HAN30064959

Module name: Digital Marketing Techniques

Module code: MKTG4032
DIGITAL MARKETING PLAN FOR RED BULL
 Task 1: Briefing Document

Part 1: Analysis and Application of Digital Marketing Tools of Red Bull

(Red bull logo image source: from Google)

Introduction

Red Bull GmbH, an Austrian giant in the energy drink market, is renowned not only
for its beverage but for promoting a high-octane lifestyle through extreme sports,
music, and adventure. Operating in over 170 countries, Red Bull leverages digital
marketing to maintain its brand as a symbol of youth, energy, and action.

1. Social Media Marketing

Red Bull has a dominant presence across major platforms:

● Facebook (52M+ followers): Shares event recaps, athlete content, and

interactive posts.

● Instagram (19.1M followers): Showcases high-impact visuals of extreme

sports.

● YouTube (13.6M+ subscribers): One of its strongest tools, featuring

documentaries, sport highlights, and branded series. Some videos, like the
famous space jump, cost up to $30M to produce.
 ● TikTok (10.3M+ followers): Engages younger audiences with short, high-
energy clips and a 10% engagement rate.

Advantages and disadvantages of marketing channels

Red Bull’s marketing approach offers several strengths and a few challenges. On the
plus side, the brand benefits from a global reach and strong audience engagement,
supported by a well-defined identity and a loyal community. Its use of user-generated
content also adds a layer of authenticity that resonates with fans. However, this
strategy comes with drawbacks—it requires significant investment in high-quality,
resource-intensive content, and there’s always a risk of audience fatigue or backlash,
especially around the brand’s more extreme stunts.

2. SEO & SEM

Red Bull’s website ranks for 3.6M+ organic keywords and draws ~7.7M monthly
visitors. Interestingly, the brand rarely promotes its drink directly, focusing instead on
lifestyle content.

Advantages and disadvantages:

A strong content strategy offers Red Bull huge benefits, including driving huge
organic traffic and building domain authority through consistent, high-quality and
resource-heavy content. However, it also comes with challenges: it demands ongoing
updates and optimization to stay relevant and effective, and it's vulnerable to shifts in
search engine algorithms that can impact visibility.

3. Online Advertising
 ● Red Bull uses dynamic display ads, retargeting, and sponsored content.
● Visual storytelling in ads complements their energetic branding.

4. Email Marketing

● Sends personalized, segmented emails.

● Shares event updates, exclusive offers, and content releases.

This section outlines how Red Bull integrates various digital marketing tools to
reinforce its brand beyond product promotion—using lifestyle storytelling, community
engagement, and cutting-edge content strategy.

Part 2: Digital Marketing Activity Assessment: Monster Energy

1. Competitor Campaign Example: “Unleash the Beast” Global Digital

Campaign

Campaign Overview: Monster Energy's "Unleash the Beast" campaign revolves

around action sports, music events, and extreme lifestyles. A key campaign example
is its digital sponsorship of the X Games, where Monster integrates product
placement, influencer promotion, and live-streamed content across platforms like
YouTube, TikTok, and Instagram.

Key Metrics:

● YouTube views (X Games highlight reel): Over 5 million

● Instagram engagement (athlete features): Avg. 3-6% per post
● TikTok hashtag #UnleashTheBeast: 120M+ views
● Influencer reach: Collaborations with athletes like Nyjah Huston, contributing
to a broader lifestyle branding effort

Red Bull does a great job connecting with fans through influencer and lifestyle
content, keeping engagement high with real-time interactions like social media
stories and comments. They also stay consistent across different platforms, which
helps strengthen their brand. On the flip side, they don’t focus much on health-
conscious audiences, and they don’t use SEO or blog content as much as they could
—missing out on chances to reach people searching for specific topics online.

