Red Bull Vietnam has launched Red Bull Cold Brew Coffee Flavored. This is also the first time in more than 30 years in the Vietnamese market that Red Bull has introduced a new flavor. So how did the brand create a viral campaign? Let’s take a look at the campaign measurement report for “Bật Nắp Là Bật Mood” from Red Bull Vietnam.

Campaign overview

From May 13 to June 30, the campaign collected a total of 8,732 discussions, with TikTok contributing the majority. Paid KOL channels such as Đinh Thảo Trang and DJ Mie accounted for more than half of the total discussions.

The positive sentiment rate made up a large share (70.7%), thanks to the impact 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 channels the brand chose as the main communication platforms for introducing the new product. This was also the first factor behind the campaign’s success.

As soon as the #BẬTNẮPLÀBẬTMOOD dance challenge was posted on the Red Bull Vietnam fanpage, it drew attention from the community. Combined with posts from famous KOLs such as Masew, Juky San, and Wren Evan on TikTok, the campaign reached its highest discussion peak on May 14.

Outstanding content was the second success factor that helped the campaign go viral on social media. The #BẬTNẮPLÀBẬTMOOD dance challenge, with energetic music, catchy melodies, and attractive prizes, drew large numbers of young people to participate. The RBCB Gift Box, with its beautiful and sophisticated design, left a strong impression of the brand and product on users.

Conclusion

Red Bull Vietnam’s “Bật Nắp Là Bật Mood” campaign succeeded not only in terms of metrics 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 clear proof of the power of online media marketing and the influence of social media.