Red Bull Case Study
How Red Bull became the worldwide leader in energy drinks industry?
c x c r u x . c o m ABOUT RED BULL
Red Bull is the worldwide leader in energy drinks. Forbes
estimated the company's market value at $20 billion in
December 2019.
www.cxcrux.com Page 2 RED BULL'S MARKETING STRATEGIES
By basing its marketing and advertising approach around promoting a high-
energy philosophy for the lives of its consumers, Red Bull arguably sells a way
of life rather than a simple energy drink product. This is most prevalent in the
range of extreme sporting events that it hosts and sponsors, working with
influencers in the field and sharing captivating content that inspires its target
audience to be more active and adventurous.
Red Bull continues to use traditional marketing strategies such as advertising
and public relations, but it is its content strategy that has exponentially
increased the value of the Red Bull company by building an audience of loyal
followers who rely on the products and services recommended by their brand,
not just energy drinks.
Content marketing has transformed the company in such a way that some
executives define Red Bull today as a “media company that also sells energy
drinks”. www.cxcrux.com Page 3 YouTube
Red Bull has an exceptionally well managed and produced YouTube
account. With their strategy of sponsoring extreme athletes and
international events, the company has been able to put together
awe-inspiring video clips for the world to see on their YouTube
www.cxcrux.com Page 4 Facebook
Red Bull also has an excellent Facebook page which is updated frequently.
Red Bull has done exceedingly well with 48,097,883 individuals “liking”
their page.
www.cxcrux.com Page 5 Twitter
Red Bull has a surprisingly good Twitter Account with frequent posts. Their
ability to affiliate themselves with athletes and companies has driven traffic to
their page with posts about sports, events, and daily activities. The tweets state
their Authentic Voice and how they have caption the HD Images & short
Videos, along with their links & #tags. The authentic content along with perfect
#tags & mentions can make a post tremendously successful.
www.cxcrux.com Page 6 Instagram
With extreme sports come fantastic photographs and videos that draw
the attention of the consumer. Red Bull has been able to capture
14,056,550 followers on their Instagram account which displays its
power in capturing the consumer with interesting content.
www.cxcrux.com Page 7 INFLUENCER DIGITAL MARKETING Red Bull masterfully uses influencer marketing to attract audience
engagement, retain viewer attention and reinforce positive brand
association among its consumers. In keeping with its high-energy
theme, the brand collaborates with a combination of carefully
selected influencers – generally elite athletes and extreme sports
personalities.
These ambassadors document their training and participation in
sporting competitions, bringing this promoted content to their
own audiences through social media, thus broadening the delivery
of Red Bull's philosophy and promoting brand affinity to new
viewers.
www.cxcrux.com Page 8 USER-GENERATED DIGITAL CONTENT The brand also utilises user-generated content across its own corporate social media
profiles, essentially allowing its digital following to become micro-influencers.
Red Bull conducts an international photo competition every three years, called Red
Bull Illume. This enormously popular contest aims to promote photography within
the sphere of extreme sports and adventure, once again linking back to the brand's
primary marketing objective.
www.cxcrux.com Page 9 EVENT SPONSORSHIP Red Bull is well known for its sponsorships of sporting events,
but in recent years it has taken this concept even further
through its ever-growing portfolio of sports teams, including
the Red Bull F1 and NASCAR teams, football clubs in New
York, Leipzig and Salzburg, and ice hockey teams in Munich
and Salzburg.hours.
www.cxcrux.com Page 10 RED BULL MEDIA HOUSE What was once a small editorial team of Red Bull is today
the Red Bull Media House, one of the most successful
communication companies in the world. It sells content to
newspapers like The New York Times, produces TV series
and music albums, organizes international events and
even manages the Red Bull merchandising online store.
Focused on creating content related to motorbike and car
sports. It covers 70 races and 360 championships. It sells
advertising and sponsorship deals. Other content-related
areas. Red Bull TV, Red Bull films and documentaries, live
coverage of extreme-sports.
www.cxcrux.com Page 11 THE TARGET AUDIENCE OF RED BULL
The target audience of Red Bull is predominantly between the ages of 18 to
34 year old, both male and female, who have an average to high income,
likes sports, extreme sports and athletic events. Their customers can be
defined as young, independent professionals with big dreams and
aspirations.
www.cxcrux.com Page 12 SOME NOTABLE CAMPAIGNS OF RED BULL
Red Bull “Smart Payphones”
The energy drink brand 'hacked' payphones in São Paulo to turn old
infrastructure into a smarter city landscape as part of its promotion
for Red Bull Basement, a festival designed to inspire change in the city
through the use of new technology applications.
The campaign used the hashtag #HackTheCity to promote the
festival.
www.cxcrux.com Page 13 Stratos project
Defined by the company as a "world-class, multi-stage, scientific flight test
program", Red Bull hit global headlines in 2012 when it sponsored
Austrian skydiver Felix Baumgartner's ascent to the Earth's stratosphere
in a helium balloon – and his subsequent jump from it. During this event
– known as the Stratos project – Baumgartner became the first person to
break the speed of sound during a captivating freefall that lasted for four
minutes and 19 seconds.
The freefall was live-streamed through YouTube (and 280 other digital
video delivery partners) to some 52 million global viewers, becoming the
world's most-viewed live stream and a mainstream media phenomenon.
www.cxcrux.com Page 14 Red Bull Flugtag
Red Bull Flugtag is an event organized by Red Bull in which competitors
attempt to fly home-made, human-powered flying machines, size-limited
to around 10 metres, weight-limited to approximately 150 kilograms. The
flying machines are usually launched off a pier about 9 metres high into
the sea or body of water.
Red Bull Rampage
This is Red Bull Rampage, a mountain biking competition held on Oct. 25
that might be the wildest extreme sports event on the planet. Bikers
compete by riding a predetermined “line,” adding to their score by
performing tricks and attempting to stay upright. Only riders that make it
to the bottom get a score, judged on a scale from 0 to 100. Each rider gets
two runs, with the best score of the two counting as final.
www.cxcrux.com Page 15 RESULTS
Red Bull has sold over 40 billion cans, with over 5 billion sold in 2013
alone. The brand sold 6.8 billion cans, up 8%, across 171 countries in
2018. Top growth markets included India (+30%), Brazil (+22%) and
Eastern Europe (+22%).
Its latest results mean the Fuschl, Austria-based company sold on average
more than 20 million cans of the namesake soda every day of 2019. That’s
about 850,000 cans every hour. Growth was fastest in India, with sales up
37%, Brazil (up 30%) and Africa (up 25%).
Through its marketing strategy, Red Bull has managed to build one of the
biggest and most loyal audiences in the world. Lots of people are willing
to pay more to drink Red Bull.
www.cxcrux.com Page 16 Thanks!
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