2. Content Types Used: (Evaluate effectiveness and relevance.

Format Relevance to Brand

Video (Short-form) Highly relevant for adrenaline-filled brand
Influencer Stories Personal touch boosts trust
 Great for engagement, but limited reach outside
Event Livestreams niche
Memes/User-
Generated Fun but not central to brand identity
Less effective—Monster markets a lifestyle, not
Product Photography just a drink

3. Marketing Mix Integration: (Analyse how the marketing mix is adapted .)

Product: Energy drinks presented as part of a lifestyle — positioned with athletes,

artists, and extreme sports.

Price: Premium pricing reinforced with elite sponsorships and exclusive content (F1,
MMA).

Place: Online retailers, social shop features (Instagram), YouTube integration with
merch links.

Promotion (Digital):

● Influencer marketing
● Social contests
● YouTube pre-roll ads
● Tik Tok branded content

4. Innovative Digital Activities

● TikTok challenges with athletes
● AR experiences and product filters
● VR event previews and behind-the-scenes content

These innovations offer a competitive edge and boost brand engagement, especially
with Gen Z.

Part 3: Analysis of two digital marketing channels

Channel 1: YouTube

1. Appraising the Toolbox

With nearly 23 million subscribers and an average engagement rate of about 2.3
percent, Red Bull’s YouTube channel is a non stop thrill ride. They post around five
new videos every week, everything from in-depth athlete documentaries to quick,
catchy Shorts and live-streamed events. By scheduling “Premiere” drops (complete
with countdowns and live chat), running Community Tab polls, blood pumping
playlists, and optimizing titles, descriptions, and thumbnails for search, they make it
easy to discover and share each epic moment. It’s no wonder they pick up roughly 2
percent more subscribers each month, and that the Stratos jump once pulled in eight
million people watching at the same time (52 million total views on Youtube).
Moreover, end-screen prompts and viewers to subscribe or dive into related videos
that keep fans coming back for more.

(Image source: from Hyper Auditor)

2. Acquisition

Flagship events like the Red Bull Stratos jump drew 46 million viewers, attracting
thrill-seeking subscribers worldwide Digital maven. Collaborations with elite athletes
and extreme-sports influencers further expand reach into niche communities of
action-sport fans

(Image source: from Youtube)

3. Retention

Average monthly views stand at 6.8M million, with watch-time metrics exceeding
platform medians, indicating strong viewer loyalty. Community Tab polls and live chat
during Premieres enable co-creation, inviting subscriber input on future content

themes

(Image source: from Hyper Auditor)

Channel 2: Instagram

1. Appraising the Toolbox

Over on Instagram, Red Bull’s feed brings the same high-octane spirit to 27
million followers. Their mix of posts, Stories, Reels, IGTV clips, and live
sessions—alongside shoppable tags and the ever-viral #givesyouwings that
drives a steady stream of engagement. They publish about 18 times a week,
averaging 14 000 interactions per post, and their audience has grown nearly
1.7 percent in just 30 days. Thanks to built-in shopping features, almost a third
of their followers click through and buy without ever leaving the app. And those
interactive stickers and Reels? They keep people coming back, tapping into
that need for quick, authentic, co-created moments.

Red Bull’s Instagram posts by type(Image source:google)

2. Acquisition

The @redbull account grew by 1.69% ( about 450 000 new followers) in the past 30
days through influencer takeovers and branded hashtags like #givesyouwings.
 (Image source: from Hyper Auditor)

These detailed evaluations show how Red Bull applies a sophisticated digital toolbox
combining real-time marketing (Premiering and live sessions), customization
(recommendation algorithms and targeted ads), triggered processes (notifications
and reminder emails), and co-creation (UGC hashtags and Community polls) to drive
measurable acquisition, conversion, and retention across YouTube and Instagram.

