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Red Bull - A Social Media Campaign

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Rohan Telang

This document outlines Red Bull's social media campaign on Snapchat called "Less is More" to promote responsible consumption of their energy drinks. The objectives are to retain customers and increase their customer base by addressing health concerns. The campaign uses a Red Bull filter on Snapchat along with a share and challenge feature to encourage users to share stories promoting responsible consumption. It measures the impact through Snapchat analytics, social media engagement, app downloads and market share analysis to evaluate the campaign's effectiveness.

Social Media
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Red Bull A Social Media Campaign Rohan S Telang Nikita Agrawal Ankita Agrawal Vivek Mittal
Founded in 1987 169 countries 60 billion cans 2
Why the campaign ? “Responsible consumption of Red Bull avoiding any adverse health effects” Rational: • Lots of focus/talk on health effects of energy drinks in the market. • To gain an upper hand on the discussion on health aspects of the energy drink segment.
Rational Lots of focus/talk on health effects of energy drinks Red Bull Website
Objectives: • Customer retention and avoiding customer erosion [to health concerns] • Increase customer engagement and presence on the app platforms • Increasing customer base to include competitors customers Target Audience: • Existing customers • Competitor's consumers who have a tolerance towards consumption of energy drinks and have crossed the price barrier.
Idea: A little of Red Bull can give you a lot, and hence one can consume it responsibly. Campaign Line: Less is more. [A little of Red Bull gives you sufficient energy]
The Campaign Vehicle: Snapchat – Social Media Submission site Why Snapchat Average Monthly Hours
Snapchat has enlisted Neilson The swipe-up rate for Snap Ads is 5x higher than the average click-through rate on comparable platforms. Snaplytics provides metrics such as: Opens: Unique Views Screenshots: Total screenshots Completion Rate: Percentage that saw the entire story Open Rate: This is the percentage of your estimated total followers
The Process Team Snapchat Notification and Snap [complete your story of less is more] Red Bull Filter Share and Challenge option Flash Notification: Share with Red Bull and Challenge Friends Redirects to Play store/ App store Download the Red Bull App App Challenge Share on SM Compilation of apps Discover Videos on Red Bull Snapchat account Featured Videos on Red Bull SM Pages Measure of impact and analysis
Team Snapchat Video and Notification Less is More! The new Red Bull filter is up. Create and share your story of less is more. Let the world know. Happy Snapchatting !
Red Bull Filter
Share and Challenge Option Share and Challenge Once the filter is used the user will find an additional option of Share and Challenge in addition to My Story and My Memories
Flash Notification Share your story with Red Bull and get featured. Challenge your friends to post their stories of less is more..! Upon selecting Share and Challenge a flash notification will appear on the Snapchat.
Play Store/ App Store
Red Bull App Share with Red Bull Challenge Your Friends Blog and More… The new consolidated app with Share, Challenge, SM and Blogs being the primarily featured.
Discover Videos shared via the app will be randomly posted under the featured videos on Red Bull Snap ID.
Featured Videos on Red Bull Snap ID and SM Snap ID featured videos will also be posted on the SM pages of Red Bull These videos will get posted with a hash tag. #LessIsMore
Less is More FB page
Calenderization • The launch will be on 1st April 2017, Saturday marking 30th year anniversary of the first Red Bull sale. • The date also falls on a Saturday, a weekend start leading to potentially more snapchat posting.
Value Addition for Snapchat • Increased traffic for Snapchat • Association with brand “Red Bull” • Content association, Red Bull being well known for online content • Proof of concept for corporate filters and reaction to campaign • Estimation on ROI of Snapchat as a campaign vehicle • Modification to Snapchat app for such campaigns
Measureable Goals • Snaplytics [Opens, Sceenshots, Completion rate, Open Rate] • SM analytics [Shares, Views, Likes, Comments, Retweets, Impressions, etc.] • App Downloads • App Analytics [DAU, MAU, Stickiness, etc] • Market Share impact analysis on self and competitors
Thank You…

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Red Bull - A Social Media Campaign

  • 1. Red Bull A Social Media Campaign Rohan S Telang Nikita Agrawal Ankita Agrawal Vivek Mittal
  • 2. Founded in 1987 169 countries 60 billion cans 2
  • 3. Why the campaign ? “Responsible consumption of Red Bull avoiding any adverse health effects” Rational: • Lots of focus/talk on health effects of energy drinks in the market. • To gain an upper hand on the discussion on health aspects of the energy drink segment.
  • 4. Rational Lots of focus/talk on health effects of energy drinks Red Bull Website
  • 5. Objectives: • Customer retention and avoiding customer erosion [to health concerns] • Increase customer engagement and presence on the app platforms • Increasing customer base to include competitors customers Target Audience: • Existing customers • Competitor's consumers who have a tolerance towards consumption of energy drinks and have crossed the price barrier.
  • 6. Idea: A little of Red Bull can give you a lot, and hence one can consume it responsibly. Campaign Line: Less is more. [A little of Red Bull gives you sufficient energy]
  • 7. The Campaign Vehicle: Snapchat – Social Media Submission site Why Snapchat Average Monthly Hours
  • 8. Snapchat has enlisted Neilson The swipe-up rate for Snap Ads is 5x higher than the average click-through rate on comparable platforms. Snaplytics provides metrics such as: Opens: Unique Views Screenshots: Total screenshots Completion Rate: Percentage that saw the entire story Open Rate: This is the percentage of your estimated total followers
  • 9.
  • 10.
  • 11. The Process Team Snapchat Notification and Snap [complete your story of less is more] Red Bull Filter Share and Challenge option Flash Notification: Share with Red Bull and Challenge Friends Redirects to Play store/ App store Download the Red Bull App App Challenge Share on SM Compilation of apps Discover Videos on Red Bull Snapchat account Featured Videos on Red Bull SM Pages Measure of impact and analysis
  • 12. Team Snapchat Video and Notification Less is More! The new Red Bull filter is up. Create and share your story of less is more. Let the world know. Happy Snapchatting !
  • 14. Share and Challenge Option Share and Challenge Once the filter is used the user will find an additional option of Share and Challenge in addition to My Story and My Memories
  • 15. Flash Notification Share your story with Red Bull and get featured. Challenge your friends to post their stories of less is more..! Upon selecting Share and Challenge a flash notification will appear on the Snapchat.
  • 17. Red Bull App Share with Red Bull Challenge Your Friends Blog and More… The new consolidated app with Share, Challenge, SM and Blogs being the primarily featured.
  • 18. Discover Videos shared via the app will be randomly posted under the featured videos on Red Bull Snap ID.
  • 19. Featured Videos on Red Bull Snap ID and SM Snap ID featured videos will also be posted on the SM pages of Red Bull These videos will get posted with a hash tag. #LessIsMore
  • 20. Less is More FB page
  • 21. Calenderization • The launch will be on 1st April 2017, Saturday marking 30th year anniversary of the first Red Bull sale. • The date also falls on a Saturday, a weekend start leading to potentially more snapchat posting.
  • 22. Value Addition for Snapchat • Increased traffic for Snapchat • Association with brand “Red Bull” • Content association, Red Bull being well known for online content • Proof of concept for corporate filters and reaction to campaign • Estimation on ROI of Snapchat as a campaign vehicle • Modification to Snapchat app for such campaigns
  • 23. Measureable Goals • Snaplytics [Opens, Sceenshots, Completion rate, Open Rate] • SM analytics [Shares, Views, Likes, Comments, Retweets, Impressions, etc.] • App Downloads • App Analytics [DAU, MAU, Stickiness, etc] • Market Share impact analysis on self and competitors