MEDIA STRATEGY 2018

MEDIA STRATEGY 2018

• MEDIA STRATEGY 2018�on�page�1

• 1. BUSINESS AND MEDIA OBJECTIVES�on�page�1

• 2. CAMPAIGN TYPES AND STRUCTURE IN RAMP�on�page�2
• 3. AUDIENCE MARKETING�on�page�3
• 4. MEDIA MIX AND COPY FORMAT�on�page�6
• 5. TARGETING AND HOLISTIC PLANNING: DELIVERING CLEAR MESSAGING
TO DRIVE BRAND LOVE AND CONSUMPTION�on�page�10
• 6. MEDIA CONTINUITY - ALWAYS-ON AND REACH MEASUREMENT�on�page
12
• 7. REACH OPTIMISATION AND MEASUREMENT�on�page�12
• 7. PLACEMENT AND BRAND SAFETY�on�page�13
• 8. SPENDING PRIORITIES�on�page�14
• CONTACT�on�page�15
 

1. BUSINESS AND MEDIA OBJECTIVES

 
Define and activate relevant audiences to drive brand love within Gen�Z�and Females and
drive consumption.
 
a.�BUSINESS�OBJECTIVES:
• • Volume/share growth
• Can/capita
• Grow Brand Love and Can Love
• Drive Brand Love within and across relevant audiences

 
b. MEDIA OBJECTIVES:
 
    �Awareness:
• • Drive awareness for Red Bull target audience: A18-34
• Drive awareness for Gen Z: A18-20
• Drive awareness for Females: F18-34

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MEDIA STRATEGY 2018

 
    �Brand�Love:
• • Ensure relevance for Gen Z and Female audiences
• Use an integrated planning approach to secure relevance within the various Red
Bull audiences

 
    �Can�Love:
• • Build and foster the understanding for Energy Moments of Need with Red Bull as
the solution in key Occasions

 
 

2. �CAMPAIGN�TYPES�AND�STRUCTURE�IN�RAMP

 
The campaign portfolio for 2018 remains the same. Asset availability has been increased to
ensure relevant and credible messaging to grow Brand Love.
 
Cartoon Position the brand and product, creates
awareness and build image
Cartoon�Occasions Build mental availability and relevancy in
moments of need
Flankers Showcase facets of the Full World of
Red Bull to grow Brand Love, drive Event
attendance and ticket sales
Audience:�Content�Activations Showcase the Full World of Red Bull to
generate Brand Love, generate viewership
and build loyal audiences
Product Drives awareness and trial of a new edition at launch
and subsequently the full portfolio.

 
 
Please�see�RAMP�campaign�schematic�for�Campaign�Types�available�to�create�your�2018
Plan�in�RAMP.

 
 

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MEDIA STRATEGY 2018

3. AUDIENCE MARKETING

 
1. Apply an audience-centric approach
2. Be data and insights driven
 
Audiences are central to all that we do, our campaigns and are the starting point for your planning: who�is�the
consumer,�what�is�relevant�to�them,�where�are�they�and�what�messages�do�we�want�them�to
see.
 
With a data-driven approach to targeting them with campaigns, content and 360 activations
which have been developed to better reflect their multi-faceted interests, attitudes and
behaviors we can reach and convert more of our core audiences, Gen Z and females, to
Brand Lovers.
 
Build�a�strong,�year�round�audience�plan�connecting�relevant�programming�with�the�current
portfolio�of�advertising�campaigns�which�effectively�address�your�target�audience.�Always
think�'what�can�the�consumer�see�from�Red�Bull�at�any�given�point'�to�ensure�that�they�see�the
breadth�of�the�brand�but�are�not�bombarded�with�messages.
 
 

 
 
Applying�'Audiences'�to�our�campaign�pillars:
 
1.�Cartoon,�Occasions:
The above relevant audiences will be seen within your Cartoon and Cartoon Occasions campaign targeting as
always, with relevant programming activated to further drive audience growth.
 
