Red Bull is an invincible marketing powerhouse.
When it comes to its marketing strategy, the brand takes great care of everything they do.
However, their marketing efforts always put the audience first.
In fact, their product sales are second to none.
Although Red Bull is active on multiple channels and uses many different strategies, they all revolve around the same concept: creating content and experiences that appeal to people regardless of the energy drink brand.
Like major publishers, they have become one of the most talked-about brands in the world, producing content, providing mind-blowing programs, and much more.
Red Bull Company: A Brief History
When the Austrian toothpaste seller Dietrich Mateschitz arrived in Thailand in 1987, Red Bull first heard of the “energy tonic” created by Chelio Yovidya. The tonic was thought to help keep drinkers awake and alert.
After three years of testing, Red Bull was launched in Austria, but two businessmen are skeptical. “There is no demand for such a drink in the market,” he said. No one is likely to try. But they were wrong
Today Red Bull dominated 2015 with a 43% market share. The best part? They are still going strong. Considering that Red Bull has kept the market in the first place, it is not bad to dominate almost half of it after almost three decades.
Here, is the infographic showing the growth of the Red Bull brand:
The Case Study of Red Bull’s unconventional marketing strategy
When the Red Bull first appeared, there were no energy drinks and traditional advertising was expensive.
Therefore, the Red Bull became a rookie and chose a different strategy.
What did he actually do?
They went straight to their target audience (men between the ages of 18 and 35) at college parties, libraries, cafes, bars, and other places.
They put the product in the hands of consumers by bringing free samples to the public.
It talked to people promoting its product for free.
They still use the same strategy: wherever they go, they go.
That means sponsoring a music festival or creating the most cultural content, they do.
In fact, the content that Red Bull publishes is displayed on a par with a professional publishing house. They are a media company intended to effectively sell energy drinks, not the other way around.
What is the best way to dominate the market?
Create one that does not yet exist.
This is exactly what happened to Red Bull Energy Drinks 30 years ago.
Thanks to smart marketing and creative strategy, they have been at the top for three decades.
How does Red Bull incorporate a content marketing strategy?
The elements of the Red Bull do exceptionally three things.
- First, it covers topics that interest its audience. Extreme sports, music festivals, and concerts are just some of the topics covered on the Red Bull website. Imagine being able to (or necessarily) enjoy Red Bull wherever you see it and its content covering it.
- Second, it is their ability to sell their brand, but not to push their product. Their content is focused not only on Red Bull sales but also on the pleasure of the readers. In turn, audiences begin to associate their product with the content they want to consume.
- Third, it delivers videos, blog posts, landing pages, and other types of content on the same professional level as the media sites where your target audience uses the content.
Take this video for example. It is packed with ingredients that anyone who loves high-energy, high-impact, and extreme aerobics will appreciate:
How will Red Bull reach its target market?
Red Bull focuses on three important tips for attracting its target audience:
Excellent Content Delivery: The content created by Red Bull’s marketing team is on par with other major media, allowing viewers to access the content.
Massive advertising stunts: Red Bull takes “Go Big or Go Home” to the next level by performing massive stunts to freeze everyone and see what happens.
Sponsorship or Event Creation: Red Bull showcases its marketing skills by taking its product and linking it to what the audience likes or creating events for them.
How does Red Bull use events to reach customers?
Part of their strategy is to host and sponsor events that their target market is already participating in. Whether it’s a concert, a film event, or extreme diving, Red Bull creates or sponsors an event around them.
Why is this a great move? His audience is already there. Their target audience is an active group. They love to try new and crazy stunts, extravagant sports, or extravagant at a music festival.
So Red Bull appears in places where they know they are their target audience.
Take Coachella for example. This huge music festival takes place over two weekends in the desert and fans should not miss a single second. This means sacrificing a few hours of sleep.
The Red Bull appears and gives them the wings (and energy) they need to stay awake and play at the festival.
How does Red Bull use advertising stunts to promote itself?
Another part of Red Bull’s marketing strategy is its insane advertising stunts. They sent a man aboard a small ship and a helium balloon 128,000 feet above the ground and sent him out. Known as the Red Bull Stratos Jump, this stunt broke two different world records:
By creating massive stunts like the Stratos jump, it makes his audience (and probably everyone agrees) stop and think, “Yeah? I have to see this.”
8 Ways to Implement Red Bull’s Marketing Strategy
The ability of Red Bull to adhere to its brand and values makes them successful.
1. Maximize the idea behind their slogan
Red Bull’s message strategy revolves around its motto, “Red Bull Gives You Wings“. It focuses on the idea that its product gives people the “wings” or the energy they need to do what they want.
This motto feeds their content as they create and record the most action-packed, high-flying games and activities the world has ever seen.
Need some help jumping off a plane in a flight suit? Let Red Bull give you the extra encouragement you need.
2. Maintain consistent visual branding
Visual branding created by Red Bull is the key to brand success.
Check out one of his most recent YouTube videos:
Content engages viewers in fast, high-intensity stunts that make them wonder if they can really pull it off.
That side of your seat, Shock Mindset is about the Red Bull brand. Instead, I can say, we gave people the energy (and courage) to try this crazy thing.
