Redbull Marketing Communications Essay Example for Free

blushing(a)bull Marketing Communications EssayRedbull Marketing Communications digital Campaigns Clarisonic launched a range in October 2010, Breast malignant neoplastic disease Aw atomic number 18ness Month, in which the company promised to give 1$ for every naked like they sired on their facebook strike out page. Clarisonic used Facebook advertising, email blasts, twitter, youtube and even their own blog Sonic Chatter to spread the word about their tonic like endeavor. Clarisonic objectives include adding a thriving social media section to Clarisonics traditional cause merchandise for nonprofit.Further more(prenominal), Clarisonic wanted to increase knowingness of their brand and outputs, as healthful as increase awareness of their Facebook page. Another objective, which was the most direct objective, was to purloin money for visualize GoodFeel Better. Attaching their name to this cause also aloneowed them to increase sales for their vary crossways like Pink Clarisonic, which also benefits the Look GoodFeel Better charity. Clarisonic also aimed at merchandising beyond their typical target audience of women in their late 20s-50s.Some limitations that were faced was that it was solo a two calendar 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 outside their target market, who may not be interested in their actual products being sold. Partnering with Look GoodFeel Better was a perfect fit for this commove because both companies focused on transmitting a message of empowerment. Redbull On October 14, 2012 the world witnessed a breathtaking experiment Red strapper Stratos. It took viewers to the edge of space and it was all organized by a private placement, Red Bull.The Red Bull Stratos mission was a record breaking event, one which saw Felix Baumgartner free fall from more than 23 miles above the earth, breaking a free falling wor ld record while neat the biggest digital live event on record. It reignited a yearning for the extreme, and created a straightforward association with what was thorough and Redbull. The objectives of Redbull marketers was to reach a lot of people, to excite them, give them something to talk about and look forward to and and then to directly relate this modifyness to inebriety their product.They wanted to break world records, not only in the actual freefalling aspect however the hype nigh the event. This hype could then be translated hopefully in an increase of brand awareness and in spot, 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 therefore targeted a a good deal broader audience, those that frequent charity e vents and support a good cause, not but 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 cancer 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 entire world that would also be aroused to watch a world record breaking event.The target audience was broad and expanded preceding(a) extreme sport enthusiasts which most of Redbulls marketing targets. Clarisonic Clarisonic campaign was extremely ethical as it raises awareness of a certain cancer fund, donates money to the fund, and through these actions is able to also increase awareness of their brand and break dance their image. Had most of this money not gone to a cancer organization, and just gone to supporting the brand, by chance it w ould be less ethical. Redbull One could argue that the risk 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 increased 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 doubled compared the previous year. clearly no one can know for sure if it was directly because of the like campaign but it is rock-steady to say that the increased awareness did contribute to an increase in sales of Clarisonic products. The like campaigne inc reased Clarisonics fan page by 80 percent. Redbull Without a doubt Redbull achieved its objectives of showing the world something that has never done in the first place 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 conversation regarding RedBull Stratos with a suggested audience of this content being up to 90,000,000. 2,000,000 new accounts were subscribed for Red Bull updates within a span of 15 days surrounding the event, these updates included all brand presences in the digital world.These represent engaged consumers that could possibly one day turn into paying consumers of RedBull. Most campaigns, much like Clarisonic are dominated mostly by likes or unbiassed commentary yet Red Bull Stratos had unmatched positivity and mean ingful 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 dual-lane about Red Bull Stratos.More than 8 million concurrent live streams of the Redbull Stratus starting time on YouTube was had which was the largest in Youtubes history. This kind of huge reach transcends RedBull Stratos and reaches Red Bull branding in almost ever single comment or interaction, which till this campaign and to this extent was unheard of. gibe 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 boost 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 campaign wasnt a trigger of som e 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 despite the success of Clarisonics like campaign. Personally, I would make this marketing communication campaign long 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 time where many want to donate themselves to the cause and this like campaign allowed them 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 usual marketing antics. I woul d 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 technical or online campaign could create such brand association by simply telling consumers how cool their drink is.