Targeting strategy for Australian beef customer Mr T Beef
Australian beef brand Mr T Beef develops marketing strategy and reaches consumers via TVC and TikTok Dance Challenge.
With a mission to “bring quality Australian beef to every Vietnamese meal”, Mr T Beef’s products are carefully selected. According to the brand’s representative, the cows are imported whole from Australia, cared for and raised in Vietnam according to the closed 3F process (Feed – Farm – Food). To maintain freshness, farms perform human sacrifices every day according to the rules of Escas.
Capital “born late”, the brand is committed to addressing customers in a new and creative way, evoking emotions and connecting to the lives and behaviors of customer groups.
“We chose to emphasize the movement that the meat rotates at the time the roast is prepared, evoking the joy and pleasure that Mr. T Beef offers in savoring the meat,” said the representative.
“By taking a new and unique angle, we ‘edit’ our media products according to two key principles: attention and unity,” said the brand representative.
Notably, the entire TVC is only 57 seconds long, doesn’t ramble and doesn’t shuffle much information just to impress with the ‘hand flip’ movement, opening up the story of Australia’s Mr T Beef.
The movement of the hand appeared from the first seconds, then the video, the frequency thickened, and the rhythm accelerated and accelerated. As the main character realizes the importance of the hand gesture, the audience also understands the connection between the hand gestures and the familiar way of becoming flesh.
Spread the word via TikTok
According to a brand representative, more than 50% of TikTok users in Vietnam are between the ages of 13 and 24, showing that this platform is fertile ground for businesses to reach Gen Z audiences. Challenge) and hot viral TikToker.
Mr. T. Beef has also chosen the TikTok platform to promote products to users. Investing in the audio is key. Using house music and mostly bass material, the brand has created catchy tunes that keep people wanting to listen and dance to the music over and over again.
The rap lyrics fully and accurately convey the necessary content such as the brand name, the message “Eat Australian beef, come to Mr. T”, “Import Whole Animals”, “Guaranteed Freshness and Deliciousness”… Weird Hand. The action of turning over on TVC has also been expanded with the Dance Challenge to remember odd moves, ask for participation, or remember the act of turning over meat in the oven.
Millions of TikTokers like Cano, Khiet Dan – Thanh Tat, Huynh Nhut… also integrate dances with fun performances to help viewers understand the context of the story and to highlight the story’s “special selling points”. .
Fat van (photos and videos: Mr. T-Beef)