Background
Founded in 1984, Red Bull is a well-known energy drink that has gotten a large proportion of the market share in this industry with its famous tagline – “Red Bull Gives You Wings”. With a brand image that centers around extreme sports, it is very adrenaline-driven and embraces individuality.

Existing Active Channels
Being a company that prides itself in being deemed as trendy, it has very strong social media followership and participation. Just to give you a glimpse, on Facebook alone, Red Bull has 45.3 million likes on their page, with an average of 5 to 8 posts per day, 500 to 1500 shares and 10k to 16k likes  per posts and 2% of comments are replied. On Twitter, it has 7 to 10 tweets per day, with 60 to 150 retweets per post and 8% of comments are replied.  Not forgetting Instagram, Red Bull links its Instagram account to Red Bull TV and it has an average of 2 to 5 posts per day, featuring influencers and events. Influencers are also featured on Red Bull’s Youtube channel, where approximately 2 to 4 videos are uploaded daily.
Apart from social platforms, Red Bull actively engages with university students through the Red Bull University program. Essentially, the company works with several Student Brand Ambassadors Managers (SBM) to promote the drink and build the brand image.

Research Question
How does Red Bull utilise their Marketing strategy in integrating SBMs and the use of social media? How does it engage consumers in Singapore via this strategy?

Value of Study
For Red Bull, we believe that it will aid them in refining their existing marketing strategy. This would help them to allocate their resources more efficiently and effectively. The benefits do not just stop at Red Bull. For other competitors or companies that are looking into expanding their strategy, this study will help them gain a greater insight into this strategy, helping them to make a more informed decision.

Objectives
With our research, we would want to analyse and evaluate the effectiveness of Red Bull’s SBM strategy in the age of Social Media. Along with that, we will be evaluating if the reach of SBM’s is significant in Singapore. Lastly, we will be measuring the level of engagement in Singaporean consumers and particularly looking into what are the types of posts that can be viral.

Methods
With our research question and objectives in mind, we will be embarking on several methods for collecting both primary and secondary data for our analysis. Primary research methods will include online surveys and focus groups with Singapore University students and interviews with SBMs from Singapore Universities and other students. Secondary research would come in the form of market, competitor and social media content analysis, as well as evaluating current influencers.

Fitz & Jolene 🙂