Global brand Red Bull "gives wings to people and ideas" through its integrated, digital ecosystem. Its in-house media team, Red Bull Media House, serves as the brains behind Red Bull's innovative social media strategy. Why is it so effective? “Red Bull is not selling a beverage; it’s selling an adrenaline-filled brand experience and we’re all buying into it” (Shapiro, 2014). Let’s take a look at three ways Red Bull fuels its social media success.
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| Red Bull Website |
1. Red Bull Knows Its Audience
Red Bull gets it. The company understands its audience, what social media channels they use, and how to effectively engage these consumers. Red Bull targets 18-34 year-old males who are thrill-seekers, extreme sports enthusiasts, and adrenaline junkies. Red Bull's social media marketing strategy focuses on this buyer persona to inspire and empower them that anything is possible (literally) - cue: Red Bull Gives You Wings!The company doesn't have to sell its product directly to its target consumer; instead, Red Bull promotes its extreme sports lifestyle positioning, which indirectly translates to its energy drinks and (importantly), its bottom line.
Case in point: I recently asked my husband (33, avid snowboarder, extreme sports lover) what he thought about the Red Bull brand. Unprompted, he said, "Red Bull pushes the envelope. They try to achieve the impossible and they take us along for the ride. If we can dream it, they will make it happen." What an awesome testimonial! Did he mention the Red Bull energy drink at all? No. Does he buy and drink Red Bull because he understands what the product represents? Yes.
2. Red Bull's Content Is King
Online marketing strategist David Meerman-Scott said, "You are what you publish" (Scott, 2013, p. 192). Simply put, Red Bull publishes incredible, high-impact content. It tells a story. It's visually captivating. It's progressive. It pushes the envelope. It's continually evolving to exceed customers' aspirations. This enviable content is most visibly showcased on its social media platforms and website.Social Media Platforms & Integration
Red Bull’s social media marketing strategy targets its audience through five, integrated channels: Facebook, Twitter, Google+, Instagram, and YouTube. These channels reflect its core customers' social media needs. They want exciting content in real-time that’s easily shareable based on the activities they admire and enjoy. They want to be part of the experience.
For example, Facebook is Red Bull’s most popular social media channel with nearly 46 million likes. Red Bull’s Facebook community has an appetite for mind-blowing images, adrenaline-fueled videos, and aspirational content to like, comment on, and share with friends. Red Bull motivates and energizes its fans with videos, photos, and articles that link back to RedBull.com, all with a core focus on its extreme sports lifestyle positioning.
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| Red Bull Facebook Page |
Red Bull’s website is targeted specifically to its core audience, broken out by “action” tabs, like Adventure, Bike, eSports, Motorsports, Music. It also features additional segments on Skateboarding, Snow, Surfing, and Games. Each segment has specific, captivating content, including videos, photos, articles, athlete profiles, and upcoming events. This further showcases how Red Bull has identified and segmented its audience while serving up relevant, meaningful content to them (and...hint hint…it’s not about the various flavors of Red Bull!). Plus, the website seamlessly integrates with Red Bull's social media platforms, creative a comprehensive digital ecosystem.
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| Red Bull Website |
3. Red Bull = Authenticity
Unlike other powerhouse brands, Red Bull keeps mum on its actual energy drink product on social media, and instead focuses on authentic content that reflects a lifestyle. This authenticity allows Red Bull to win its customers' mindshare because the brand focuses on what its customers want instead of what Red Bull can sell to them. Social media guru Dave Kerpen says, "Marketing can't be solely about your brand, or product, or feature and benefits anymore" (Kerpen, 2011, p. 47). Red Bull's strategy is to focus solely on its customers through the lens of its customers, and it works.
What's more? Red Bull deploys a unique and authentic engagement strategy. For example, on its Facebook page, Red Bull lets its fan base engage with each other, rather than proactively engaging in the conversation. By providing visually compelling content, Red Bull begins the conversation, but allows its users to finish it. Some may say this is breaking a cardinal rule of social media—two-way conversations are imperative for success—but, Red Bull stays true to its strategy and lets its content speak for itself.
That’s not to say Red Bull is completely silent on its social media platforms. In fact, Red Bull’s community managers provide witty replies on its Twitter page to fans regularly. Red Bull understands its customer base, and in return, customers understand and respect the brand’s authentic approach to sharing unique content. This strategy won't work for every brand, but for Red Bull, it does.
What's more? Red Bull deploys a unique and authentic engagement strategy. For example, on its Facebook page, Red Bull lets its fan base engage with each other, rather than proactively engaging in the conversation. By providing visually compelling content, Red Bull begins the conversation, but allows its users to finish it. Some may say this is breaking a cardinal rule of social media—two-way conversations are imperative for success—but, Red Bull stays true to its strategy and lets its content speak for itself.
That’s not to say Red Bull is completely silent on its social media platforms. In fact, Red Bull’s community managers provide witty replies on its Twitter page to fans regularly. Red Bull understands its customer base, and in return, customers understand and respect the brand’s authentic approach to sharing unique content. This strategy won't work for every brand, but for Red Bull, it does.
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| Red Bull Twitter Page |
Red Bull’s Social Media Strategy Soars
Red Bull is a successful case study on how understanding your audience, pushing the envelope with compelling content, and remaining authentic on social media equates to success. We all should take a cue from Red Bull on how to take our own social media strategy and give it wings.Works Cited
Kerpen, D. (2011). Likeable social media: How to delight your customers, create an
irresistible brand, and be generally amazing on Facebook (& other social networks). New
York: McGraw-Hill.
Scott, D. (2013). The new rules of marketing & PR: How to use social media, online
video, mobile applications, blogs, news releases, & viral marketing to reach buyers
directly (3rd ed.). Hoboken, N.J.: John Wiley & Sons.
