Idea Fully Baked. Still Plating It.
INTEGRATED DIGITAL COMMUNICATIONS AND CAMPAIGNING
Strategic Brand Analysis of Red Bull
65
MERIT
The Strategy Behind The Energy​
Exploring how Red Bull turns energy into culture, community, and digital engagement.
BuilT a high-energy digital campaign strategy for Red Bull by combining consumer psychology, integrated marketing communications, and Gen Z storytelling.
ABOUT THE PROJECT
What makes people buy an energy drink: the caffeine, or the culture behind the can?
This Integrated Digital Communications and Campaigning project focused on developing a full-scale IMC campaign strategy for Red Bull UK, targeting Gen Z consumers through digitally driven storytelling, experiential marketing, and integrated media communication strategies. The report analysed Red Bull’s positioning within the UK energy drink market through STP analysis, SWOT, PESTLE, competitor analysis, and communication strategy development. The campaign proposal combined paid, owned, and earned media approaches to strengthen brand awareness, engagement, and customer loyalty while aligning with Gen Z’s values of authenticity, adventure, and community.
APPROACH
I approached this project by first researching Red Bull’s UK market positioning, Gen Z consumer behaviour, and the evolving digital communication landscape within the energy drink industry. I then developed an integrated marketing campaign using frameworks such as SWOT, PESTLE, STP, and IMC planning models to create a multi-channel strategy focused on awareness, engagement, and brand loyalty. The campaign combined influencer marketing, experiential events, short-form content, social media storytelling, and paid advertising to build a digitally connected brand experience tailored to younger audiences.
This project strengthened my understanding of integrated marketing communications, campaign planning, audience segmentation, and digital consumer psychology. It also improved my ability to connect academic marketing frameworks with practical campaign execution, media strategy development, and creative storytelling designed for digitally native audiences.
BEHIND THE WINGS
PROJECT FILES & SUPPORTING DOCUMENTS
