I have used Red Bull a couple times in the past as an example of a company that understands the nature of branded online video content quite well and it seems that I'm not the only one that has noticed, as goviral's Social Video Equity Report has dubbed them number one in the top 100 best brands in branded content.
Half the top 100 put up more than five hours of branded content this year and the top five brands received over 50 million views to boot. Red Bull managed to garner the most "social video equity," pushing past the likes of Google, Disney, Nike and Samsung to take the top spot this year.
Red Bull clearly has a branded content strategy that works. They know their audience, they know what those consumers like and they know how to appeal to them with branded content. Some of you are probably saying it was all because of the Space Jump, but goviral collected the data before the Space Jump. So add the 8 million live YouTube views of the Space Jump on top of it all and you can see, Red Bull really does have wings. Just yesterday Red Bull released a new video that already has 150K views - "The Athlete Machine - Red Bull Kluge."
Red Bull = #1 Social Video Equity Brand for 2012
Red Bull seems to have found a balance between the amount and type of branded content they create and what their audience wants. The content they create has built a highly engaged audience that want to watch a lot of video and do. Disney topped the total views list, but Red Bull took the content and engagement categories in the report. Some brands pushed out more than 50 hours of content for 2012 already, and have less than a million views to show for it... ouch!
goviral started with the Interbrand top 100 list and then looked as just the branded content angle. Red Bull is not even on the Interbrand list and #1 Coca-cola ranked 8th in terms of branded content. That goes to show that market cap isn't the end all metric for a brand's content marketing success. Old Spice, also not on the Interbrand list made 6th here.
What is Done Right?
When I wrote about Red Bull in the past I said:
The intentional de-emphasis they place on the brand and the emphasis they place on interesting, visually compelling content.
That is still what I believe is driving their branded content success. Events like the Space Jump have, all in all, nothing to do with Red Bull. But they're clever enough to tie their wagon to it and invest in it and it paid off. Eight million live viewers on YouTube, a record in itself, to go along with all the other records, like Felix's Mach 1.24 speed (wow!).
A year ago when I wrote my Red Bull Marketing Wings article these were their stats:
...3,241,000 channel views, 183,032,000 upload views and 220,000 subscribers to their YouTube channel.
Right now the main Red Bull Channel has:
471,393,643 video views
Red Bull Racing:
5,616,621 video views
Red Bull Music:
- 18,318 subscribers
4,055,386 video views
Over 480 million video views! Their latest video, uploaded on Nov 12th already has 75,000+ views. In the last two weeks they've uploaded 57 videos to the main Red Bull YouTube channel, some of which have netted over 100,000 views. Here's what the channel description reads:
Experience the world of Red Bull like you have never seen it before. With the best action sports clips on the web and YouTube exclusive series, prepare for your "stoke factor" to be at an all time high.
Stoke factor, world of Red Bull, exclusive series...things that are all very much Red Bull branded content.
Now I'm off to try and get an interview with Red Bull's branded content people in hopes of finding out just what it is that makes them so successful. If you want to see the rest of the goviral top 100 best branded content companies, here's the PDF.