Global head of social Media
Joined the Red Bull team in 2011 to become the Global Social Media Manager. Created a social media strategy for all of Red Bull’s own editorial social channels,and increased interactions and impressions 8x in 6 months organically. On top of increasing all channel audiences (e.g. Red Bull Facebook page grown from 10 million to 35 million), the Red Bull brand was named the #3 Most Engaged Brand via Mashable and the #1 Social Media Video Company by Go Viral in 2012.
The strategy became globally recognised
The strategy was built on the principle of “Why would they care? Why Would they Share?” Rather than selling the product or pushing CTAs consistently, the idea was to understand the audience and design content and engagement strategies for consumers both on and offline. This strategy showed an uptick in considered purchases by fans of the page from a 2011-2012 Nielsen Study, and has oft been cited as a best in class social media marketing example.
Design Every Moment
Every touchpoint was curated to build opportunities to share from live events, online content, owned social content, product and even athlete interactions (see Artograph)
By designing every potential moment to have social built into it, we designed moments of luck to drive social conversation and the brand image of Red Bull Gives You Wings.
And Don’t have an ego
Customer behaviour was always put at the forefront, and this required deep understanding of what customers engaged in. From building out metrics to understand repeat engagements from social users to understanding how people engaged online, the heart of the Red Bull social strategy was built from the customer up.
This meant challenging internal objectives, such as with Red Bull Stratos, which was given the goal to be bigger than the moon landing, while hosting the livestream on redbull.com. Knowing the customers, we knew they shared from other sites repeatedly vs redbull.com and in turn driving people to a destination is harder than being the one place they go to. So from a social POV, we were able to push for a social platform, YouTube, to host the video with embeddable feeds being distributed globally to news sites, other social platforms, and other websites.
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Brand (product): Launch of new products, consumption occasions, advertising, on package integration; Digital brand lead for launch of product in the Philippines
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Red Bull Media House products: Film, Television, Print, Mobile Apps, Mobile Service provider, Games
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Sports: Event activations, Athlete social media, digital product development
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Motorsports: Red Bull Racing and Torro Rosso team strategy, support, and innovation
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Culture: Events activations, own culture platforms, opinion leader activations