2.�Flankers:

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MEDIA STRATEGY 2018

To�further�leverage�the�power�of�our�events�flanker�campaigns�will�consist �of�1.�Event
activation�and�2.�Audience�activation�(see�below�3�for�details)
• Event activation - drive attendance and ticket sales
• Audience activation - amplifies the reach of the event (i.e those not attending),
positions the Red Bull brand as relevant to Gen Z and and highlights the Full World
of Red Bull to new audiences through content

 
3.�Audience�activation:�content�activation
The Red Bull Audience Insights are available here which highlight the most relevant Red
Bull Gen Z audiences to activate/have the highest growth potential and for which Red Bull
Media Network will be producing more content both locally and globally:

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MEDIA STRATEGY 2018

 
1.�Select�Audiences�which�are�relevant�to�your�local�consumers�-�always�with�a�Gen�Z�and
Female�focus
2.�Select�content/programming�to�activate�which�is�relevant�to�these�audiences. �You�can
find�a�preliminary�2018�program selection here (link to RBMH Programming overview to be
added)
3. Plan bottom up with an ESO approach to address the most relevant audiences and
support with paid to grow reach within that audience and to also develop cross-over
opportunities within other audiences
Full�planning�guidance�for�Audience�activation�will�be�provided.
 
 
Measurement�of�Audience:
Overall Audience reach will be measured as amalgamation of all consumers reached within a specific audience
across all campaigns.
For reach guidance please see section 7 below.
 
Summary:
• Focus�on�driving�the�most�effective�activations:�balance�reach�and�engagement,�don't
sacrifice�one�for�the�other.�Link�to�further�guidance�on�audience-centric targeting.

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MEDIA STRATEGY 2018

• One consumer view- build a strong, year-round audience plan connecting relevant
programming with the current portfolio of advertising campaigns which effectively
address your target
• Be aware of bombarding your audience with messaging - plan holistically to keep
sight of what your audience is seeing/experiencing (please see section 5 below
for more guidance) and see it as an ongoing conversation
• Keep planning flexible and plan budget quarterly
• st�
Drive�efficiency�by�activating�our�1 party data�and�programmatic strategies
• Deliver�as�much�relevancy�and�credibility�through�Audience dynamic & Data Driven
creative,�contextual�placements�and�platforms.
• As�always�no�targeting�to�below�18�years�old�as�stated�in�the�UNESDA Code of
conduct (UNESDA Code for the Labelling and Marketing of Energy Drinks).

Marketing communications around Red Bull Energy Drink products will not be placed in
any media where the audience is comprised of 35% or more people below 18 years old. No
Marketing to children.
 
 

4. �MEDIA�MIX�AND�COPY�FORMAT

 
When planning the right mix for your campaign, please keep the "Reach�is�King"�&
Audience-centric�approach at the forefront of your thinking. Utilise the most cost
effective and efficient opportunities to drive strong ROI.
 
Media�mix�-�some�things�to�remember:
• TV - Cartoon maintains strong ROI delivery with a significantly stronger ad stock
(effect of Advertising after the flight) vs Flankers
• Social and digital video drive excellent ROI for can consumption, provides strong
18-20 reach
• Only use tactical OOH i.e. proximity OOH, DOOH. Look for experiential and
programmatic opportunities and where possible deliver media firsts in partnership
with OOH providers. Latest Marketing Mix Modeling results have not broadly proven
OOH as effective Sales Driver
• Digital display
• Use IAB standard formats for direct response campaigns to drive conversion
• Focus on prominent and impactful formats to drive awareness
• Search: proven effective medium to drive Ticket Sales. Not effective to generate
incremental Can Sales in most recent Marketing Mix Modeling. Thus focus on geo-
loc specific activities, mainly for Event Awareness/Ticket Sales. And Maximize SEO
for Brand Search. SEARCH STRATEGY

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MEDIA STRATEGY 2018

 
Campaign Phase Media Format Planning Links
notes
Cartoon TV,�digtal 15" • Develop Cartoon
video, 30"�only an�always Content
cinema, on,�content
in�specific release
digital release
situations/ strategy�in strategy
copies line�with update
Cartoon
Occasions.
• Always
rotate 3
creatives
during one
single flight
and during
a 12 month
period
unless
you plan a
contextual
copy as
standalone

