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Quality Comedy Shows Its Worth For KARAN BEEF

KARAN BEEF was awarded Bronze at The New Generation Social & Digital Media Awards for Excellence In Content Marketing, held on the 29th of September 2022. 


The campaign, Making The Cut, was a brilliant success as it thrived off a well-thought-out brand strategy, and quality content that was shared across multiple digital platforms, showing the audience’s mutual love for comedy, braaiing, and beef. Making The Cut ran from March to September 2022 and saw 12 much-loved South African celebrities facing BEEF, the KARAN BEEF mascot! Overall, the campaign received 76 million impressions on social media, showing the love South Africans have for comedy! 

“We, at KARAN BEEF, are extremely humbled by the campaign’s recognition. We are incredibly proud of the teams involved, Mindpool Productions and FENIX Marketing, in making this not only successful but an award-winning campaign too,” says Matthew Karan, Marketing and Sales Director, KARAN BEEF.

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! 

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 Schalk Bezuidenhout stealing jerseys from grannies at bowls, Minki van der Westhuizen being a ‘model’ student, Desmond Dube being a classically trained mime, and Alvin Bruinders being the world’s favourite fake security guard, every episode explored previously unknown and hilarious insights into these celebrities’ lives. “Our goal was to launch a campaign that touched the hearts and homes of all South Africans, by bringing them prime humour delivered by some of SA’s top celebrities,” explains Matthew Karan, Marketing and Sales Director at KARAN BEEF. 


76 million total impressions

Over the past seven months, the campaign achieved great success with 20,4 million video views and 76 million impressions, showing how South Africans resonated with the campaign.

The Making The Cut YouTube channel grew by 1 650 subscribers when on average it takes a channel 22 months to reach 1 000 subscribers. A phenomenal result for a brand new channel on a saturated platform.

The amazing results achieved during this campaign has again highlighted the value of quality, comedic content created by local brands for South Africans. Take a look at all the latest Making The Cut episodes or follow Making The Cut on Instagram (@makingthecut_beef) or Facebook (@makingthecutbeef) and TikTok (@makingthecut_beef).

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