Webinar: 7 Social Campaign Insights from Red Bull Stratos (@DachisGroup)


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This webinar takes a data-driven look at the social marketing impact of the Red Bull Stratos campaign.

The Red Bull Stratos space jump on October 14, 2012 was a breathtaking spectacle and scientific achievement witnessed by millions. It was also a remarkable brand marketing phenomenon, and one of the clearest examples we’ve seen of the new wave of advocacy-driven social marketing that we call Engagement@Scale.

You'll learn:

• the core campaign metrics, including: number of consumer actions, audience size, new subscribers

• the type and tone of conversations and content shared

• the scope of leveraged impressions and consumer generated messages

Dachis Group speakers include: Brian Kotlyar (@bkotlyar)

Published in: Business
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Webinar: 7 Social Campaign Insights from Red Bull Stratos (@DachisGroup)

  1. 1. Webinar 7 Social Campaign Insights from Red Bull Stratos Wed Dec 20, 2012® 2012 Dachis Group. Confidential and Proprietary 1
  2. 2. Speakers Brian Kotlyar works with global brands on social business strategy and runs the Dachis Group blog. brian.kotlyar@dachisgroup.com @bkotlyar 2
  3. 3. 7 Social Campaign Insightsfrom Red Bull Stratos 3
  4. 4. A bit of background 4
  5. 5. What was it? On October, 14 2012 Felix Baumgartner jumped out of a balloon on the edge of space. He risked his life for science... and the greatest marketing stunt of all time. Highest manned balloon flight ever Highest skydiver ever First human to break sound barrier without a vehicle® 2012 Dachis Group. Confidential and Proprietary 6
  6. 6. The event was iconic, inspiring offline advocacy Every form of traditional media and word-of-mouth was in play. Felix Baumgartner, complete with Red Bull Stratos insignia was a popular 2012 Halloween costume 14 of 15 Austrian newspapers made Red Bull Stratos front page news BBC and National Geographic have released a popular documentary Space Dive® 2012 Dachis Group. Confidential and Proprietary 7
  7. 7. But what about social? 8
  8. 8. Our approach 9
  9. 9. Step 1: Map Social Campaign Identify campaign attributes, including sub-brands, celebrity endorsers, keywords, URLs, media assets and any other facets of the campaign that require tracking. Setup the attributes into our Campaign Performance Monitor software to track the social performance.® 2012 Dachis Group. Confidential and Proprietary 10
  10. 10. Step 2: Isolate Campaign Data Realtime analysis of engagement between 35,000 Brands and their audiences on global social platforms. Dachis Group’s Social Business Intelligence Platform® 2012 Dachis Group. Confidential and Proprietary 11
  11. 11. Step 3: Run Real-Time Campaign Reports measurement and optimization advocacy Social Business Intelligence Platform® 2012 Dachis Group. Confidential and Proprietary 12
  12. 12. Social performance 13
  13. 13. Red Bull Stratos generatedunprecedented activity 14
  14. 14. 1 Direct brand engagement exceeded all recorded levels 2 Million Unique Consumer Actions There were more than 2,000,000 identifia ble consumer actions associated with Red Bull Stratos. Half of those actions (1,000,000) occurred on the day of the jump. Each of these actions represents a unique Tweet, Like, Share or similar action.® 2012 Dachis Group. Confidential and Proprietary 15
  15. 15. 2 A audience of unique individuals proactively engaged with Stratos 1,000,000 Unique Participants 1,000,000 distinct user accounts contributed to the social conversation surrounding Red Bull Stratos. Consider that for every 1 person creating content, there are probably 90 more lurking around. The 8,000,000 viewers of the YouTube livestream just scratched the surface of mindshare.® 2012 Dachis Group. Confidential and Proprietary 16
  16. 16. 3 Stratos earned long-term rights to a huge new audience 2,000,000 New Subscribers 2,000,000 new accounts subscribed for Red Bull updates across all brand presences in the space of 15 days. These are engaged and interested subscribers, not ones acquired through display advertising or by gating a piece of content, and are a high quality audience that Red Bull can now directly interact with for months and years to come.® 2012 Dachis Group. Confidential and Proprietary 17
  17. 17. Unprecedented Advocacyand Earned Media 18
  18. 18. 4 The positivity was overwhelming 1,640,000 Extremely Positive Actions 82% of the peak consumer activity associated with Red Bull was unequivocally positive (what we call ‘very positive signal’). On a base of 2,000,000 consumer actions that means there were approximately 1,640,000 pieces of Red Bull related consumer media that were unequivocally positive. To provide some context on this number in the exact same time period the next best performer was Starbucks with approximately 25% very positive signal.® 2012 Dachis Group. Confidential and Proprietary 19
  19. 19. 5 Engagement transcended ‘likes’ 400% increase over average length of consumer engagement Consumer posts and updates created throughout Red Bull Stratos were not only positive, but they increased in average length by more than 400% from standard engagement. Length of a consumer generated post is a proxy for time and interest in a topic. This increase is an indicator of the depth of engagement within the Stratos audience.   People were actively participating in the world’s largest watercooler conversation.® 2012 Dachis Group. Confidential and Proprietary 20
  20. 20. 6 Red Bull kept the conversation focused 50,000 distinct Red Bull links shared Red Bull remained at the heart of the discussion from start to finish. Every one of the top 10 links pointed to a Red Bull or Red Bull Stratos digital channel. Stratos didn’t just feature Felix Baumgartner and a fall through the sky, it featured Red Bull branding in the context of nearly every comment or interaction at a massive scale.® 2012 Dachis Group. Confidential and Proprietary 21
  21. 21. 7 Earned Media impact was off the charts TOTAL AMPLIFICATION 85% 870,721 MARKET 46,757,000 likely impressions TOTAL LIKELY IMPRESSIONS GENERATED BY CONSTITUENCY 54,665,000 382 ADVOCATES BRAND’S LIKELY IMPRESSIONS 6,778,000 likely impressions 64,454,000 On average, Advocates generated 17,743 likely impressions by propagating 72 EMPLOYEES campaign messages to their engaged followers while a typical 1,130,000 Market participant generated 53. likely impressions Red Bull Total Amplification calculated as the number of additional likely impressions generated by the constituency represented as a ratio: (Market Likely Impressions + Advocate Likely Impressions + Employee Likely Impressions) / Brand’s Likely Impressions Brand’s Likely Impressions is the number of campaign-related messages generated by the brand multiplied by the number of people that have engaged the brand in the last 90 days.® 2012 Dachis Group. Confidential and Proprietary
  22. 22. Summary1 Be amazing2 Tell a compelling story before, during and after the event3 Record everything 23
  23. 23. Q&A 24
  24. 24. Learn More Sign up for a 1:1 Tour Stay in touchhttp://social.dachisgroup.com/tour brian.kotlyar@dachisgroup.com @bkotlyar http://dachisgroup.com http://socialbusinessindex.com 25