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MEDIA STRATEGY 2018

(e.g. X-
Mas,
Thanksgiving).
• Never re-
air a copy
already
aired
in your
country
on TV
(except for
contextual
copy
for big
moments
in
agreement
with HQ).
Cartoon Digital�video 6",�7",�15" • ensure
Occasions copy�is
made
Digital�- all�formats
specifically
social�(inc.
for�the
video,�search,
platform
display • snappy
copy
length,
ensure�the
"brand
moment"�is
upfront
• think
mobile�first

OOH • proximity
OOH,
DOOH
Product Digital�video 20"�max • ensure
Digital�- all�formats copy�is
social�(inc. made
video,�search, specifically
display for�the
platform

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MEDIA STRATEGY 2018

• snappy
copy
length,
ensure�the
"brand
moment"�is
upfront
• think
mobile�first
OOH • proximity
OOH,
DOOH
Flankers Large�scale TV 30",�15"�to • plan�initial
events: be�rolled�out 30%
ticketing/ in�this�order GRPs�of
attendance flight�with
driving 30"copy,
then�move
to�shorter
lengths

all�event Digital�video 20"�max • snappy Ticketing Media

Strategy
activations copy
length,
all�event Digital�- all�formats
ensure�the
activations social�(inc.
"brand
video,�search,
moment"�is
display
upfront
• use�for
small�fire
events,�geo
targeted
etc
• ensure
copy�is
made
specifically
for�the
platform
• cross-
promote
associated
Red�Bull

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MEDIA STRATEGY 2018

content
where
appropriate
• think
mobile�first
all�event (D)OOH • postering,
activations proximity
OOH,
DOOH,
geo-
focused
Audience Digital�video 20"�max snappy�copy RED BULL
activation: length,�brand TV guidance.
content specific moment to be updated
upfront, with Audience
storytelling. activation
One�click
away
strategy.
Digital all�formats Standard RED BULL
IAB�display CREATIVE
formats STORE
plus�social
and�search.
Special
formats�on
request.

• For a full overview of media�mixes�and�KPIs go here

• For an in-depth view on specific Media channels�- links available at bottom of post.
• Media�mix�details�for�specific�campaigns�(Occasions,�Product�Initiatives)�are�outlined
hereCampaign strategies�and�need�to�be�adapted�for�local�relevance.

 
 

5. TARGETING AND HOLISTIC PLANNING: DELIVERING CLEAR MESSAGING TO

DRIVE BRAND LOVE AND CONSUMPTION

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MEDIA STRATEGY 2018

With increased focus on demonstrating the Full World of Red Bull to the polymath, we run the risk of multiple
messages and over exposure to our potential and current audiences/consumers.

 
Through targeting and messaging flows we can ensure the most optimal message is
received by the most relevant audience and drive efficiency in our media buys.
The below shows how basic targeting of non can lovers vs Can Lovers can be reached with
efficient campaign planning and targeting, with a PESO approach in mind:
• Target Potentials/Trialists with brand messages to introduce them to the breadth
of the Full World of Red Bull, targeted specifically to their interests. Drive potential
consumption through ESO once converted to Brand Love
• Target Can Lovers with functional messaging (Cartoon Occasions) to drive
increased consumption. ESO delivers the Full World of Red Bull to these loyal
consumers

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MEDIA STRATEGY 2018

 
A full deep dive into targeting to drive Brand and Can Love effectively and efficiently can be
found here.
 
 

6. MEDIA CONTINUITY - ALWAYS-ON AND REACH MEASUREMENT

 
To grow Brand Love and maintain reach, especially with Gen Z, aim to maintain an ongoing always-on
presence with Audience activation across Cartoon, Occasions, Flanker and content i.e Red Bull is always-on.
An always-on digital presence can be maintained through holistic planning across campaigns and through an
audience focused search, social and content activation strategy.
 
