Red Bull Brunei
Project Category:
Social Media
- Social media management: Facebook & Instagram
- Social media campaigns: Contests & giveaways
- Content calendar
- Content creation
- Copywriting
- Photography
- Videography
Persons involved:
Ana, Social Media Manager
Shah, Social Media Specialist
NJ, Deputy Creative Chief Officer
Alia, Art Director
Sek Khai, Business Development Manager
Yuri, Business Development Manager
Fatin, EA to DCEO and Studio Coordinator
Azhar, Senior Graphic Designer
Hanif, Graphic Designer
Iqbal, Photographer & Videographer
Zaim, Photographer & Videographer
About the client:
Red Bull is one of the big brands in the energy drink industry. With major sports and athletes parked under its belt, the world of Red Bull goes beyond just sports; it is a lifestyle.
Red Bull is better known as Krating Daeng in Thailand, the country where the popular energy drink comes from. The name was then translated to English – Red Bull – when it entered other markets in Asia. With the translated name, it eventually entered the European market and now has the highest market share of any drink in the world.
At the end of 2017, MMW was approached by Red Bull Malaysia (the principal) for the social media marketing and management of Red Bull Brunei. And of course we said YES!
About the project:
Though the brand awareness is there, Red Bull needed to have a stronger social presence in the Brunei market especially when more competitors are coming in. Red Bull Brunei had an existing Facebook and Instagram accounts but they were almost non-existent as they were inactive.
So we took a deep dive into the world of Red Bull, pored over the brand and studied what they stand for, and had a taste (literally) of the energy that is within the brand. After a number of brand induction trainings and two months later, we came up with a plan and started our social media and marketing journey with Red Bull.
The work scope involved creating and managing their social content which we had and still have fun doing, where we get to bring back the three Red Bull drinks to the playground to take photos and videos of. We also create social media campaigns every quarterly in the form of contests and giveaways, which really helped the brand love and increased the number of followers.
We were also involved in running national consumer contest called Fulfill Your Dream that was driven mainly on social media. For this campaign, anyone who purchased Red Bull within the 3-month period had the chance to win a Mini Cooper! With a target of 100,000 reach, we exceeded the target at the end of the three months and the contest had the highest number of participation ever recorded in Brunei. We will talk more about this campaign on a separate time.
One other challenge that we were given was to use social media to help support the distributors to increase their sales of Red Bull, as they were facing their lowest sales ever at that time. After the first year of working with Red Bull, we managed to help increase their sales by 41%, the highest since they entered Brunei market! And because of this our team was taken on an incentive trip to Bangkok for five days courtesy of Red Bull. Super proud of our team!