3. Retention

Red Bull maintains an active and passionate community, with an average

engagement rate of 0.08%. It attracts thrill-seekers and fans of high-adrenaline
sports who resonate with the brand’s bold energy. Through co-creation, especially
user-generated content under the hashtag #givesyouwings, Red Bull builds
authenticity and loyalty to encourage followers to stay connected and keep coming
back.
 (Image source: from Google)

Task 2: Digital Enhancement

Part 1: Customer journey and digital touchpoints

1. Customer Journey Map

Under here is the customer journey following AIDA framework, encompassing three
key stages, each with distinct touchpoints:

AIDA Stage Customer Touchpoints Digital Tools Measurement

Journey Methods
 Stage
Social media ads
(Instagram, TikTok, Social Media Management Impressions ; Click-
YouTube); Influencer Tools (Hootsuite, Sprout Through Rate (CTR) ;
collaborations; Social) ; Paid Ad Platforms Social engagement
Pre- Sponsored sports events (Meta Ads Manager, Google (likes, shares,
Attention Purchase (online streaming) Ads) comments)
Red Bull website and
blog (event news, brand
stories) ; YouTube videos Website Analytics (Google
(sports highlights, Red Analytics) ; CRM Tools
Pre- Bull TV) ; Email (HubSpot) ; Email marketing Time on site ; Bounce
Interest Purchase newsletters platforms (Mailchimp) rate ; Email open rates
Online store (Red Bull E-commerce Platform
shop) ; Product pages Analytics (Shopify Analytics) ; Conversion rate ; Cart
with testimonials ; A/B Testing Tools (Optimizely, abandonment rate ;
Desire Purchase Limited-time online offers Google Optimize) A/B test results
Checkout process ; Completed purchases ;
Loyalty program signup Payment Processors (Stripe, Loyalty program sign-
during purchase ; Mobile PayPal analytics) ; Loyalty ups ; Drop-off rate
Action Purchase app promotions Program Tools (Smile.io) during checkout
Survey Tools (SurveyMonkey,
Typeform) ; Customer
Thank-you emails ; Feedback Platforms Customer Lifetime
Satisfaction surveys ; (Trustpilot, Feefo) ; Value (CLV) ; Net
Exclusive member Retargeting Ads (Google Promoter Score
Post- content (Red Bull TV, Remarketing, Facebook (NPS) ; Repeat
Purchase Retention event invitations) Retargeting) purchase rate
 (Image source: from Youtube)

2. Digital Tools to Improve Experience

Red Bull uses a wide range of dynamic digital tools to level up the customer
experience and strengthen brand loyalty. Through content platforms like Red Bull TV
and their YouTube channel, the brand delivers high-quality, energetic and
adrenaline-rush content that reflects its adventurous identity. Social media platforms
such as Instagram, Facebook, and Twitter enable real-time interaction and foster a
sense of community among fans.

Influencer collaborations with brave athletes, talented musicians, and creators help
generate authentic, relatable content that resonates with a lot of audiences.

3. Measurement Methods

Red Bull takes a thoughtful, data-driven approach to improving its marketing by

staying closely connected to its audience. It keeps a close eye on performance
metrics like engagement, conversions, and customer loyalty to see what’s working
and where to improve. The brand also listens actively to gathering feedback from
surveys, social media conversations, and customer service interactions to better
understand what people want and need. By analyzing the long-term value of its
customers, Red Bull ensures its marketing efforts focusing on long term loyalty, and
also focusing on building lasting relationships.

4. Datas from capturing Feedback & Testing:

Red Bull gathers customer feedback through surveys, social listening, and
community engagement (e.g. monitoring comments on social channels and user-
generated content). For example, the brand tracks website usage (about 7.78M
organic monthly visits) and social engagement (TikTok ER about 10%, YouTube ER
about 0.70%) to gauge what resonates. Red Bull likely runs A/B tests on email and
ad creative and uses analytics tools (Google Analytics, social media insights) to
measure KPIs like click-through and conversion rates.

5. Digital Performance Metrics:

In 2024 Red Bull achieved about €11.227 billion in revenue (more than 6.4% YoY)
with 12.67 billion cans sold, reflecting its strong brand performance. Its flagship
Facebook page has about 46 million likes and 52 million followers, Instagram about
27 million followers, TikTok about 17.5 million followers, and YouTube about
22.9 million subscriber. These massive audiences, combined with high engagement
(e.g. 10% on TikTok), underscore Red Bull’s robust digital marketing reach and
customer engagement in 2024–2025.