Shapiro, T. (2014, April 11). 3 Megabrands that hit the branded content nail on the head. CMO.com. Retrieved from http://www.cmo.com/articles/2014/4/4/_3_brands_that_are_n.html
Another fantastic and interesting post. Red Bull defines good social media especially when looking at the 18-34 year old male. I'm not sure how a company can top setting up a skydive from space. I'm still amazed that Red Bull pulled it off. The publicity was as good as it gets.
ReplyDeleteWith all of the good branding and social media that Red Bull has engaged in, the company is having trouble expanding their market share in the USA. How does a company like Red Bull move outside of the 18-34 year old demographic? Is a new social media strategy needed or a new product launch?
Hi Loren – Thanks for your comment. It’s very interesting to think about Red Bull’s product marketing vs. content marketing in the digital space. The company's digital media content is just one component of their overall marketing strategy, which is indirectly tied to selling their energy drink products. In order to move the needle on market share and revenue, I definitely think a new product launch or brand extension should be considered targeting a new demographic. For example, it could be a low-calorie energy drink for women (or the busy working mom) or a “breakfast” drink (Morning Bull?) ha - to appeal to busy morning consumers/commuters. What do you think? Should Red Bull launch a new product to expand its target audience?
DeleteHi Mary – Your post has given me wings! It was right on track with what I had in mind typing up this week’s instructions. I, too, am a snowboarder and extreme sports enthusiast. I agree with you that Red Bull sells a lifestyle and not necessarily drinks. Red Bull was popular when I was an undergrad in college in two main ways: mixing Red Bull with vodka and the Red Bull Mini Cooper that brought around free Red Bull on campus and to parties. I see Red Bulls name everywhere nowadays, especially on TV during extreme sports events like the X Games. As you conveyed, Red Bull does a good job catering to its ‘followers’ on the various social media platforms.
ReplyDeleteIt’s authenticity to me is both a strength and weakness. It’s almost as if their method is too cocky. You mention Dave Kerpen’s reference that marketing can’t be limited to the brand, feature or benefits in today’s world; however, he doesn’t mention limiting the target market. Red Bull knows its audience, but does marketing to mainly 18-34 year-old males limit just how high it can fly? What about all of the female extreme sports fans? I think Red Bull promos are cool, but I honestly don’t drink it when I snowboard. I drink it when I’m tired and sick of coffee. I’d love one right now… But maybe I’d prefer 5 hour energy because I relate that to the 2:30 feeling I often experience and they market it that way.
Kerpen also shares a common phrase about advertising amongst key marketing executives: “Fifty percent of my marketing works, I just don’t know what 50%.” Defend Red Bull’s current strategy or discuss how you’d alter it. Do you feel as though Red Bull could benefit from a broader target market? Are they using social media to the best of their ability? How could they improve? What social media platform is best for Red Bull to focus its efforts on?
Thank you and best regards,
Andrew
Works Cited
Kerpen, D. (2011). likeable social media. The McGraw-Hill Companies.
Hi Andrew – Thanks for your comments and great questions. To me, I think Red Bull’s digital content literally personifies its slogan “Red Bull Gives You Wings.” Red Bull understands its core audience is 18-34-year old males who appreciate extreme sports, but I also think Red Bull’s digital audience expands to include women, too. For example, Red Bull sponsors women athletes and features them on their website and via social media. Personally, I follow Red Bull and admire the women featured in their content marketing. However, I think Red Bull could definitely expand upon its content featuring women athletes and musicians, sponsor more female events, and launch a social media campaign promoting women (maybe a co-creation campaign) to broaden its brand awareness. All of these components could be highlighted via Red Bull’s social media platforms, but it’s important for the brand to stay true to its authenticity and not get too commercial, in my opinion.
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DeleteHi Mary, great feedback and responses to my questions above – you hit the nail on the head. As a final talking point, do you feel as though Red Bull has created a new marketing methodology for products in all industries, or is it simply something different that works in their particular model? I feel as though all marketing is becoming more personalized and has to be in order to be successful. I think Red Bull takes it a step further by selling the experience, which more companies should follow.
DeleteThanks again,
Andrew
Hi Andrew - I think you're absolutely right. Red Bull has set the bar high for sharing a compelling story and making the customer feel included in the overall brand experience. More companies should follow Red Bull's lead!
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ReplyDeleteMary,
ReplyDeleteGreat post. Red Bull does a fantastic job of creating a brand larger than just a product itself reaching beyond to promote a lifestyle as you had suggested in your post. The biggest question I have is how Red Bull will responds in their brand building and social media efforts in light of the recent lawsuits that surround the “give you wings” tagline. Do you think that with the loss of that iconic phrases Red Bull has lost any of its brand power and social media direction?
Duggan, O. (November 10, 214) $13m lawsuit proves Red Bull doesn't give you wings. Retrieved on February 13, 2015 from http://www.msn.com/en-gb/news/uknews/dollar13m-lawsuit-proves-red-bull-doesnt-give-you-wings/ar-BB8H2Zg
Hi Shawn - You'll notice Red Bull uses "Giving Wings to People and Ideas," on its website, which perhaps more accurately reflects its brand positioning and content generation in the digital space. Although the law suit in the fall cast a negative light on Red Bull, I don't think it hurt the company in the long-term. Red Bull has built such rich brand equity over the years with its customers. I think its slogan "Red Bull Gives You Wings" is inherently recalled, meaning although Red Bull doesn't use this slogan prominently anymore, it's still entrenched in customers' minds and reinforced (indirectly) in all of the compelling content Red Bull publishes.
Deleteyuor article is very nice really ilike your post you can also check red bull social media marketing strategy
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