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Red Bull Case Study 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! Book A free discovery Call NOW! [email protected] +91 88604 89529 / +91 93195 00922 www.cxcrux.com +91 99996 14422 / +91 98718 72004 @cxcruxdigital.
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