event and offerings to ensure we were prepared, while being agile and fast to chase down an interesting story.

OUTCOMES

→ The campaign successfully amplified the spirit of Beef Week, providing Nutrien with high-quality, engaging content to enhance its brand presence. We helped spread the work of Nutrien, raising awareness of its offerings, as well as shine a positive light on the beef industry and its important place in the Australian economy.

→ The success of the campaign strengthened the partnership between Galah and RPR&Co., positioning them as creative collaborators with a knack for delivering compelling, community-centred campaigns.

→ Together, we created a fun, memorable experience for attendees, driving organic engagement across social media channels. With the world-class event held only three years, the campaign is a digital keepsake of the people who attended the event.

→ The Faces of Beef campaign demonstrated the power of humour, storytelling, and collaboration to deliver an impactful, high-energy initiative with lasting resonance.

RESULTS

COMBINED SOCIAL MEDIA
FOLLOWING
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INSTAGRAM STORY
IMPRESSIONS
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INSTAGRAM POST
IMPRESSIONS
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