As one of Red Bull’s core marketing tactics is to appear as “one of us” through personal engagement and compelling media content – it’s no wonder that they rely heavily on all major social media platforms to spread their message. Most of the content shared has nothing to do with the flagship beverage they produce, but rather the extreme lifestyle they want you to feel connected to by associating yourself with their brand. Captivating videos, beautiful imagery, and clever captions are shared with over 46 million fans by the hour – who in turn share with everyone they know, and so on. Their strategy is unique in that they seem to not let on that there is a product to even be sold by them. They are not pushing a product at followers and saying “Our drink tastes so good! Try it!” Instead the goal is to captivate an audience so much as to be absolutely sure that the fans will do the work of sharing the content, engaging new people, and creating more and more Red Bull awareness for them as each minute passes. At the start of writing this post, Red Bull’s Facebook page had exactly 46,045,259 followers. As I finish writing, the page has grown to 46,045,721 in minutes! Only truly fascinating content and a highly skilled social media team can generate a loyal following of Red Bull’s magnitude.
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