Red Bull Global is already one of the world’s most ubiquitous brands thanks to some of the most omnipresent marketing campaigns of the last 30 years. Its signature beverage has the highest market share of any energy drink in the world.
Fifty had an established working relationship with the brand, having already worked with Red Bull UK to deliver a comprehensive analysis of its audience across Twitter and Instagram. We were then brought into Red Bull Global HQ in Austria, where the global brand wanted us to focus on a top-level strategic valuation of its worldwide accounts and influencer networks.
At a global level, Red Bull had 540 influencers with 130 accounts, which together formed a network of over 70 million consumers. Fifty used its technology to understand the audience overlap between these influencer accounts, closely identifying which of them were best placed to reach each consumer group.
Fifty’s analysis was then developed into a custom interface, allowing quick and easy comparison of any combination of individual accounts or higher-level groups – filtered by sport, country or global region.
Red Bull used Fifty’s study in its business planning, evaluating the relative value of its ambassador in individual campaigns. In addition, the study gave Red Bull an accurate valuation of its total network reach, providing the valuation of each project with real data to support it.
Fifty’s work also informed Red Bull’s longer term digital brand strategy. We presented the organisation with crucial questions – why it needed such a large number of global accounts, for example, and precisely which of their ambassadors were providing the most value.