{"id":22802,"date":"2025-01-21T09:06:10","date_gmt":"2025-01-21T09:06:10","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=22802"},"modified":"2025-01-21T09:27:22","modified_gmt":"2025-01-21T09:27:22","slug":"contents-section-campaign","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/contents-section-campaign\/","title":{"rendered":"How &#8220;The Comments Section&#8221; Takes on Internet Trolls\u2014And Wins"},"content":{"rendered":"<h2>Quick Summary<\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Viral reach.<\/b><span style=\"font-weight: 400;\"> The campaign amassed over 5 million views within the first week across social media platforms.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Public engagement.<\/b><span style=\"font-weight: 400;\"> Generated thousands of comments and shares, igniting conversations about online behavior and unity.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Sales impact.<\/b><span style=\"font-weight: 400;\"> The ad is part of an annual campaign that results in increased Australian lamb sales every year.\u00a0<\/span><\/li>\n<\/ul>\n<hr \/>\n<p><i><span style=\"font-weight: 400;\">The comments section is getting toxic. <\/span><\/i><span style=\"font-weight: 400;\">That\u2019s the premise of &#8220;The Comments Section,&#8221; an ad by Australian Lamb that humorously brings real online comments into everyday situations.\u00a0<\/span><\/p>\n<p>The ad showcases the absurdity of internet comment culture and encourages Aussies to step away from divisive online debates and come together over a lamb barbecue.<\/p>\n<p><center><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/75BAUXZyWw0?si=QLsM6eKqR7Tkp3gB\" width=\"780\" height=\"438\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center><\/p>\n<h2><b>Background<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s summer down under, and Meat &amp; Livestock Australia (MLA), the organization behind Australian Lamb, has a history of creating memorable and impactful advertising campaigns around Australia Day, January 26.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Their goal is to promote lamb as a unifying national dish, encouraging Australians to come together over a shared meal. In recent years, MLA has focused on addressing social issues and promoting unity through their campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A quick look through their own <\/span><a href=\"https:\/\/www.facebook.com\/australianlamb\/\"><span style=\"font-weight: 400;\">Facebook comments<\/span><\/a><span style=\"font-weight: 400;\"> proves that followers look forward to their summer ads every year.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-22804 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/young-asian-woman-looking-surprised-and-afraid.jpg\" alt=\"young asian woman looking surprised and afraid\" width=\"780\" height=\"393\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/young-asian-woman-looking-surprised-and-afraid.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/young-asian-woman-looking-surprised-and-afraid-300x151.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/young-asian-woman-looking-surprised-and-afraid-768x387.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">\u201cDo you think this is happening everywhere?\u201d<\/span><\/i><\/p>\n<h2>Campaign Overview<\/h2>\n<p><span style=\"font-weight: 400;\">&#8220;The Comments Section&#8221; was developed by Droga5 ANZ, part of Accenture Song. The campaign features real comments sourced from online platforms like Instagram, TikTok, Reddit, Facebook, and YouTube, brought to life in everyday scenarios to highlight their absurdity.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The ad humorously portrays heated online debates about trivial topics, such as dog grooming and flat earth theories, unfolding in real life. The ad ends with &#8220;Lambassador&#8221; Sam Kekovich urging everyone to &#8220;get out of the comments and into the cutlets.&#8221;<\/span><\/p>\n<h2>Key Success Factors<\/h2>\n<h3>Relatable content<\/h3>\n<p>By showcasing real online comments, the campaign resonates with audiences familiar with the often absurd nature of internet debates. This relatability encourages viewers to reflect on their own online interactions.<\/p>\n<h3>Humor and satire<\/h3>\n<p>The use of humor to highlight the ridiculousness of online arguments makes the campaign entertaining and shareable, increasing its viral potential.<\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-22805 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/surprised-man-sitting-in-the-crowd-next-to-a-masked-man.jpg\" alt=\"surprised man sitting in the crowd next to a masked man\" width=\"780\" height=\"403\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/surprised-man-sitting-in-the-crowd-next-to-a-masked-man.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/surprised-man-sitting-in-the-crowd-next-to-a-masked-man-300x155.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/surprised-man-sitting-in-the-crowd-next-to-a-masked-man-768x397.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><b><i>\u201cIf cringe could kill ya, this would be a lethal dose.\u201d<br \/>\n<\/i><\/b><i><span style=\"font-weight: 400;\">\u201cOoh! Another keyboard warrior.\u201d<\/span><\/i><\/p>\n<h3>Timely message<\/h3>\n<p>Addressing the growing concern over divisive online behavior, the campaign taps into a relevant social issue, prompting discussions about the impact of internet culture on real-life relationships.<\/p>\n<h3>Strong call to action<\/h3>\n<p>Encouraging Australians to unite over a lamb barbecue provides a positive and actionable takeaway, reinforcing the brand&#8217;s message of togetherness.<\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-22806 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/man-sitting-and-looking-back-at-the-crowd.jpg\" alt=\"man sitting and looking back at the crowd\" width=\"780\" height=\"393\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/man-sitting-and-looking-back-at-the-crowd.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/man-sitting-and-looking-back-at-the-crowd-300x151.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/man-sitting-and-looking-back-at-the-crowd-768x387.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><b><i>\u201cYeah, right. Next thing, you\u2019ll tell me the earth is flat.\u201d<\/i><\/b><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" class=\"size-full wp-image-22807 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/object-in-space-orbiting-the-earth.jpg\" alt=\"object in space orbiting the earth\" width=\"780\" height=\"398\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/object-in-space-orbiting-the-earth.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/object-in-space-orbiting-the-earth-300x153.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/object-in-space-orbiting-the-earth-768x392.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><i><br \/>\n\u201cSee? Flat earth!\u201d<br \/>\n<\/i><i><span style=\"font-weight: 400;\">\u201cThat proves nothing! It could be AI.\u201d<br \/>\n<\/span><\/i><\/p>\n<h2>Innovative Elements<\/h2>\n<h3>Use of real online comments<\/h3>\n<p>Incorporating actual comments from various platforms adds authenticity and relatability to the campaign, making it more impactful.<\/p>\n<h3>Blurring online and offline worlds<\/h3>\n<p>By bringing online debates into real-life scenarios, the campaign creatively illustrates the absurdity of internet arguments, prompting viewers to reconsider their online behavior.<\/p>\n<h3>Integration of AI-generated imagery<\/h3>\n<p>The ad features an AI-generated image of Australian television presenter David &#8220;Kochie&#8221; Koch, adding a humorous and topical element that reflects <a href=\"https:\/\/au.finance.yahoo.com\/news\/david-koch-lashes-out-over-scammers-using-his-image-004509637.html\">current discussions<\/a> about AI and misinformation.<\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-22808 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/senior-woman-in-a-red-dress-sitting-at-a-table-drinking-tea.jpg\" alt=\"senior woman in a red dress sitting at a table drinking tea\" width=\"780\" height=\"395\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/senior-woman-in-a-red-dress-sitting-at-a-table-drinking-tea.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/senior-woman-in-a-red-dress-sitting-at-a-table-drinking-tea-300x152.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/senior-woman-in-a-red-dress-sitting-at-a-table-drinking-tea-768x389.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><b><i>\u201cAnd that\u2019s the way you make a perfect cuppa.\u201d<br \/>\n<\/i><\/b><i><span style=\"font-weight: 400;\">\u201cWhat? Milk before tea? This is a crime!\u201d<br \/>\n<\/span><\/i><i><span style=\"font-weight: 400;\">\u201cSame as with cereals. Milk first.\u201d<br \/>\n<\/span><\/i><i><span style=\"font-weight: 400;\">\u201cYou are a psycho!\u201d<\/span><\/i><\/p>\n<h2>Impact and Results<\/h2>\n<h3>Audience reach<\/h3>\n<p>The campaign has reportedly garnered over 5 million views\u2014so far\u2014across platforms, racking up nearly 1.9 million views on YouTube alone within four days of its launch.<\/p>\n<h3>Social media engagement<\/h3>\n<p>The campaign has generated thousands of comments, shares, and discussions online, amplifying its reach and impact.<\/p>\n<h3>Increased sales<\/h3>\n<p>Metrics aren\u2019t yet available for this ongoing campaign, but previous Australia Day campaigns resulted in significant sales boosts, <a href=\"https:\/\/www.mla.com.au\/news-and-events\/industry-news\/out-of-the-comments-and-into-the-cutlets-mla-latest-summer-lamb-campaign\/?utm_source=chatgpt.com\">according to Nathan Low<\/a>, General Manager for Marketing and Insights.<\/p>\n<blockquote><p>\u201cDuring the six-week campaign in 2024, purchase volume increased 18.9% compared to the previous year and purchase volume per trip increased 9% compared to the previous year. We hope Aussies enjoy the ad and it prompts them to share the lamb in 2025.<\/p>\n<p>\u201cLeave us a nice comment while you are at it.\u201d<\/p><\/blockquote>\n<p><img loading=\"lazy\" class=\"size-full wp-image-22809 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/senior-man-happily-grilling-in-a-suit.jpg\" alt=\"senior man happily grilling in a suit\" width=\"780\" height=\"367\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/senior-man-happily-grilling-in-a-suit.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/senior-man-happily-grilling-in-a-suit-300x141.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/senior-man-happily-grilling-in-a-suit-768x361.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">\u201cThere\u2019s gotta be something that unites us!\u201d<\/span><\/i><\/p>\n<h2>Marketer Takeaways<\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Make it relatable.<\/b><span style=\"font-weight: 400;\"> Using real, relatable content can enhance audience connection and engagement.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Address timely issues.<\/b><span style=\"font-weight: 400;\"> Tapping into current social concerns can make a campaign more relevant and impactful.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Use humor effectively.<\/b><span style=\"font-weight: 400;\"> Humor can be a powerful tool to convey messages and encourage sharing.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Encourage positive action.<\/b><span style=\"font-weight: 400;\"> Providing a clear and positive call to action can reinforce brand messaging and drive consumer behavior.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" class=\"size-full wp-image-22810 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/hand-giving-a-thumbs-up.jpg\" alt=\"hand giving a thumbs up\" width=\"780\" height=\"401\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/hand-giving-a-thumbs-up.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/hand-giving-a-thumbs-up-300x154.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/hand-giving-a-thumbs-up-768x395.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<blockquote><p>Media Shower\u2019s AI platform helps you craft campaigns that spark conversation and bring people together\u2014no comment section required. <a href=\"https:\/\/www.mediashower.com\/user\/free_trial\">Click for a free trial<\/a>.<\/p><\/blockquote>\n\n\t<div class=\"category-view-wrapper\">\n\t\t\t\t\t<h2>More Tools for Busy Marketing Managers:<\/h2>\n\t\t\t<div class=\"category-view-articles ms-submit-posts\">\n\t\t\t\t<section 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class=\"clearfix\"><\/div>\n\t\t\t\t<\/section>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n","protected":false},"excerpt":{"rendered":"<p>Learn how Australian Lamb\u2019s &#8220;The Comments Section&#8221; campaign used humor and real social media comments to make a serious point and unite Aussies over a barbecue.<\/p>\n","protected":false},"author":113,"featured_media":22803,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[459],"tags":[],"_links":{"self":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/22802"}],"collection":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/users\/113"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/comments?post=22802"}],"version-history":[{"count":3,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/22802\/revisions"}],"predecessor-version":[{"id":22813,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/22802\/revisions\/22813"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media\/22803"}],"wp:attachment":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media?parent=22802"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/categories?post=22802"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/tags?post=22802"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}