Webinar: 7 Social Campaign Insights from Red Bull Stratos (@DachisGroup)

® 2012 Dachis Group. Confidential and Proprietary

7 Social Campaign Insights from Red Bull StratosWed Dec 20, 2012

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Webinar

[email protected]@bkotlyar

Brian Kotlyar works with global brands on social business strategy and runs the Dachis Group blog.

Speakers

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7 Social Campaign Insights from Red Bull Stratos

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A bit of background

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Highest manned balloon flight ever

Highest skydiver ever

First human to break sound barrier without a vehicle

What was it?

On October, 14 2012 Felix Baumgartner jumped out of a balloon on the edge of space. He risked his life for science... and the greatest marketing stunt of all time.

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Felix Baumgartner, complete with Red Bull Stratos insignia was a popular 2012 Halloween costume

14 of 15 Austrian newspapers made Red Bull Stratos front page news

BBC and National Geographic have released a popular documentary Space Dive

The event was iconic, inspiring offline advocacy

Every form of traditional media and word-of-mouth was in play.

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But what about social?

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Our approach

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Step 1: Map Social Campaign


Identify campaign attributes, including sub-brands, celebrity endorsers, keywords, URLs, media assets and any other facets of the campaign that require tracking.

Setup the attributes into our Campaign Performance Monitor software to track the social performance.

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Step 2: Isolate Campaign Data


Realtime analysis of engagement between 35,000 Brands and their audiences on global social platforms.

Dachis Group’s Social Business Intelligence Platform

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Step 3: Run Real-Time Campaign Reports


advocacymeasurement and optimization

Social Business Intelligence Platform

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Social performance

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Red Bull Stratos generated unprecedented activity

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Direct brand engagement exceeded all recorded levels


2 Million Unique Consumer Actions

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There were more than 2,000,000 identifiable consumer actions associated with Red Bull Stratos.

Half of those actions (1,000,000) occurred on the day of the jump.

Each of these actions represents a unique Tweet, Like, Share or similar action.

A audience of unique individuals proactively engaged with Stratos


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1,000,000 Unique Participants

1,000,000 distinct user accounts contributed to the social conversation surrounding Red Bull Stratos.

Consider that for every 1 person creating content, there are probably 90 more lurking around.

The 8,000,000 viewers of the YouTube livestream just scratched the surface of mindshare.

Stratos earned long-term rights to a huge new audience


2,000,000 New Subscribers

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2,000,000 new accounts subscribed for Red Bull updates across all brand presences in the space of 15 days. These are engaged and interested subscribers, not ones acquired through display advertising or by gating a piece of content, and are a high quality audience that Red Bull can now directly interact with for months and years to come.

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Unprecedented Advocacy and Earned Media

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The positivity was overwhelming


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1,640,000 Extremely Positive Actions

82% of the peak consumer activity associated with Red Bull was unequivocally positive (what we call ‘very positive signal’). On a base of 2,000,000 consumer actions that means there were approximately 1,640,000 pieces of Red Bull related consumer media that were unequivocally positive. To provide some context on this number in the exact same time period the next best performer was Starbucks with approximately 25% very positive signal.

Engagement transcended ‘likes’


400% increase over average length of consumer engagement

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Consumer posts and updates created throughout Red Bull Stratos were not only positive, but they increased in average length by more than 400% from standard engagement.Length of a consumer generated post is a proxy for time and interest in a topic. This increase is an indicator of the depth of engagement within the Stratos audience. People were actively participating in the world’s largest watercooler conversation.

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Red Bull kept the conversation focused


50,000 distinct Red Bull links shared

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Red Bull remained at the heart of the discussion from start to finish.

Every one of the top 10 links pointed to a Red Bull or Red Bull Stratos digital channel.

Stratos didn’t just feature Felix Baumgartner and a fall through the sky, it featured Red Bull branding in the context of nearly every comment or interaction at a massive scale.

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Total Amplification calculated as the number of additional likely impressions generated by the constituency represented as a ratio:

(Market Likely Impressions + Advocate Likely Impressions + Employee Likely Impressions) / Brand’s Likely Impressions

Brand’s Likely Impressions is the number of campaign-related messages generated by the brand multiplied by the number of people that have engaged the brand in the last 90 days.

ADVOCATES382

MARKET870,721

TOTAL AMPLIFICATION

85%TOTAL LIKELY IMPRESSIONS GENERATED BY CONSTITUENCY

54,665,000BRAND’S LIKELY IMPRESSIONS

64,454,0006,778,000 likely impressions

EMPLOYEES72

1,130,000 likely impressions

46,757,000 likely impressions

On average, Advocates generated 17,743 likely impressions by propagating campaign messages to their engaged followers while a typical Market participant generated 53. Red Bull

7 Earned Media impact was off the charts

Summary

Tell a compelling story before, during and after the event2

Record everything3

Be amazing1

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Q&A

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Learn More

http://social.dachisgroup.com/tour

Sign up for a 1:1 Tour Stay in touch

http://dachisgroup.com

http://socialbusinessindex.com

[email protected]@bkotlyar

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Webinar: 7 Social Campaign Insights from Red Bull Stratos (@DachisGroup)

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Transcript of Webinar: 7 Social Campaign Insights from Red Bull Stratos (@DachisGroup)