(Image source: from Red Bull’s website)

Part 2: Co-ordinated and consistent customer journey

1. Integration Frameworks

RACE Framework (Reach – Act – Convert – Engage):

 Stage Offline & Online Integration in Red Bull Marketing
Offline: Sponsored extreme sports events (e.g. Red Bull Air Race,
Crashed Ice, BC One)
Online: YouTube (22.9M subs), TikTok (17.5M followers), SEO-driven
Reach content hub (RedBull.com, 7.78M organic visits/month)
Offline: Sampling at university campuses, sports arenas
Online: Influencer collabs, interactive Instagram Stories, TikTok UGC
Act campaigns (#givesyouwiiings)
Offline: POS campaigns with QR codes; Event-exclusive merch bundles
Online: E-commerce, Amazon, mobile app offers, shoppable Instagram
Convert tags
Offline: Fan zones, meetups, live events with loyalty programs
Online: Community Tab polls, email campaigns, exclusive behind-the-
Engage scenes Red Bull TV content

2. SOSTAC® (Situation, Objectives, Strategy, Tactics, Action, Control):

Red Bull applies this model through:

● Strategy: Focus on storytelling via sports, music, and adventure content.

● Tactics: Tailored across touchpoints (e.g., TikTok = viral stunts, YouTube =

docuseries).

● Control: Measured using digital analytics, social listening, and retail data.

2. Multichannel Strategy Analysis

Aspect Advantages Disadvantages

Red Bull expands reach by blending offline Managing message consistency across
Customer events with massive digital coverage. For so many touchpoints (TV, social, web,
Reach instance, the Stratos jump reached 52M+ views events) increases complexity and risk of
online and was also televised globally. brand dilution.
 Requires robust content planning and
Strong brand identity ("Gives You Wings")
coordination across global teams, which
across energy drink, sports, and culture sectors
Consistency may strain resources and lead to
keeps communication aligned. Integrated
fragmented campaigns if not managed
visuals and themes reinforce recognition.
carefully.

Integrating offline data with online

Combines social insights (e.g. TikTok 10% ER)
analytics (CRM, purchase history, social
Data Synergy with offline sales and event footfall to shape
behavior) remains difficult and expensive
targeted campaigns and promotions.
without unified infrastructure.

Multichannel approach enables frequent

High content demand across platforms
touchpoints, from social media to live events,
Engagement requires constant production and
increasing brand affinity. Red Bull retains
& Loyalty maintenance, stretching budgets and
millions of followers and subscribers with
human capital.
engaging storytelling and UGC.

Online purchase options (e.g. shoppable Offline promotions aren’t always

Conversion Instagram, e-store bundles) align well with trackable, making ROI harder to measure
Optimization impulse triggers from offline sampling or event and optimize compared to online ad
hype. tracking.

Part 3: Trends in customer behaviour and responses

1. Key Stakeholder Analysis:

Consumers / Fans. Adults and extreme-sports enthusiasts form Red Bull’s core
audience. They influence content by their interests (adventure sports, music, gaming)
and by contributing user-generated content (UGC) at events or. Red Bull’s strategy
amplifies their voice: for instance, fans worldwide ran in the Wings for Life charity
event (161,892 participants from 192 countries in 2022)
Athletes & Content Creators.
Red Bull sponsors hundreds of high-profile athletes (F1 racers, snowboarders,
surfers, etc.) and partners with lifestyle celebrities to create branded content. These
stakeholders have huge followings and embody the “adrenaline” brand image. Red
Bull’s digital content often features them performing stunts, training, or behind-the-
scenes looks at events. Sponsored athletes (motocross riders, surfers, etc.) produce
adrenaline-fueled video content for Red Bull; for example, Red Bull collaborates on
documentaries and social clips around extreme-sports competitions

(Image source: from Red Bull’s website)

Employees
Red Bull’s own staff are a stakeholder group: the company prizes a culture of
creativity and enthusiasm. Employees (from marketing to media production)
essentially become brand evangelists, driving content creation behind the scenes.
Red Bull emphasizes that its marketing is “people-focused” – much of its storytelling
actually highlights Red Bull’s community and projects, not just the product.

