Red Bull Cold Brew Campaign Case Study: What Makes a Viral Campaign?
Red Bull Vietnam has launched Red Bull Cold Brew Coffee Flavored. This also marks the first time in over 30 years since its presence in the Vietnam market, Red Bull...
Key figures
From the full report, measured with Kompa Social Listening
Share by platform
- TikTok 69.6%
- Facebook 28.3%
- YouTube 1.1%
- E-commerce 0.9%
- Online news 0.1%
- 70.7%Of campaign discussion is positive; only 1.1% is negativep. 10
- 1,790,806 interactionsIs the campaign's total interaction count, from 610 postsp. 12
- 1,707,076 interactionsWere recorded on TikTok, alongside 6,080 discussionsp. 13
- 46.9%Of discussion centres on the #BatNapLaBatMood dance challenge; owned-channel activities 24.3%, RBCB gift-box unboxing 20.1%p. 15
- 53.7%Of campaign discussion comes from KOLs/influencersp. 15
- 44.7%Of the 19,542 discussions about Red Bull belong to Red Bull Cold Brewp. 10
| Praise for the dance / beat / KOLs | 47.3% |
|---|---|
| Taking part in the dance challenge | 18.3% |
| Interest in the RBCB gift box | 15.6% |
| Interest in the product | 7.5% |
| Feedback on RBCB's taste | 3.0% |
| Discussion of RBCB's benefits | 2.6% |
| Others | 5.7% |
Red Bull Vietnam has launched Red Bull Cold Brew Coffee Flavored. This marks the first time in over 30 years since entering the Vietnam market that Red Bull has introduced a new flavor. To create a viral campaign, how did the brand do it? Let's dive into the measurement report for the 'Bật Nắp Là Bật Mood' campaign from Red Bull Vietnam.
Campaign Overview
From May 13 to June 30, the campaign gathered a total of 8,732 discussions, with TikTok being the primary contributor. Paid channels featuring KOLs such as Đinh Thảo Trang and DJ Mie accounted for more than half of the total discussions.
The positive Sentiment Score accounted for a large portion (70.7%), driven by the effect of the #BẬTNẮPLÀBẬTMOOD dance challenge and the RBCB Gift Box. Meanwhile, the negative rate remained low at only 1.1% throughout the campaign.
Key Success Factors
Social media, especially TikTok and Facebook, were the primary communication channels chosen by the brand for this new product launch campaign. This was the first factor contributing to the campaign's success.
As soon as the #BẬTNẮPLÀBẬTMOOD dance challenge was posted, the Red Bull Vietnam fanpage immediately captured the community's attention. Combined with posts from famous KOLs like Masew, Juky San, and Wren Evan on TikTok, the campaign reached its discussion peak on May 14.
Compelling content was the second success factor that helped the campaign go viral on social media. The #BẬTNẮPLÀBẬTMOOD dance challenge, featuring energetic music, catchy melodies, and attractive rewards, attracted a large number of young participants. The RBCB Gift Box, with its beautiful and sophisticated design, left a strong impression on users regarding both the brand and the product.
Conclusion
Red Bull Vietnam's 'Bật Nắp Là Bật Mood' campaign was successful not only in terms of statistics but also in connecting the brand with the community through social media. The combination of creative content and an appealing product created a memorable viral campaign. This campaign is a clear testament to the power of online media marketing and the influence of social media.
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