Red Bull has no shortage of content from its hundreds of events, sponsorship and collaborations around the world, from F1 and skiing to music and aeronautics to gaming and entrepreneur startup hubs.
The challenge is making the most of the hours of content so that it does not just gain visibility on a local, domestic, market-by-market level, but is elevated for use internationally to build increased profile in media and onlines – broadening beyond Red Bull’s core audience.
Red Bull turned to Way To Blue to build a global editorial strategy that identified and articulated the brand’s most compelling content. We first began by carrying out a wide range of global monitoring, research and social listening. As a result, we identified 15 key social and cultural topics and themes capturing attention and discussion amongst the broadened target audience.