Magazine article Marketing

Brand Barometer

Magazine article Marketing

Brand Barometer

Article excerpt

We've taken a look at Red Bull this week in the 'Social brand tracker' (below) to chart the effect of the Red Bull Stratos mission.

While the feat generated a spike, the brand's social-media reputation was so high that this wasn't as sharp as I'd imagined it would be. The stats below, illustrating the wealth of content produced by the brand, reveal why this is.

The brand's marketing is totally in tune with its core target. This single-minded approach is why it manages to remain dominant in the category.

Gemma Charles Public affairs editor, Marketing.

SOCIAL BRAND TRACKER

A look at the performance of Red Bull in social media over the past four months

In association with yomego

JULY

Felix Baumgartner landed his final test jump ahead of his record-breaking attempt at leaping from 120,000ft. It has been watched by more than 6m people on YouTube.

AUGUST

Red Bull's sponsorships, such as the Red Bull Indianapolis MotoGP race and F1 team, drove social-media mentions this month.

SEPTEMBER

A double retirement in Monza for the Red Bull Formula One team caused negative conversation. The brand also premiered its film Where The Trial Ends on RedBull.com.

OCTOBER

Baumgartner jumped from the edge of space in the Red Bull Stratos mission with a record 8m people watching live on YouTube.

Not only is Red Bull a social innovator, its extreme-sports sponsorships reach a mass audience. Its numbers speak for themselves: 33m Facebook likes, 811,000 @redbull followers and almost 500m video views on its primary accounts. The Red Bull Stratos mission is the icing on the cake.

The Yomego SMR Index helps brands to benchmark their popularity in social channels. Follow @YomegoSocial

CONSUMER VOICE INDEX
HIGH-STREET OPTICIANS

- Specsavers                      58%
- Vision Express                  29%
- Boots Opticians                 10%
- D&A Opticians                    3%

60% of analysed conversations about Specsavers' customer experience were driven by negative opinion, centred on long waiting times for orders to be completed.

The 'Consumer voice index' was produced from human analysis of 2500 pieces of user-generated content (UGC) in the week commencing 29 October 2012.

VIRAL HIT OR MISS? …

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