Some things to remember:
• An always-on Social and Search strategy ensures a strong audience focus especially for Gen Z
• Avoid overlaps of campaigns to support continuity (except for Cartoon and Cartoon Occasions which
is recommended to strengthen awareness and brand recognition), deliver a focus and avoid too many
messages reaching the audience at once
• Cartoon/Occasions:
• Do not come off air for longer than a 2 month period
• Cartoon min 15 weeks (aim for 18-22) TV/digital video

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MEDIA STRATEGY 2018

7. REACH OPTIMISATION AND MEASUREMENT

Maximise 1+ net national reach for the following:

 
• 18-34 (buying target)
• 18-20 (or as close as possible)
• 18-34 females

across monthly flights and annually.

 
Maintain�reach�level�YoY�avoiding�any�monthly�drops.
 
Reach�calculation:
Calculate integrated reach across all moving imagery i.e. all campaigns within a month period, where possible.
Please use the following Sainsbury's formula to calculate integrated reach.
An example: Integrated�video�reach�calculation:

(Social�Video�Reach�*�(1�-�Digital�Video�Reach)�+�Digital�Video�Reach)�*�(1�-�TV�Reach)�+�TV
Reach�->
(34%�*�(1�-�23%)�+�23%)�*�(1�-�65%)�+�65%�=�82%�net�reach
 
Frequency:
• • TV - optimise 1+ reach
• Digital video - frequency cap 1
• Social video - optimise net reach

 
 

7. PLACEMENT AND BRAND SAFETY

 
To support our brand position the environment in which our media is placed must be both image orientated and
brand safe.
 
Certain media environments must be avoided (across all media):

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MEDIA STRATEGY 2018

• Reality shows such as Big Brother, dating shows, sex shows, courtroom shows due to voyeurism not
being compatible with Red Bull. Shows including "real people" but with high entertainment character
are ok provided they deliver large audience numbers/affinity to our priority segments. Constantly
review this list with your agency to ensure its up to date and we are not limiting our placements.
• Where Red Bull is an integral part of the broadcast, e.g. F1 and MotoGP, do not run advertising as
this impacts the credibility of the editorial communication. Placement in the environment of sport
programs where Red Bull is not directly present is fine.
• No booking on online news sites to avoid placements close to editorial that should not be associated
with Red Bull. For placements in sections of news sites relevant to our Audiences e.g. music, sport
and culture, assure the environment is safe and there is a guarantee of placement.

 
Guaranteed exclusivity i.e. aim not to run spots in the same ad break as other energy drinks.
On TV: Until Programmatic TV buying becomes available, always spot buy over a run of
schedule or run of program buy, as it enables you to "cherry-pick" the programs you are
airing in.
In Digital, move to audience-centric planning whenever possible and leverage programmatic
strategies outlined in the programmatic space e.g. Lookalike Modeling. Make sure to keep
the same quality led principles of TV in digital video by implementing brand safety measures
that provide control of content in real-time. Black lists must be constantly updated and
regularly checked for correct application, see the guidance on brand safety measures.
 
 

8. SPENDING PRIORITIES

 
Avoid high clutter months as you would need to increase your GRPs to "get heard" and take
into account expensive months, or adapt your media mix accordingly.
 
Anticipate priorities for potential budget cuts - to be set locally
• Protect reach: for Cartoon look at cheaper months where this does not effect
contextual placements or a more cost effective TV/Digital mix to air while protecting
continuity
• Media Channel choice: optimize your mix or cutting an activity as a whole. TV and
digital play different roles so don't look to cutting on or the other.

Anticipate priorities if potential budget increases - to be set locally at BP stage for

advanced planning.
 
 
 
 

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MEDIA STRATEGY 2018

 
FOR MORE DETAILS, CONSULT OUR MEDIA SPECIFIC GUIDELINES PAPERS:
• MEDIA GUIDELINE - VIDEO: INTEGRATED TV & WEBTV
• MEDIA GUIDELINE - WHY AUDIENCE CENTRIC ADVERTISING MATTERS FOR
RED BULL

 
• INTEGRATED SEARCH STRATEGY
• MEDIA GUIDELINE - CINEMA
• MEDIA GUIDELINE - OOH
• MEDIA GUIDELINE - RADIO

 
 

CONTACT
Mei-Ling Rider
Timo Schmid
Seb Wendland
Harry Carokis

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