Content Marketing as Red Bull’s Brand Strategy
There are two important marketing approaches: customary marketing and content-focused marketing. It is imperative to take into consideration that this is a generalization and there are indeed gray areas, but for the campaign’s purposes, it is important to place emphasis on these two distinctive notions. Customary advertising includes the push tactic, which is the driver behind the idea of interruption. The idea is fundamentally to interrupt a customer who is absorbed in something else in order to expose them to the company’s products or services. Disruption characteristically takes the form of TV commercials, radio advertisements, posters, and many others, although it has become progressively difficult to drive sales using these approaches.
Over the past years, content marketing has materialized as a more effective method to influence users and construct an attractive brand. Content marketing is a pull tactic, which means it entices consumers by providing data that is instructive, enjoyable, and appealing. It is more about being available to users when they are seeking your organization and is considerably more effective than interruption-based methods.
Red Bull has been prominent in its approach to content marketing.
When we examine the development of its advertising approach, Red Bull remains unrivaled in its aptitude to develop, innovate, and thrive in a world that relies on content. Its approach has not been motivated by supporting the widespread energy drink itself, but instead by generating a brand that exemplifies a diverse lifestyle and audience.
The Content Pool is a place where Red Bull offers extraordinarily high-quality stock photos and videos for journalistic use by producers, news organizations, TV stations, and more, frequently with a Red Bull logo somewhere in the content. This means not only is its brand visible to people who are actively following developments on its site, but it is now being seen by anybody who is viewing the newscast or reading that article (Wang, Dou, Li & Zhou, 2013).
Retaining The Market
The notion that is central to content promotion is that a product must offer something of value to receive something valuable in return, rather than relying on a commercial as a demonstration. This applies whether the content acts as a substitute for a banner advertisement, a feature story, or another format. The value of giving back is regularly that individuals associate good content with the brand and return to participate in the brand’s activities.
Utilizing Promotion Mediums
Influencer Marketing is no publicity stunt. Influencer promotion is now conceivably one of the very top means through which a product can expand exposure and subsequently acquire new patrons. Through the development of social media and the ever-increasing fragmentation of millennial markets, where social validation is now a very real and important factor in consumption decision-making, this concept adopted by Red Bull seems clearer (Lou, 2017).
At the time this campaign was originally discussed, Red Bull had over 40 million Facebook followers and approximately 100,000 followers on Vine. Vine ceased operating as a social-media platform in January 2017, so its follower count is historical rather than a current brand metric. The company also maintained a large presence on Instagram and related accounts such as Red Bull X-Fighters, Red Bull Air Race, Red Bull UK, Red Bull Surfing, and Red Bull Desert Wings.
Research has identified more than 30 official pages on Instagram alone. These accounts feature professional sportspersons, deejays, aviators, and motorcyclists, all participating in Red Bull events. Red Bull actively finds influencers who share common core values with its brand and keeps up with their content formation and distribution. In fact, an enormous share of content pooled by Red Bull is devoted to its influencers, a tactic that steered Red Bull to the astonishing landmark of a billion views on its YouTube channel in previous years. With the rapid development of Snapchat, Red Bull also capitalized on that platform in the past by working with Canadian snowboarders and X Games champions. The involvement of the company in competitions, frequently involving athletes using Red Bull and endorsing the brand through snapshots of their branded gear, has proven to be vital.
The Rational And Emotional Appeal
Some nations in Europe, such as France and Norway, helped give the cold drink an edgy appearance when they restricted it on health grounds following statements that, besides containing a large amount of caffeine, it might be harmful. When the Red Bull drink was launched in Great Britain years ago, supported by unusual television ads using the slogan ‘Red Bull gives you wings,’ the country rapidly developed into one of the drink’s leading markets.
The Red Bull Taste
Red Bull’s taste is deep and exclusive; it is sweetened and zesty, somewhat like liquid candy. A prevalent alcoholic drink at discotheques and festivities is Red Bull mixed with vodka, and one of the explanations for its attractiveness is that the overwhelming flavor of Red Bull is so strong that it disguises the flavor of alcohol.
The Impact
These ads and their remarkable slogan efficiently represent Red Bull’s capacity by advertising the product’s benefits, including the claim that consuming Red Bull arouses you both physically and emotionally so that you can be at your best. These appeals are effective in that they address both physical and emotional aspects.
Summary
Red Bull’s physical and rational assertions are certainly presented as true; various studies have revealed that consumption of Red Bull offers effects such as increased alertness, better memory, and improved mood. But it is through its imaginative marketing and the tremendous achievement that Red Bull has realized in shaping emotional ties with its clientele that Red Bull stands out from the crowd. When you consider the impacts of other brands that rely on emotional positioning to shape robust emotional ties with their users, Red Bull still emerges as a real leader (Jun & Park, 2014).
Conclusion
Several examples of how Red Bull skillfully charms our emotions, along with a lively commitment from its customers, have allowed the business to become the global brand it is today, with a momentous presence in over 150 countries. It has been seen how these concentrated efforts have empowered the entire Red Bull company to exemplify an identity of its own, a branding phenomenon discussed by many business organizations and media houses around the globe.
References
Jun, S., & Park, H. (2014). Differential Impacts of Advertisement Campaign on Willingness to Buy: Firm Types and Consumer Values Matter. The Korean Journal Of Advertising, 25(2), 139-160. https://dx.doi.org/10.14377/kja.2014.2.28.139
Lou, S. (2017). Applying Data Analytics to Social Media Advertising: A Twitter Advertising Campaign
Case Study. Journal Of Advertising Education, 21(1), 26-32. https://dx.doi.org/10.1177/109804821702100106
Wang, G., Dou, W., Li, H., & Zhou, N. (2013). Advertiser Risk Taking, Campaign Originality, and Campaign Performance. Journal Of Advertising, 42(1), 42-53. https://dx.doi.org/10.1080/00913367.2012.749078
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