RED BULL
CREATIVE STRATEGIST
Dfrnt Cloth Creative
PROJECT OVERVIEW
BRAND AWARENESS - INFLUENTIAL
Red Bull would like to better engage Black consumers of Baltimore/Washington DC through local-level marketing and relationship building. Red Bull would like to:
Build relationships with influential members of the community
Increase relevance in Key Playgrounds
Drive trial in the Socializing, Party & Events and Work Occasions
STRATEGY
CHALLENGE ONE
Building relationships with influential members of the community
Red Bull can do more right now to support it's Black influencers
INSIGHT ONE
STRATEGY ONE
Showcase current influencers and their ideas by increasing social media exposure and develop an influencer program to sustain long-term relationships with influential members of the community
CHALLENGE TWO
Increase relevancy within key playgrounds
INSIGHT TWO
There are opportunities for Red Bull to show up and as a partner and friend of the community during key cultural moments
STRATEGY TWO
Develop strategic campaigns that align with Black Cultural Occasions including the celebration of life, creatvity, and historic moments
CHALLENGE THREE
Drive trial in socializing, parties & events, and work occasions
INSIGHT THREE
The Black community generally perceives Red Bull as either a drink to: keep them awake or continue partying
STRATEGY THREE
Showcasing Red Bull as multi-lifestyle drink fit for all occasions
RESULTS
INFLUENCER PROGRAM
Our recommended influencer: DJ Domo Wells. A prominant DJ and fashion designer from based in D.C. enjoying a Red Bull at her brand launch party.