Retail Partners.
Supermarkets, convenience stores, gyms and bars that sell Red Bull are key
stakeholders. They influence digital strategy in that Red Bull must cooperate with
them on promotions and brand displays. Red Bull’s marketing teams share insights
with retailers to help position and promote Red Bull effectively. For example, Red
Bull’s North American Shopper Insights team “provides original, proprietary insight”
on consumer buying patterns to retail partners, helping retailers optimize shelf
placement and promotions. In return, retailers support Red Bull campaigns through
in-store advertising and exclusive product launches (e.g. limited-edition flavors).
Maintaining strong retailer relationships ensures Red Bull’s digital campaigns (which
often drive in-store trials or QR-code activations) translate into sales on the ground.

2. Engagement Strategies:

Red Bull hosts a lot of events where fun and chaos meets bravery and creativity
open for the community. For instance, Red Bull's Flugtag and Soapbox Race are
two of its most imaginative and crowd-pleasing events, blending creativity, humor,
and a touch of chaos to embody the brand's adventurous spirit.

Red Bull Flugtag: Flight Meets Fun

“Flugtag,” German for “flight day,” invites teams to design and build human-powered
flying machines, which they launch off a 30-foot (9-meter) platform into a body of
water. These contraptions, often resembling everything from dragons to giant
blenders, are judged on three criteria: distance flown, creativity, and showmanship.
While some teams achieve modest flights, many end with a splash, much to the
delight of spectators. The event has been held in various cities worldwide, attracting
large crowds eager to witness the spectacle.

(Image source: from Red Bull’s website)

Red Bull Soapbox Race: Downhill Daring

The Red Bull Soapbox Race challenges teams to craft homemade, non-motorized
vehicles and race them down a winding, obstacle-laden course. Participants are
evaluated based on speed, creativity of their vehicle design, and a pre-race
performance. Entries have ranged from pop culture-inspired designs to whimsical
creations like giant toilets or themed cars. The event emphasizes entertainment and
ingenuity, with the fastest time not always guaranteeing a win.

Both events are typically free and open to the public, making them accessible
community gatherings that promote inclusivity and local pride. They provide platforms
for individuals to express creativity, collaborate, and engage in friendly competition,
fostering a sense of belonging and community spirit. Additionally, these events
stimulate local economies by attracting spectators and participants, benefiting local
businesses and vendors.

Through these innovative events, Red Bull not only entertains but also invests in the
communities it touches, leaving lasting positive impressions and strengthening its
connection with diverse audiences.

Co-Branded Events & Partnerships: Red Bull frequently joins forces with aligned
brands and events. High-profile collaborations (e.g. the global partnership with
GoPro) allow Red Bull to co-market with brands that share its adventurous ethos
adobomagazine.comadobomagazine.com. On the event side, Red Bull either
sponsors existing extreme-sports competitions (Formula 1 Racing, downhill biking) or
creates its own (Flugtag, Cliff Diving, etc.), often featuring partner branding. These
events serve as rich content generators – videos, photos, stories – which Red Bull
then disseminates digitally. Local co-branded promotions also occur: for example,
Red Bull may team up with a music festival or gaming tournament in a market,
providing exclusive content (athlete appearances, behind-the-scenes footage) for
promotional use.
 Task 3: Digital Marketing Plan

Part 1: Develop a digital marketing plan

This plan is built on real market trends that shows that functional drinks, like healthy
energy options, are becoming more popular. It follows the RACE framework to keep
each stage of the strategy clear and focused. The plan also uses the 7Ps of
marketing to make sure everything from the product to the promotions fits the new
“healthy” brand image. I have included the tools and partnerships needed to bring the
plan to life and laid out a 12-month timeline with clear goals to track progress using
SMART objectives.

