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Media neutral advertising - Red Bull
Media neutral advertising - Red Bull
Media neutral advertising - Red Bull
Media neutral advertising - Red Bull
Media neutral advertising - Red Bull
Media neutral advertising - Red Bull
Media neutral advertising - Red Bull
Media neutral advertising - Red Bull
Media neutral advertising - Red Bull
Media neutral advertising - Red Bull
Media neutral advertising - Red Bull
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Media neutral advertising - Red Bull

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  • 1. COMPANY & TECHNOLOGY OVERVIEWAGENCIES PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  • 2. CASE STUDY: MEDIA-NEUTRAL ADVERTISINGCPG FIRM: Red Bull GmbHBUSINESSQUESTION: (1) How did consumers react to the Red Bull Stratos mission with Felix Baumgartner? (2) What was the impact on the Red Bull brand?METHOD: Develop a framework for measuring the effectiveness of media-neutral advertising by analyzing the online conversations around the Red Bull brand before and after the record-setting jump. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  • 3. WHAT IS MEDIA-NEUTRALADVERTISING?DEFINITIONMedia-neutral advertising refers to the creation of promotional content that can easily be used in variousforms of media without significant modification. Agencies that leverage this approach contend that eachform of media—everything from traditional channels, such as TV and print, to social media and mobileadvertising—plays a unique role in forwarding a marketing message to consumers in a target market. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  • 4. MEDIA-NEUTRAL ADVERTISING: RESULTS Red Bull: Brand Baseline (Before Campaign Roll-Out) FINDINGS: (7/1/12 – 10/8/12)  276,127 Relevant Posts A. Product use is the largest driver of conversation (50%) • 21% discuss consuming Red Bull to increase productivity, while 17%A cite social uses of the energy drink B. 26% represents direct consumer engagement with the brand slogan: ―Red Bull Gives You Wings‖ B C. Major criticisms include product taste and health concerns (16%) C PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  • 5. MEDIA-NEUTRAL ADVERTISING: RESULTS Red Bull: Stratos Mission FINDINGS: (10/14/12)  56,084 Relevant Posts A. Live consumer reactions to the space jump were overwhelmingly positive, driven by sheer awe (39%)B B. 28% praised the marketing ingenuity of Red Bull’s sponsorship A • 15% associated the event with the product’s energy boost and brand C messaging, inspiring consumption C. Surprisingly, daredevil Felix Baumgartner only garnered 7% of discussion focus PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  • 6. MEDIA-NEUTRAL ADVERTISING: RESULTS Red Bull: Stratos Mission FINDINGS: (10/14/12)  56,084 Relevant Posts A. Live consumer reactions to the “Oh who am I kidding. I had a red space jump were overwhelmingly bull earlier, probably bc of that positive, driventhing sponsored by space jump by sheer awe (39%)B red bull.They planted that seed in B. 28% praised thehead.” my marketing ingenuity of Red Bull’s sponsorship -@RetrospectRebel A • 15% associated the event with the product’s energy boost and brand C messaging, inspiring consumption “Me and dad are drinking Red Bull C. Surprisingly, of the SpaceFelix we in honor daredevil Jump Baumgartner only garnered 7% of watched earlier :D” -@BrandyLeigh discussion focus PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  • 7. MEDIA-NEUTRAL ADVERTISING: RESULTS Red Bull: Brand Discussion During Campaign (9/15/12 – 11/15/12)  210,660 Relevant Posts FINDINGS: A. Brand engagement spikes with Oct. 9 launch plan; however, weather conditions B delay Stratos until Oct. 14 B. When Felix Baumgartner jumped on Oct. 14, brand A engagement totaled 90% of conversation about Red Bull PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  • 8. MEDIA-NEUTRAL ADVERTISING: RESULTS Red Bull: Campaign Impact on Brand (10/17/12 – 1/17/13)  229,613 Relevant Posts A BA) In the weeks following Stratos, B) Discussion around drinking and needingRed Bull product use discussions surge Red Bull maintained 7% increase for three months after the event PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  • 9. MEDIA-NEUTRAL ADVERTISING: KEY TAKEAWAYS• By using the Crimson Hexagon ForSight™ platform, agencies can determine the effectiveness of media-neutral campaigns, and disseminate findings to clients• Agencies can demonstrate strategic differentiation value by linking consumer discussion surrounding new programs to the more tangible impact on the brand• The Crimson Hexagon ForSight™ platform enables agencies to uncover and quantify nuanced consumer discussions related to product usage PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  • 10. MEDIA-NEUTRAL ADVERTISING: KEY TAKEAWAYS• Brand engagement represented 34% of Red Bull conversation prior to Stratos • On the day of the event, brand engagement peaked to 90% of conversation about Red Bull• Felix Baumgartner, the Stratos daredevil, was not the center of conversation on Oct. 14; rather, consumers fixated on the implications for the Red Bull brand and product usage• In the three months following Stratos, online conversation about Red Bull revealed an increased emphasis on product consumption (19%) PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  • 11. CRIMSON HEXAGON Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Ogilvy, Paramount Pictures, Edelman StrategyOne, Starbucks, Simon & Schuster, MRM Worldwide, Twitter, The United Nations, and many more. For more information go to: http://www.crimsonhexagon.com. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.

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