Taurine, glucuronolactone, caffeine, B vitamins, sucrose and glucose are definitely no secret…. So what makes Red Bull the number one energy drink, selling almost 4 billion cans of this high octane every year? Red Bull has managed to open up a totally new soft drinks segment and dominate it ever since; would it have to do with their unique communication strategy?
The Red Bull communication strategy is all about associating the product with the coolest thing to a young male target audience. Their numerous initiatives range from extreme sports to art shows, music, and video games. The difference is that Red Bull really maximises their media activities further than other brands. They not only sponsor events or celebs and stick their logo everywhere… they also create their own events and generate branded entertainment from them! It’s then pretty simple: Make branded content SO COOL that once you watch it you will want to share it.
Proof by example, watch this:
So? didn’t you find it so awesome you would have posted it on your Facebook wall? I did when I watched it for the first time.
I have often said that Content is at the heart of a good social strategy. Red Bull pushes this further by demonstrating that content and social can be at the heart of a brand strategy. Check out the Red Bull corporate website: www.redbull.com definitely not about product information…
– 1st secret ingredient: understand what would appeal to your audience. Not the mainstream stuff, but the inspirational stuff, hence the cliff diving, Parkour, skating…
– 2nd secret ingredient: carefully select your talents, directors, producers and create break throughs… hence their formula 1 pilot Sebastian Vettel (youngest-ever championship runner-up and current world champion). When putting the team together Red Bull was looking for a potential rather than a winner at the time.
-3rd secret ingredient: use opinion leaders within your target audience to spread the content, from there build your own community, hence the integration of every single of their athletes within their brand social strategy. That makes over 300 personalities who genuinely amplify Red Bull’s communication!
-4th secret ingredient: curate your community… with over 22 millions global fans on their Facebook page, plus thousands more on their sub categories (record production, teams, flights…) Red Bull is increasing the focus given to their own distribution channels (mobile & web TV with social integration).
With the recent F8 summit, we have heard a lot about “social by design” I think that Red Bull had nailed this concept very early on in the very essence their marketing activity. Their strategy embraces cross platform story telling, participation and audience engagement. This is also reflected in the way Red Bull works on the deployment of its media activities:
“The Red Bull approach ensures that storytelling is at the heart of every idea, event, relationship and initiative. That’s such a huge advantage when it comes to creating amazing content, and driving a social response. It made the job a bit of a dream come true for any communications person. The good news is, it’s not out of reach for other brands, but it does require a shift in thinking.”
In summary I thought this was an interesting case study to share as a lot of brands are looking at ways to best use social media. Red Bull is doing it well and there is a lot we can learn from the product I feel like calling “the Facebook of energy drinks”.
If you are interested in reading more about the Red Bullionare, here is a good article on The SMH