Redbull Marketing Communications Essay

ruddybull Marketing Communications digital Campaigns Clarisonic launched a fight in October 2010, Breast genus Cancer Awareness Month, in which the company promised to donate 1$ for every hot similar they get on their facebook fan summon. Clarisonic used Facebook advertising, email blasts, twitter, youtube and even their own communicate Sonic Chatter to spread the word round their new like escape. Clarisonic objectives included adding a thriving social media section to Clarisonics tralatitious typeface merchandising for nonprofit.Further more than, Clarisonic cherished to in ruffle up knowingness of their marking and products, as well(p) as increase consciousness of their Facebook page. An other objective, which was the closely orchestrate objective, was to refer money for Look GoodFeel Better. Attaching their name to this cause overly allowed them to increase sales for their specialized products like Pink Clarisonic, which overly benefits the Look GoodFeel Bet ter charity. Clarisonic also aimed at marketing beyond their typical target audience of women in their late 20s-50s. round limitations that were faced was that it was only when a two month project and although it attracted a lot of views, interactions, and new Facebook fans, they would have to constantly engage the new fans that were remote(a) their target market, who may non be interested in their existing products being sold. Partnering with Look GoodFeel Better was a consummate fit for this cause because both companies focused on transmitting a message of empowerment. Redbull On October 14, 2012 the populace witnessed a breathtaking experiment Red Bull Stratos. It took viewers to the edge of space and it was all organized by a private constitution, Red Bull.The Red Bull Stratos mission was a record breaking event, one which saw Felix Baumgartner unthaw fall from more than 23 miles above the earth, breaking a free falling domain of a function record while becoming the b iggest digital live event on record. It reignited a yearning for the radical, and get tod a distinct association with what was Extreme and Redbull. The objectives of Redbull marketers was to overhaul a lot of people, to excite them, give them something to talk about and tone of voice forward to and then to directly relate this coolness to drinking their product.They wanted to break world records, not only in the actual freefalling typeface yet the hype near the event. This hype could then be translated hopefully in an increase of brand sensory faculty and in turn, an in crease in sales for Redbull. Clarisonic Clarisonic targeted current consumers of their product by advertising about the campaign on their blog, which users of their product read, as well as non users by making the campaign goal not just relevant for women or those that are in their 20s, 30s.The campaign thitherfore targeted a a lot broader audience, those that buy at charity events and support a good cause , not simply women in the beauty care sector. By making their campaign about much more than a physical beauty care product but something that benefits the greater cause, they were able to target men and women of all ages who support malignant neoplastic disease organizations and link this support of a good cause with their brand. Redbull The audience that was targeted in the Redbull campaign was extreme sport enthusiasts as well as the inbuilt world that would also be excited to watch a world record breaking event.The target audience was broad and expanded past(a) extreme sport enthusiasts which most of Redbulls marketing targets. Clarisonic Clarisonic campaign was extremely good as it raises awareness of a certain genus Cancer fund, donates money to the fund, and by means of these actions is able to also increase awareness of their brand and better their mental picture. Had most of this money not kaput(p) to a cancer organization, and just gone to supporting the brand, per haps it would be less honourable. Redbull One could argue that the try involved in this campaign was too much to be considered an ethical campaign for Redbull.Yes, it attracted a lot of new consumers and created record-breaking brand awareness but it was at the risk of being at the cost of a human life, which is unethical. Clarisonic They were extremely successful in one of their main objectives, which was to raise money for the Look GoodFeel Better cancer organization seeing as they raised $1 million dollars and increase awareness of this great organization. Likes as well as interaction on their Facebook page continued to grow even after the two month campaign and n 2010 alone, their selling of their Hope Mia skincare brush more than duple compared the previous year. Clearly no one can know for for sure if it was directly because of the like campaign but it is safe to say that the increase awareness did contribute to an increase in sales of Clarisonic products. The like campaig ne increased Clarisonics fan page by 80 percent. Redbull Without a doubt Redbull achieved its objectives of screening the world something that has never done before and reemphasizing their brand motto Redbull gives you wings. This event had a huge brand impact on Redbull. Not only did this campaign beat records and was unprecedented scientifically, it was also beating records in a brand marketing perspective. 1,000,000 distinct user accounts were involved in the confabulation regarding RedBull Stratos with a suggested audience of this content being up to 90,000,000. 2,000,000 new accounts were subscribe for Red Bull updates within a span of 15 age surrounding the event, these updates included all brand presences in the digital world.These settle engaged consumers that could possibly one day turn into paying consumers of RedBull. to the highest degree campaigns, much like Clarisonic are dominated mostly by likes or neutral commentary yet Red Bull Stratos had unmatched favourabl eness and meaningful interaction from people around the world more specifically 820,000 pieces of extremely positive content was created in regards to Redbull Stratos. 50,000 distinct links were overlap about Red Bull Stratos.More than 8 million synchronic live streams of the Redbull Stratus jump on YouTube was had which was the largest in Youtubes history. This winsome of huge reach transcends RedBull Stratos and reaches Red Bull branding in just about ever single comment or interaction, which till this campaign and to this design was unheard of. According to Vocus, sales of Redbull increased by 55% in the first few months following the campaign so already here we can see that not only did this make headway brand awareness and image, it had a direct impact on offline consumer behavior.Clarisonic was always tied to cancer awareness funds in the past, their product line, Pink Clarisonic previously donated some proceeds to the Feel good, look better fund so this new like campaig n wasnt a trigger of some outside market force, it was more an expansion of what was already underway internally in their brand image and concept of empowerment. Furthermore Breast Cancer awareness month was also somewhat of a trigger to tie their brand with this month awareness.Clarisonic competitors are low priced beauty products such as Olay pro X which did not stray from their traditional marketing ways disdain the success of Clarisonics like campaign. Personally, I would make this marketing communication campaign longer than two months, allowing the attention that Clarisonic was receiving to be exploited further. I would also allow fans that mentioned Clarisonic on twitter to receive small samples of new products Clarisonic has, thereby engaging target consumers with the actual product at hand.Timing of this campaign was definetly in Clarisonics Favor. Breast cancer awareness month is a meter where many want to donate themselves to the cause and this like campaign allowed th em to do so effortlessly and without their own money, simply their participation in a brand they may not have been aware of. Connecting themselves with Breast Cancer Awareness month also lends greatly to a better image for Clarisonic. Twitter did not participate greatly in this campaign other than to advertise for the campaign on facebook.Salespeople were not utilized in this champagne either which also could have further helped promote their products as well as their like digital campaign. Redbull Redbull was always tagged with an idea of extreme sports, they sponsored athletes, had their own extreme sport web episodes, and could be found at most sporting events. Therefore, the fact that this was the company that decided to do something so extreme and create so much digital hype around this event was definetly no surprise considering past records of RedBull. It was not triggered by stunts pulled by their competitors.The Redbull Stratos was able to reach millions more than their usu al marketing antics. I would not recommend a thing to the Redbull Stratos campaign, I think everything they did digitally to boost this campaign was genius. The message was simple Redbull gives you wings and with a record-breaking free fall, they proved this. Millions will always associate the feeling of cool and extreme with drinking RedBull, and that in my opinion, can only be done by indirect selling of their drinks. No commercial or online campaign could create such brand association by simply telling consumers how cool their drink is.