1. Market Nature and Trends

● Market Opportunity:
The U.S. market for functional drinks is growing fast—from $48.7 billion in
2024 to over $93 billion by 2034. That’s a steady 6.7% growth every year,
showing that more people are choosing drinks with added health benefits.
● Target Audience:
Gen Z and Millennials are leading this trend, making up about 40% of all
functional drink purchases. They're looking for low-sugar options that help
boost immunity, support focus, and improve overall wellness.
 ● Planning Framework:
To stay organized and results-focused, I’ll use the RACE framework—Reach,
Act, Convert, and Engage—which guides planning, tactics, and performance
tracking at every stage of the customer journey.
● 7Ps Integration:
The plan will use all 7 elements of the marketing mix—Product, Price, Place,
Promotion, People, Process, and Physical Evidence—to show off the health
benefits of Red Bull in ways that make sense for today’s digital audience.
● Implementation Roadmap:
A clear 12-month plan will include a digital audit, building audience personas,
creating and launching content, setting up the right tools, and adjusting
campaigns every month to improve results over time.

2. Objectives

Firstly, reposition Red Bull as a healthy, functional beverage.

More people are choosing drinks that offer health benefits—like added vitamins,
probiotics, or natural ingredients. The U.S. market for these “functional” beverages is
expected to almost double by 2034, growing from $48.7 billion in 2024 to $93.1
billion. By tapping into this trend, Red Bull can shift its image from just an energy
drink to a healthier option that supports an active lifestyle.

Secondly, increase Gen Z engagement by 25% in 12 months.

Gen Z and Millennials already make up about 40% of the people buying functional
drinks. They connect most with real, health-focused content, especially on mobile
and social media. By creating content and experiences that speak directly to their
values, we aim to boost engagement significantly over the next year.

3. Digital Toolbox

To support this campaign, we’ll use a set of powerful digital tools. Google Analytics
and RightMetric will help us track web performance and understand audience
behavior, ensuring decisions are backed by data. HubSpot will manage email
workflows, send personalized offers, and score leads to keep our outreach targeted
and timely. For social media, Hootsuite will allow us to schedule and automate
content across Instagram, TikTok, and YouTube, keeping our presence consistent.
E-commerce tools like Shopify integrations and Instagram Shopping tags will make
in-app purchasing seamless. To keep creative work organized, we’ll rely on
Smartsheet and Brandfolder for asset management and team coordination. Finally,
we’ll use Gamify.com to embed interactive features like quizzes and health trackers
into the Red Bull app, adding a fun, engaging layer to the user experience.

4. Resources & Dependencies

To deliver the campaign effectively, we’ll collaborate with key partners and teams. A
creative agency like Voy Media will produce high-impact video and social content
tailored to the new health-focused image. Our data partner, RightMetric, will support
audience segmentation and A/B testing, helping us fine-tune messaging based on
real-time feedback. We'll work with an influencer network managed through Keyhole
to connect with micro-influencers who focus on health and wellness. An app
development team will be essential for building new personalized and gamified
features that boost engagement. Finally, the legal and compliance team will ensure
all health claims and updated product labels meet regulations and industry
standards.

5. Marketing-Mix Integration (7Ps)

To support Red Bull’s new health-focused positioning, the brand will launch “Red
Bull Ginseng Herbal Drinks”. A low-sugar, antioxidant-rich option with herbal
ingredients that support gut health. The drink will be priced the same as regular Red
Bull, making it an easy switch for health-conscious consumers. To get the product
out there, Red Bull will offer free samples at retail stores and stadiums through
coordinated promotions. Campaigns will follow the RACE model: Reach through
healthy-lifestyle influencers on TikTok and Instagram Reels, Act with fun in-app
quizzes like “Which functional formula suits you?”, Convert by offering limited-time
"Try & Subscribe" bundles with one-click checkout, and Engage by rewarding loyalty
points for sharing health content and unlocking milestone badges in the app. Trained
brand ambassadors and customer care teams will help explain the drink’s benefits
and new subscription offers. A fast, smooth content approval process using
Smartsheet will help keep campaigns timely and consistent. Finally, social proof will
come from real customer reviews and unboxing videos featured across Red Bull’s
website and social channels.

