BRAND:
Red Bull
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
16/4/2023 - 30/05/2023
CREDITS:
Mango Digital, Event Agency: IOB - Influencer Agency: The A List - Media Agency: Spark
CASE STUDY VIDEO
STRATEGY
Red Bull is the leading Energy Drinking brand in the world and has a 30+ year legacy in Vietnam, with the Brand Message “Positive power to Charge ahead”.
For 3 non-stop years, due to the mutual matching value, football has been the consistent communication platform for Red Bull to connect all Vietnamese sport-lover generations as a positive energy provider brand.
These vital vision and mission have led the brand to face 3 critical challenges:
Attract new young Target Audience, but also stay relevant with current Target Audience (Blue and White Collars)
Make a difference & stand out to become Top Of Mind Brand in football category amongst other big brand sponsorship
Positively balance between Red Bull Brand spirit & Vietnamese passionate sports-loving spirit
In 2023, Red Bull officially sponsors the Vietnam National Football Team including both male and female teams to accompany at one of the biggest tournaments this year - Sea Games 32. Red Bull has partnered with the Vietnam National Football Team and football enthusiasts such as professional Reporters, Sport Influencers and Communities to maximize awareness, drive user engagement in online touchpoints and recruit 32 selective participants for Bus Tour - An energetic Red Bull Bus Tour to Cambodia to cheer up for Vietnam team
INSIGHT
Unlike previous campaigns that only prioritized using male football influencers, this campaign involved females - with the companionship and participation of Vietnam National Football Team's female players as well as Sport Female KOLs and Influencers, contributing to creating sympathy for both target audience genders, then increasing brand love towards mass audiences
For many years, the passion for the “King of sports” has been fueled by various achievements of the Vietnam National Football Team's senior players. A mixed generation with prominent names from male players like Tien Linh, Que Ngoc Hai to female players like Thanh Nha, Tuyet Dung... are the “golden” generation and potential young players of Vietnamese football, have strongly influenced the passion for football as well as positive cheering energy among generations of Vietnamese people, especially young people.
The participation of Vietnam National Football Team at on-ground Bus Tour activities and their images on online communication were expected to trigger and motivate the engagement of the target consumers of Red Bull as well as the generations of football lovers nationwide. In the long term, the influential power of Vietnam National Football Team sponsored by Red Bull in this Sea Games tournament could strengthen brand's No 1 Energy Drink position in the Vietnamese market as well as strengthen brand love by scale up Vietnamese football passion from nation to Southeast Asia region. Their "positive energy to charge ahead challenges" spirit is also aligned with Red Bull’s brand characteristics. In addition, their participation in this Bus Tour journey could turn “the fire on” online and offline. It urges the youth for Bus Tour registration, excites the passion of generations of football lovers to the max that drives them to actively interact with online activities on Red Bull and other Sport Social Outreach channels.
CREATIVE IDEA
This campaign happened from 14/4/2023 until 22/5/2023, targeted to 18 - 45 year-old mass audience
Our unique idea is that instead of just using footballers as influencers to post news on social networks, Red Bull created its own Bus Tour to gather football influencers - the bullseye group - which created great impact on football lovers, played as “Field reporter” for Red Bull to bring real-time and exclusive information to fans cheering at home. Such focused and follow-up strategy has helped optimize and reach target audiences more effectively.
LEVERAGE THE EXCLUSIVENESS OF SPORT INFLUENCERS
By leveraging Sport KOLs/Influencers and Community that accompanied with the whole journey from the very beginning, along with mass content creators/TikTokers allowed Red Bull to harvest exclusive footages and closely engage with football lovers and mass audiences throughout 3 days event when the Bus arrived in Cambodia, including various cheering activities like Group photo with Welcome banner, recording the longest cheering banner & creating Nón lá Rhythm on the pitch.
LEVERAGE THE POPULARITY, FAN LOVE, POSITIVE IMAGES OF VIETNAM NATIONAL FOOTBALL TEAM FROM OFFLINE TO ONLINE
The participation Vietnam National Football Team in this Bus Tour journey has turned “the fire on” and urged the youth to not only register for Bus Tour but also excite football lovers to interact with online activities on Red Bull & Sport Social Outreach channels.
LEVERAGE THE POPULARITY AND INFLUENTIAL VOICE OF FOOTBALL REPORTERS ON SOCIAL MEDIA
The influential voice of the professional commentators and football reporters with their expert football perspectives helped the Bus Tour more credible and also helped the online audiences live in the real-time vibrant atmosphere of every match.
CONNECTION PLAN
Our creative ideas on social follows the sequence in a kick off-keep heat-sum up process with tactics that resemble to a football league: pre-tournament, updating real-time group stage - final stage, tournament recap with the involvement of influencer in the 2 first important phases - Kick-off and Keep heat
First phase - Kick off - Vietnam National Football Team senior players cheered up for Sea Games players and called out participants to join casting call for Red Bull Energetic Bus to Cambodia by showing how their cheering could fuel the determination of VN Football teams to win gold medals.
In detail, through online content, they shared the feeling of pride when together with teammates brought gold medals for Vietnamese football in previous SEA Games, also wished the U22 team’s juniors always had a lot of positive energy to continue the achievements of their seniors. Together with Sport content creators and KOLs/Community, they triggered and inspired football lovers to register for Red Bull's Positive Energy Bus with the opportunity to go to Cambodia and cheer directly for the Vietnamese team.
Second phase - Keep heat, With the strong relevance and resonance between brand’s value and football category, Vietnam National Football Team and Sport Influencers played as the bridge to ignite positive energy between Red Bull and football lovers, by updating real-time to immerse fans in the energetic football atmosphere comprehensively (from nation to region, from online to offline), making it a seamless experience for both 32 fans & Online Football Lovers.
Diversified Social Outreach Channels have been constantly booked to amplify Red Bull’s brand role as the positive energy provider for Vietnam National Football Teams in Pre, During and Post SEA Games Tournament. Throughout 3 biggest communication platforms including Facebook, Youtube, Tiktok of Red Bull, Vietnam National Football Team senior players, Football Content Creators, Reporters and KOLs as Football enthusiasts, Football fans and Red Bull lovers have been brought together on Social to follow the vibrant atmosphere of the tournament and Bus Tour journey in every destination, even for those who can’t join the Bus Tour.
OBJECTIVE-BASE KPI
As the result of an impressive Social Media Strategy started by a deep understanding of the brand to utilize Sport influencers thoroughly and consistently, we have succeeded to exceed out KPI. In detail, 242 participants join Red Bull’s Energetic Bus Tour, with 24 fans shortlisted, gain 155% KPI for Engagement (576,824) with 31 Million views for total 118 social posts. Meanwhile, Red Bull even earned positive buzz from real users with 51 more posts from KOLs and Sport Content Creator with excitement cheering conversation
Plus, due to the Contest “Selection of 30 Fans on the Red Bull Energy Bus”, although there was bunch of brands jumped into Seagame, Red Bull still “shined bright like a diamond” as being top brand creating huge discussion & interaction in social trend dashboard for Sport during 14/04 to 17/05.
