ADVERTISING AND AUDIENCE

MARKETING

HOW�ADVERTISING�AND�AUDIENCE
MARKETING�WILL�CONTRIBUTE�TO
GROW�BRAND�LOVE�AND�CAN�LOVE
PARTICULARLY�AMONG�GEN�Z�AND
FEMALES
 
1. Drive Brand Love with smart reach & Cartoon continuity to build trust with Gen Z
   �2. �Reflect�the�multi-faceted�interests�of�Gen�Z�with�an�audience-centric�approach
   �3. �Drive�relevance�and�attention�with�audience-centric�creative�and�targeting�&�show
playfulness
 
 
STRATEGIC�PILLARS�OF�ADVERTISING

#1 Drive Brand Love with smart reach &

Cartoon continuity to build trust with Gen Z
• Drive�Brand�Love�with�smartly�reaching�as�many�Gen�Z�as�effectively
as�possible.
• Reach is still king. Don't sacrifice reach for engagement.
• Maintaining monthly reach across the year ensures we are consistently speaking to both our
18-34 and Gen Z audiences

MEDIA STRATEGY 2018

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ADVERTISING AND AUDIENCE MARKETING

• TV�has�still�highest�sales�effectiveness
• TV needs to be strengthened as reach driver, alongside WebTV. Paid Social is
highly effective and should be further strengthened. OOH and Search should be
reduced/limited to event awareness local needs and ticket selling call for action.

• Always-on�Continuity�throughout�the�year�with�Cartoon�incl.
contextual�and�Occasions
• Take�a�look�at�new�Cartoons�under�development�Sneak preview

CARTOON OCCASIONS MEDIA STRATEGY

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ADVERTISING AND AUDIENCE MARKETING

• Maximize�benefit�of�high�Cartoon�love�and�recognizability
• Stay�True,�Playful
• Recognizability is key especially given low-attention spans on mobile

 
• Maximize�benefit�of�high�advertising�effectiveness�of�Cartoon
• Cartoon has a much larger effect on Sales and significant higher Ad Stock vs Flankers

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ADVERTISING AND AUDIENCE MARKETING

#2 Reflect the multi-faceted interests of Gen Z

with an audience-centric approach
• Drive�Brand�Love�with�Gen�Z�and�Females�by�reaching�the�right
audience�with�smart�Audience�Targeting�via�Paid,�Earned�and�Owned.
• Audience-centric�planning�and�buying�allows�you�to�take a single user through a journey
to ensure you successfully achieve the objectives of:
1. Drive new reach
2. Help new consumers explore the Full World of Red Bull
3. Retain the consumer by building brand loyalty

More in�the�PROGRAMMATIC SPACE on how audience-centric targeting strategy fits into

our Media Strategy and how to activate
 

 
• Reflect�the�multi-faceted�interests�of�Gen�Z�with�Audience�Marketing�Plans
• Multiple Audiences will be targeted with one Advertising Plan, and they will overlap. Check-out the
insights and consider which are most relevant for your market. Audience Insights
• HQ Advertising will also activate selective audiences with Global Campaign Buys for exploration
and learning
• For further on audience engagement through content, see RED BULL MEDIA NETWORK

RED BULL MEDIA NETWORK AUDIENCE MARKETING

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ADVERTISING AND AUDIENCE MARKETING

• Visualize�all�Audiences�and�Paid�Budgets�in�RAMP
• For each campaign/flight, consider which Audience you plan to target it against and create
manually Plan flowcharts by "Audience" and attach to your RAMP submission. Of note, we will
automate this for RAMP NG, where you will input at creation of each campaign/flight which
audiences you target.

• • Full�visibility�of�All�Paid�Budgets�in�RAMP�will�enable�central�success�management
in�the�new�PESO Dashboard,�which�will�include�all�Planned,�Actuals�and�Success
metrics�across�Paid,�Earned,�Owned�and�Shared.
• As�of�SRE�2017/BP�2018,�Digital Activation Budgets will be managed by Brand, who
will closely collaborate with Digital Managers who continue to run the tactical boosting for best
content performance.

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ADVERTISING AND AUDIENCE MARKETING

• Benefits�of�seamless�collaboration�between�Brand�and�Digital�Managers�in
executing�paid�content�activation�and�the�steps�on�how�to�shift�budget�are�found
here�Digital Activation Budget Shift.

#3 Drive relevance and attention with

audience-centric creative and targeting &
show playfulness
• Authentic�messaging�for�different�audiences
• Stay True to yourself and adapt stories for different audiences from the Full World
of Red Bull.
• You can differentiate your creative either by Audience (as below) or by data triggers such as
location, weather, device type, sport results etc..

DYNAMIC & DATA DRIVEN CREATIVE

• Show�females�in�more�relevant�ways�and�improve�male/female�split
in�our�messaging
• Women, Diversity

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ADVERTISING AND AUDIENCE MARKETING

• Always-on�Product�Communication�&�Activation
• Playful, Local Pride

 
 

FULL�AUDIENCE-CENTRIC�ADVERTISING�AND�AUDIENCE�MARKETING�PLAN