6. Implementation Plan

Timeline
Phase Key Activities KPIs
(Week)

Run brand perception audit; hold

Brand perception
stakeholder meeting; finalize target
1. Audit & Kick-off Week 1 baseline, persona
personas (Gen Z, Millennials);
acceptance rate
analyze trends in functional drinks
Produce hero video and social reels
for “Red Bull Ginseng Herbal Drinks”;
2. Creative & Persona Video completion rate,
Week 1–2 build app quiz UX: “Which formula
Development focus group feedback
fits your lifestyle?”; finalize influencer
briefs
Set up Google Analytics dashboards;
CRM workflow accuracy,
configure HubSpot CRM workflows
3. Tool Configuration quiz function test
Week 2 for personalized offers; test “Try &
& Testing success, conversion test
Subscribe” bundle and loyalty badge
rate
system in app
4. Soft Launch (Reach Week 3 Begin TikTok & Instagram influencer Impressions, quiz
& Act) takeovers promoting the new completions, social
ginseng drink; launch app quiz and shares, blog traffic
 publish wellness content on Red Bull
blog
Release “Try & Subscribe”
shoppable bundles; enable loyalty Subscriptions started,
5. Full Launch
Week 4 badges; activate user-generated app engagement, UGC
(Convert & Engage)
content campaign; reward app submissions
shares of health-focused content
Monitor campaign data bi-weekly;
run A/B tests on video thumbnails Improved CTR, reduced
6. Continuous
Week 4 and call-to-actions; adjust pricing bounce rate, better
Optimization
display if needed based on checkout conversion
engagement

Part 2: Recommend two digital metrics

To measure the success of the digital plan for Red Bull Ginseng Herbal Drinks, we’ll
focus on two key metrics.

First Metric: Conversion Rate from “Try & Subscribe” Bundle Offer
This metric tracks how many visitors to the campaign page end up subscribing to the
drink. It’s a clear indicator of whether our content, special offers, and checkout
process are resonating with customers. By using tools like Shopify, Google Analytics,
and HubSpot, we can gain insights into what’s motivating people to subscribe and
where we might need to improve.

Second Metric: Social Engagement Rate

This metric looks at the interactions—likes, shares, comments, and saves—on posts
related to the new drink, especially on platforms like TikTok and Instagram. Since
Gen Z and Millennials are our primary audience and spend a lot of time on these
platforms, engagement helps us gauge if our content is hitting the mark. While it may
seem simple at first, tracking the specifics of who’s interacting with the content and
what posts are performing well helps us adjust our approach and make the
campaigns more tailored and effective over time.

Part 3: Methods for identifying leading indicators

To keep track of changes in the external environment, it's important to stay on top of
industry shifts, customer preferences, and what competitors are doing. Here are two
simple methods to do that:

Method 1: Social Listening Tools

Tools like Brandwatch or Hootsuite can help monitor conversations about Red Bull
and the health drink market on social media. These tools allow us to see what people
are saying, track how they feel about our brand, and spot new trends. By keeping an
eye on these discussions, we can quickly adjust our marketing or products to meet
what customers want before others do.
Method 2: Competitor Analysis & Industry Reports
Regularly checking what our competitors are up to using tools like SimilarWeb or
SEMrush helps us understand their strategies. Plus, reading industry reports from
sources like Nielsen or Mintel can give us valuable insights into market trends and
new opportunities. This keeps us informed about what's happening in the market so
we can make smart decisions and stay ahead of the competition.

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McKinsey & Company. Available at: https://www.mckinsey.com/capabilities/growth-
marketing-and-sales/our-insights/the-consumer-decision-journey

[Accessed 1 May 2025].

 APPENDIX
Al Level 4 Usage Clarification
● ChatGPT, Copilot generated marketing ideas, wrote references in Harvard
style, wrote content tables and refined the structure of the paragraph.
● Grammarly is used to correct my grammar and improve paragraphs
coherence.

This assignment was conducted in accordance with the requirements of Al

Level 4 in the BUV Academic Conduct Policy and the Al Guidelines for
Students of British University Vietnam.