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)

1. Webinar
7 Social Campaign Insights from
Red Bull Stratos
Wed Dec 20, 2012
® 2012 Dachis Group. Confidential and Proprietary
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2. Speakers
Brian Kotlyar works with global
brands on social business
strategy and runs the Dachis
Group blog.
brian.kotlyar@dachisgroup.com
@bkotlyar
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3. 7 Social Campaign Insights
from Red Bull Stratos
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4. A bit of background
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6. 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

7. 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

8. But what about social?
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9. Our approach
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10. 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

11. 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

12. Step 3: Run Real-Time Campaign Reports
measurement and optimization advocacy
Social Business Intelligence Platform
® 2012 Dachis Group. Confidential and Proprietary 12

13. Social performance
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14. Red Bull Stratos generated
unprecedented activity
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15. 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

16. 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

17. 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

18. Unprecedented Advocacy
and Earned Media
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19. 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

20. 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

21. 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

22. 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

23. Summary
1 Be amazing
2
Tell a compelling story before,
during and after the event
3 Record everything
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24. Q&A
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25. Learn More
Sign up for a 1:1 Tour Stay in touch
http://social.dachisgroup.com/tour brian.kotlyar@dachisgroup.com
@bkotlyar
http://dachisgroup.com
http://socialbusinessindex.com
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