AUDIENCE INSIGHTS

MORE�CONTENT�TAPPING�INTO�THE�NEXT�GENERATION'S�INTERESTS�IS�KEY�TO
GROW�GEN�Z�AND�FEMALE�AUDIENCES�IN�2018
 
This is a new area for Red Bull. Have a look at the full webinar during July 5-7 to understand the full rationale
and where we are heading!
 
• Until�now,�we�have�shown�consumers�a�limited�part�of�the�World�of�Red�Bull:
We�talk�to�the�same�audiences�over�and�over�again�and�we�create�our�own�echo
chamber.
• Winning Gen�Z & Females are key priorities for Red Bull and we need to create more relevant
content and concepts tapping into their interests. Gen�Z�being�the�Polymath�generation, what
we create to better reach them will also spill over to the Female audience.
• Of course, we need to continue to create authentic content in the Sports
scenes we are known for, because it is the core of what Red Bull is and
authenticity is key for Gen Z! But�from�now�on,�we�want�to�create�a�lot�more
content�both�within�and�outside�of�sports!
• And to achieve this, we need to understand�what�are�the�relevant�Gen�Z�audiences�for
Red�Bull.

 
 
WHAT�IS�AN�INTEREST?�WHAT'S�AN�AUDIENCE?�WHAT'S�A�FORMAT?
 

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AUDIENCE INSIGHTS

*Look�for�these�shapes�throughout�the�presentation*
 
 
AUDIENCES?�WHAT�ARE�THEY,�AND�WHICH�ONES�SHOULD�YOU�FOCUS�ON?
 
• We've�identified�&�sized�interests�we're�currently�strong�with,�and�areas�where�we
need�to�do�more,�through�right�formats�and�contextualization:
1. Sports
2. Music
3. Fitness�&�Healthy�Lifestyle
4. Games�&�Gaming
5. Entrepreneurship�&�Startups
6. Dance
7. Urban�Art�&�Design
8. Nightlife�&�Social�Adventure

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AUDIENCE INSIGHTS

 
WE'VE�HIGHLIGHTED�AND�ANALYSED�36�GLOBALLY�RELEVANT�AUDIENCES
 

 
HOW�DO�YOU�USE�THOSE�INSIGHTS�FOR�CONTENT�CREATION?

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AUDIENCE INSIGHTS

 
• Out�of�these�36�audiences,�it's�up�to�you�to�handpick�the�right�ones�that
fit�your�market,�and�strategy,�and�don't�forget�about�local�trends�that
resonate�strongly�with�consumers�in�your�market
• Remember that Cross-Over�topics, shorter,�less�polished, and witty�content all resonate
strongly with Gen Z
• Leverage�all�our�channels, and multiple formats, to ensure consumers can find the content
wherever they are
• Look for�partners�you�can�work�with to create content, concepts, and build our audiences
• Finally, please remember that our leitmotiv when it comes to talking to our consumers and audiences
is always "Authenticity". It means that when creating content, we need to keep in mind our editorial
principles, which are true for everything else we do: Be Distinctive & Differentiating, Unique &
Surprising, Authentic & Credible. To�reach�the�relevant�audiences,�bring�them�the�content
only�Red�Bull�can�create!

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Throughout�the�summer�we�will�be�providing�more�detail�around�each
of�these�audiences,�as�well�as�more�country�specific�information.�Stay
Tuned,�and�please�check�out�the�AUDIENCE INSIGHTS�space�for�the�webinar
presentation�and�more!