red bull: instagram your inspiration case study
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Red Bull: Instagram Your Inspiration
social we are
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Red Bull is famed for its public image as well as the originality and creativity of its marketing campaigns
social we are
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To launch its new red, blue and silver Red Bull Editions varieties, the brand needed a social campaign that people would naturally
want to get involved in, not just a run-of-the-mill competition
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So we created a collaborative, visually-led social campaign: ‘Instagram your Inspiration’
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We centered the campaign around the distinct colour of each new Editions can, asking the public to submit
content that inspired them using one of three hashtags
#rededitionplease #silvereditionplease #blueeditionplease
social we are
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@Mikekus @finn @naomiatkinson
@Mikekus @naomiatkinson @finn
To boost the reach of the campaign we enlisted three highly influential photographers to create
their own inspirational content
social we are
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The best content was displayed in Red Bull’s Instagram gallery
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Everyone who submitted a photo received a free can of Red Bull editions, driving further awareness of the new flavours
social we are
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The campaign had over 3,000 submissions
social we are
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We used this user generated content to produce billboards in London, Manchester, Glasgow, Birmingham and Sheffield
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#InstagramYourInspiration reached over 16 million people
using only mobile and social channels
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And Red Bull was hailed as an Innovator