3. Build a solid foundation of content
The main content of RedBull can be summarized as follows:
They focus on extreme sports, music, art, dance, nightlife, and more. Due to this wide range, their content can attract the right audience.
Red Bull works with the main ingredients that put them in front of the pack.
Every piece of content they create matches the quality of their publications, such as Buzzfeed, Vice, ESPN, and other publications that can be read. That level of quality seems to come from a powerhouse dedicated to creating consumer media rather than energy drink brands.
4. Let values be your guide
Their values also play a role in their content. They focus on the basic phrase “giving wings to people and ideas”. Everything the Red Bull team communicates revolves around that motto and its values.
The ability to maintain a continuous conversation for the past 30 years has brought them success.
5. Restore the way they use traditional media
Content marketing is not the only thing that dominates Red Bull. The brand also invests a significant stake in traditional mass media channels.
Red Bull TV content works in two formats: videos they create for their online channels (YouTube, social media, etc.) and ads that collaborate with traditional TV channel content:
Its TV content was streamed live on his online hub, Red Bull TV. Their videos and shows are divided into event and movie formats, as well as channel topics such as cliff diving and culture:
It also entered the field of music. In addition to covering or sponsoring major concerts, Red Bull also has its own record label, recording studio, music academy, publishing group, and online radio station.
6. Being strong and proud of social media strategy
Another channel dominated by the Red Bull power is social media.
For example, his Facebook page is filled with visually appealing art videos, music created by his record label that thrills audiences, and sports and events that his audience enjoys.
Red Bull’s message is short and sweet because the first 3 seconds will surprise you with what happens. You have no choice but to go completely:
Their Twitter and Instagram channels instead focus on recognizable images to share and promote conversation with their fans.
Which film is unique to Red Bull? According to Link Human, these films capture motion, drama, and emotion:
Their ability to create dynamic social media posts that generated enough interest to stop fans from scrolling further hit him so hard on social media. Each media element feels like its content is in motion, reflecting the brand’s high-power aesthetic.
7. Expose the product to the public with sponsorships and events
Ultimately, Red Bull’s sponsorships and programs are the last part of their marketing strategy to sell their brand dominance. We divide their efforts into three categories:
- Advertising stunt.
- Events created by them.
Their advertising stunts are insane enough to make the world stop and look. Sure, they have a stratospheric jump, but there are many more.
Take the Red Bull Air Force team for example. This group is dedicated to showcasing some of the strangest aerial feats have ever seen:
There are shows like Red Bull Crashing Ice or Red Bull Queen of the Bay, which respectfully focus on specific sports such as ice cross or surfing. These events focus on sports fans and raise awareness about the Red Bull brand.
Finally, there are sponsorships. From the Electric Daisy Carnival in Las Vegas to Coachella, the Red Bull is involved in everything. This is a great move by the company because who is attending all those events? Their target audience.
Not only that, but those sponsorships allow the Red Bull brand to be exposed to new audiences as they are attended by a large number of people.
8. Creating content around what your audience likes
What do they have in common with each item they cover (and there are many)?
They focus on the activities that people participate in when they consume their products. They also post content that their audience can navigate.
They post large amounts of content on their website and, surprisingly, do not mention their product in any way:
They produce The Red Bulletin, a magazine that distributes 2.2 million copies a month:
In short, if their target audience is consuming content on a particular channel, you can count on Red Bull’s presence.
Finally, What Did We Learn from Red Bull Marketing Strategy?
Needless to say, Red Bull has come a long way in the 30 years since its inception. From a very humble beginning to a mega-brand publishing house, Red Bull is a success story in marketing.
Are you inspired by Red Bull’s marketing strategy?
Let their story serve as a reminder that your company should start somewhere. They did not go to a multinational company overnight from an idea in Thailand. It took time, luck, and some effort (and a lot of great marketing along the way).
- Follow their leadership by starting small. Here are some ideas:
- Create a short series of weekly videos on a topic that will interest your audience.
- Curate social media content that meets your product purpose and the interests of your audience (without mentioning you directly).
- Publish an email newsletter with interesting and useful material that your audience will love (and can slap your logo anywhere).
Here’s the key: To be successful in content marketing like Red Bull, you must put your audience’s interests first and create content publishers.
Instead of imitating other marketers, imitate magazines, TV shows, news websites, and anything else your audience reads and watches.
Want to know more about how to actually do this? Here are some additional reading tips to get you started:
Because Red Bull strategy works
Red Bull’s strategy works for three different reasons:
- The first is his ability to tell a story that appeals to an audience. His focus on everything from extravagant sports to music festivals gives him a vast playing field, but that’s not all.
- Second Red Bull ranks its product in providing content and value to its audience. Attention to the details provided by their marketing team is evident. People who care about what they write, record or create around them.
- Ultimately, their commitment to the values and aesthetics that the brand created when it first launched will drive its marketing. Everything they make is associated with the idea of giving wings to people and ideas to fly.
That’s all if you find this content interesting. Don’t forget to share and leave comments. Thank you.
Other Interesting Reads: