CHAPTER 3

DATA ANALYSIS AND

INTERPRETATION

Data Analysis:

• Data analysis is the process of systematically applying statistical and logical techniques to
evaluate and interpret data.
• It involves collecting, cleaning, transforming, and modelling data with the goal of
discovering useful information, identifying patterns, making decisions, and supporting
conclusions.
• Data analysis can range from simple summaries and visualizations of data to more complex
analyses using advanced algorithms and statistical models.

In a nutshell, data analysis helps turn raw data into meaningful insights.

Data Interpretation:

• Data interpretation is the process of making sense of the results obtained from data
analysis.
• It involves explaining the meaning of the analysed data, identifying patterns, trends, or
relationships, and drawing conclusions based on the findings.
• Data interpretation requires putting the data in a relevant context to provide insights that
can inform decisions, solve problems, or answer research questions.

In short, data interpretation is the step where the implications of the data analysis are
understood and communicated effectively.

Nike’s Growth:

• Apart from brilliant commercials, Nike has also developed a reputation for being one of
the most iconic and influential brands in the world. They’re known for being accessible to
all kinds of people, no matter their gender or age.
• Their tagline — just do it — is known across borders and demographics, which helps them
appeal to customers from all over the world.
• For Nike, it’s not just about selling products—it’s about helping people get fit and healthy,
which is why it has been so successful at reaching people who wouldn’t normally consider
buying a fitness product.
• They know how to use their products, customers, and reputation to communicate with their
audience without appearing pushy or salesy. They also know how to appeal to younger
generations while remaining relevant to older millennials — a difficult balance but one that
Nike has managed well.

Analysis of Nike’s social media accounts:

Nike’s social media strategy has been building on the strength of its brand voice for many years
now, and it shows in their social media posts. They have a powerful presence on Instagram,
Facebook, and Twitter, amongst other platforms, with highly engaging content that appeals to
their followers’ interests. They are well versed in community outreach.
Here’s a look at their followers on their main account:

• Instagram: 252 million

• Facebook: 36 million
• Twitter: 9.58 million
• LinkedIn: 5 million
• TikTok: 3.1 million
• YouTube: 1.71 million
 Þ Apart from these accounts, their sub-accounts like @nikebasketball have 13.7
million followers, @nikesportswear has 7.9 million followers, and @nikewomen
has 7.2 million followers on Instagram.

Þ Here’s an overview of Nike’s worldwide revenue from the year 2014 to 2024:

Important statistics of Nike:

• Advertising and promotion

Nike's advertising and promotion costs in 2024 were more than $4 billion.

• Revenue:
Nike's global revenue for the fiscal year ending May 31, 2024 was about $51.36
billion. This was a slight increase from the previous financial year.

• Revenue by region
In 2024, Nike's revenue came from the following regions:
North America: 5% or $21.4 billion
Europe: 6% or $13.6 billion
Greater China: 2% or $7.5 billion
Latin America and the Asia-Pacific region: 6% or $6.7 billion

• Revenue by product segment:

Nike's footwear division was the largest segment, generating about $33 billion in
revenue in 2024. The apparel segment generated about $13.8 billion in revenue.

• Target market:
Nike's target market is worldwide, but it's mostly in urban centres. Nike focuses on
athletes, runners, and sports enthusiasts.
 • Marketing strategy:
Nike uses emotional branding to invoke emotions related to success, morale, victory,
and self-improvement. Nike also uses a simple and effective brand voice to connect
with a global audience.

Þ Most of the numbers and facts mentioned above are mainly contributed by
Nike’s brilliant commercials, celebrity endorsements, creative marketing and
large target audience.

1. Nike on Instagram:
• In the past 3 months, Nike has received a staggering 8,832,062 engagements while posting
only 58 items on their account.
• The average number of reactions for the profile is 234k likes and 5.7k comments, which
stands for a 0.12% average engagement rate.

2. Nike on Twitter (now X):

• With 9,602,018 followers and 38,095 tweets, Nike is pretty active on their account.
• Clearly, Nike has been enjoying steady daily follower growth.
• You also notice that a significant part of their Twitter marketing strategy is actively
responding to their audience. 10% of their activity comes from tweeting, with a heavy
reliance (57%) on text-based tweet

3. Source sharing:
• Source sharing graph shows the detailed ratio between source types for a given brand or
product.
• The source types are as follows:
i. YouTube
ii. Instagram
iii. Facebook
iv. Twitter (now X)
v. Blogs
vi. Websites
 vii. Forums
viii. Reviews

4. Mentions in time:
• This graph shows the number of times a brand, topic, product has been mentioned over
various social media applications or in a daily conversation over time.
• In the below graph, the time period is about a month (Sept 6 2024- October 4 2024).
5. Brand Health Index:
• This index measures the ratio of positive comments to negative comments.
• A Brand Health Index (BHI) is a measure used by companies to assess the overall
strength, perception, and well-being of their brand in the marketplace. It gives a
comprehensive view of how a brand is performing across several dimensions, helping
businesses understand consumer attitudes and the brand’s position relative to competitors.

• A bad BHI lies from 0 to 0.4

• A moderate BHI lies on 0.5
• A good BHI lies from 0.6 to 1

• Here, we can say that Nike’s BHI lies on 0.78, showing that the brand has a considerately
good amount of positive comments.
6. Revenue Graph:
• The following graph shows how much revenue has the brand garnered in various regions
over 6 years (2017-2022).
• Ex: Revenue in Europe, Middle East and North America

Þ The graph shows an increase in sales from the North American region from the
year 2000 (9.3 billion to 12.2 billion).
Þ A significant increase can be seen in the European, Middle Eastern and African
region over the years (5.2 billion to 7.4 billion).
Þ The revenue in the year 2020 is seen to be slightly decreasing, but eventually it
has seen a steady over the upcoming years.

7. Key lessons from the founder’s book:

• Phil Knight, former CEO and co-founder of Nike had written a book, “Shoe Dog”
in the year 2016.
• Shoe Dog is a memoir, meaning it’s written in Phil’s perspective and one of the
many reasons why the readers enjoyed it is the fact that it has a personal touch.
• He starts from the very beginning, early on in his life, and covers almost every
aspect that you can think of.
• It’s a true tale of grit and determination more than anything, which I’ll talk about
more, but Phil goes into really extreme detail on the entire journey from start to
 finish of starting a business so I think it gives a really good perspective on
everything.

Þ Now let’s get into the three key takeaways after reading Shoe Dog by Phil Knight:

a) There is no playbook to success in business:

• Key takeaway number one is that there is no playbook to success in business and
what it means is; yes you can go get degrees, yes you can read books, yes you
can watch YouTube videos.
• But ultimately when it comes to building a business from scratch and growing it
to the level that Phil did, it’s not something you can simply read or watch and
pick up and have a rosy path to success.
• The reason why this is said, especially as it was described in the book by Phil, is
there are so many ups and downs in business and especially in his case, so many
scenarios where he just got either unlucky or an unfortunate event happened, and
he had to just figure it out.

b) Hire great people even when you don’t have a job for them:
• The second key takeaway from Shoe Dog and Phil Knight is to hire great people
even if you don’t know what job they’re going to do.
• The reason this is said is because there were multiple times over Phil’s career and
the life of Nike where he just had a really good feeling, or was really convinced
about a person, or was really impressed by a person and hired them even though
they weren’t necessarily hiring for a particular position or knew what role that
person was going to do.
• The first example is actually his wife. He hired his future wife when she was
actually one of his students because he was teaching college courses in
accounting and he had a crush on her. But he was extremely impressed by the
grades she was getting in his class so he hired her part-time to start doing random
things around the office like bookkeeping.
• She was so good at what she did that she ended up really excelling in the company
and obviously went on to raise his family.
• This example happened multiple times throughout the book, like with a previous
accountant he worked with at another firm or when Nike was going through a
court case and he was working very closely with one of the new young lawyers
at the firm.
• He became so close with that lawyer and liked him so much he ended up hiring
him. They didn’t necessarily need in-house legal counsel but he was so impressed
and liked working with this person so much that they decided to hire him, and a
lot of these people ended up flourishing in whatever role that Phil gave them.
• Ultimately Phil’s approach seemed to be – at least as summarized in this book –
to hire great, smart, motivated people and find ways for them to be
successful
 c) Grit and Determination trump everything else:
• The last key takeaway from Shoe Dog kind of relates to the first lesson a bit, but
what is learned is that probably the most important factor when you’re an
entrepreneur or solopreneur trying to grow a successful business is that grit and
determination probably trump everything else.
• Having experience, being very smart, having big ideas or passions – that’s all
important. But if Phil was anything, it was full of grit, determination and not
being willing to give up.
• I’ve noticed after reading a lot of biographies and autobiographies of successful
solopreneurs and entrepreneurs that above all else, grit and determination seem
to be some of the most common characteristics because:
Þ things will get tough
Þ competitors will pop up
Þ difficulties will come
• And sometimes, all one has to do, is be able to put your head down, keep working,
look after yourself, look after your family, look after your employees – but keep
pushing forward to find a way.
• It’s almost unbelievable what you or your company or your colleagues can do if
you just refuse to give up and keep pushing.

8. References:

Zomato’s Growth:
• Zomato presents the perfect case study of a company creating a market by recognising
an existing problem and creating a whole new market in the form of a solution.
Deepinder Goyal and Pankaj Chaddah discovered the need for an organised delivery
solution.
• There were solutions but it was in the form of the restaurants’ own delivery services.
There was no standardisation and the delivery charges were outlandish way back before
2008. Then there was the issue of people standing in lines for takeaways.
• Out of this need came the opportunity to create a market where people would not only
be able to order food but the platform would also serve as a reliable place for reviews.
• Launched in 2008 as a food discovery app, Zomato went on to revolutionize the way
Indians eat. From helping foodies find new food joints to enabling online ordering
(since 2015), the brand has some guts to defy all odds and rise up.
• Zomato does a few things that define its market presence and they are the following.
Þ Food Delivery
Þ Restaurant Reservations
 Þ Restaurant And Food Reviews
Þ Food Festivals
• It has positioned itself right at the heart of the Indian food scene and has an amazing
social media presence which helps maintain its image as the most reliable food delivery
partner.

Zomato’s target customers:

The target audience of Zomato is between the age group of 18-35. These people are tech-
friendly and regular internet users. While planning marketing strategy, Zomato targets two
groups of people, mainly:

Þ People who want to order food online:

These people are working professionals or students who don’t want to go outside for food. This
type of person just wants tasty food. They always look for a deal/offer on various other food
delivery companies. They compare the prices of each company and then order food.

Þ People who want to dine out in a restaurant:

These people are mainly couples or families. They want to book a table for themselves in a
good company. These people want a lovely experience in a restaurant + tasty food. Zomato
also offers gold memberships deals to this category of people.

Zomato’s social media growth:

1. SEO Strategy of Zomato:

• Zomato follows a smart Search Engine Optimization strategy.

• SEO means Search Engine Optimization and is the process used to optimize a website's
technical configuration, content relevance and link popularity so its pages can become
easily findable, more relevant and popular towards user search queries, and as a
consequence, search engines rank them better.
• The goal of SEO is to improve a website's position in search engine results pages
(SERPs). A higher ranking in search results can lead to more traffic to a website,
thereby, increasing link popularity.
• Zomato follows a smart Search engine optimization strategy.
 • The website has 99.51% of organic traffic. Consumers trust organic results more than
paid results. This builds credibility among customers as well as it also saves the ad cost
of the company. SEO is a low-cost, high-return marketing strategy of Zomato.

2. Important statistics of Zomato:

• Advertising and sales promotion:
Zomato's advertising and sales promotion expenses for the first quarter of the 2024-
25 financial year were Rs 396 crore, a 26.11% increase from the previous year,
leading to a 31% growth for Zomato.

• Net profit:
Zomato's consolidated net profit for the first quarter of the 2024-25 financial year
was Rs 253 crore, an increase from Rs 2 crore in the same quarter last year.

• Market cap:
Zomato's market cap is expected to reach ₹2.396 trillion at the end of 2024, a
126.28% change from 2023.

• Revenue from operations:

Zomato's revenue from operations for the first quarter of the 2024-25 financial year
was Rs 4,206 crore, a 74.09% increase from the same quarter in 2023.

• Gross Order Value (GOV):

Zomato's B2C segments, including food delivery, quick commerce, and going-out,
experienced a GOV growth of 53% year-on-year.

• Food delivery:
In the last quarter of the financial year 2024, food deliveries at Zomato accounted
for 20.5 billion rupees.

Þ Most of these numbers mentioned above are mostly contributed by Zomato’s

intelligent social media marketing, creative advertisements and active
engagement with its customers.

Reported Consolidated quarterly numbers for Zomato are:

• Net Sales at Rs 4,206.00 crore in June 2024 up 74.09% from Rs. 2,416.00 crore in June
2023.
• Zomato's consolidated net profit for the first quarter of the 2024-25 financial year was
Rs 253 crore, an increase from Rs 2 crore in the same quarter last year.
• EBITDA, which is short for earnings before interest, taxes, depreciation, and
amortization, is an alternate measure of profitability to net income. It's used to assess
a company's profitability and financial performance.
• Zomato’s EBITDA stands at Rs. 413.00 crore in June 2024 up 210.53% from Rs. 133.00
crore in June 2023.
• Zomato EPS (Earning per Share) has increased to Rs. 0.29 in June 2024 from Rs. 0.00
in June 2023.Zomato shares closed at 234.09 on August 01, 2024 (NSE) and has given
66.55% returns over the last 6 months and 176.21% over the last 12 months.
3. Traffic:
• Traffic refers to the volume of users visiting a website of a company.
• How many people visit a website will depend on the website’s purpose, the visitors’
own goals, and the way in which they discovered the site.
• It is the number of people who visit a website over a period of time and is the key metric

for measuring a website's popularity, visibility, and effectiveness.

Þ For example, if your site gets 100 users every day, your traffic after a week would be
700 users.

• Zomato gets an average monthly traffic of 20 million visitors per month. The average
time spent by any visitor is 3 minute 28 seconds. 59% of its traffic comes from India.
The majority of its visitors are between the age group of 25 to 34 years old.
• Getting this large amount of free traffic from search engines is a great marketing
strategy followed by Zomato. Any local business can also use this marketing strategy
to get customers online at no cost.

4. Social Media Marketing Strategy of Zomato

Social media is the heart of Zomato’s marketing strategy. Every platform has a different type
of audience. Zomato is present everywhere with its engaging content for every platform. If you
are a social media user, you can’t ignore Zomato. Its unique & innovative marketing strategies
can attract anyone.

a) Moment Marketing Strategy:

Zomato covers trending topics in different ways according to the platform audience. Here is an
example of new trending news related to Parag Agarwal, ex-CEO of Twitter. Today, Elon Musk
fired him after the takeover. See how Zomato used this topic for marketing purposes. These
types of posts increase customer engagement and also helps in:
• Improved customer relationships
• Increasing brand revenue
• Increased social media following
• Increased customer lifetime value
• Better customer satisfaction
• Improved brand reputation
• Lower customer acquisition costs
• Improved employee satisfaction and retention
• Increased brand reach and influence
• Boosts loyalty and customer retention.

Þ The above dish being portrayed is “Thepla”, which is a soft Indian flatbread typical of
Gujarati cuisine While extremely popular across Gujarat, it is especially common
amongst the Jain community. It is served as breakfast, as a snack as well as a side dish
with a meal
Þ The branding of “Thepla” is in the textual branding of the famous automotive company
“Tesla”, which designs, manufactures and sells battery electric vehicles, stationary
battery energy storage devices from home to grid-scale, solar panels and solar shingles,
and related products and services.
Þ Due to the first and last letters of the food dish and the company being the same, Zomato
intelligently embedded the Tesla’s logo font along with the dish to impress and actively
engage customers in their social media handles.

b) Meme Marketing Strategy:

 • As you can see in the above image, Zomato has openly mentioned its Instagram handle
as a meme page. More than 90% of the Instagram posts of Zomato are memes.
• Memes are a great way to build engagement with the audience. Another benefit is they
easily go viral. Zomato is very innovative with their meme marketing strategy. They
create new original memes that their audience can relate to.

5. Zomato’s brand engagement:

Brand engagement refers to the creation of attachments between consumers and brands.
These attachments may be emotional or rational, and ideally, they produce brand loyalty
over time. This solidifies the brand and helps to improve the customer experience.
Brand engagement can be achieved through a number of activities, including:
• Brands can interact with customers on social media to create a connection.
• Encouraging customers to create content, such as reviews, can help increase brand
awareness and engagement.
• Brands can create opportunities for in-person interactions with customers.
• For employees, brand engagement can include activities that help establish a healthy
work culture.
 • The above pie chart shows that brand engagement in Instagram is the highest with about
84% of its customer interaction and users reviews being shared and posted.
• Twitter (X) is the second highest with about 15% of Zomato’s customer interaction and
users reviews being shared and posted there.
• Facebook is the lowest at 1% of brand engagement.
• This goes to show that most of the company’s users are actively engaged in Instagram.

6. Zomato’s brand activity:

• Brand activity, also known as brand activation, is a marketing strategy that aims to
increase brand awareness, build consumer loyalty, and drive sales. Brand activation
involves creating interactive experiences that allow consumers to engage with a brand
and its products.
• It refers to a campaign, event, or interaction through which your brand generates
awareness and builds lasting connections with your target audience.
•
Þ Zomato has used the following techniques for its brand activation:

• Influencer marketing:
Zomato has used influencer marketing to connect with more audiences and increase
its credibility. Zomato has used both micro and macro influencers, and has shared
their posts in local languages.

• Content marketing:
Zomato has used content marketing to create viral posts and attract organic traffic.
Zomato’s content is known for being simple, concise, and humorous, and often links
to popular trends.

• Social media:
Zomato is active on social media platforms like Twitter, Facebook, and Instagram,
where it posts on popular topics and encourages sharing.

• Meme marketing:
Zomato has used memes to attract organic traffic and increase revenue.
 • The above pie chart shows that content creation, influencer marketing being shared in
Instagram is the highest at 51%.
• Twitter (X) is the second highest contender with 47% of its content creation and
marketing being generated from there.
• Facebook is the lowest with 1% of brand activity.
• This goes to show that most of the content creation, influencer marketing and user
engagement is generated in Instagram.

7. Key lessons from the founder’s book:

• Deepinder Goyal, CEO of Zomato, wrote the book “Culture at Zomato: How to
Rewire Your Brain for Greatness” in the year 2023.
The book being short, sharp, witty, was originally written for Zomato employees,
giving an insight into how one of India’s most exciting and successful companies
works, and what it does to create the culture of excellence that makes it break barriers
– time and time again.

• Here are some key points from the book Culture at Zomato: How to Rewire Your
Brain for Greatness by Deepinder Goyal:

• Culture is the operating system:

The book's principles are about changing how people operate.

• Understand and embody the mindset:

It takes time to understand and embody a mindset, and it's important to keep going
back to it.

• Be honest:
Putting the team first means being honest with yourself and others.

• Know what's wrong:

Knowing what's wrong with the business is the starting point for improvement.

• Share bad news:

Don't be afraid to share bad news or things that could be improved.

• Actively create interventions:

Actively create interventions so that bad news surfaces as soon as possible.

• Get to work:
Roll up your sleeves and get to work

• The book is about Zomato, and a bit about Deepinder. It captures the soul of Zomato,
along with its history, cultural principles and company policies. It's about the culture
 at Zomato, about how they worked, and about what a productive culture of a company
should be like.

Lenskart’s social media growth:

• Lenskart, a prominent eyewear brand in India, has witnessed exponential growth since
its inception in 2010. One of the key drivers behind this growth is its strategic use of
social media marketing to reach and engage customers.
• Below, we'll dive into the data analysis of Lenskart’s growth through social media
marketing, using graphs, pie charts, and key interpretations.

1. Social Media Follower Growth (2015-2023):

Lenskart invested heavily in platforms like Facebook, Instagram, and Twitter to boost brand
visibility and customer engagement. From 2015 to 2023, Lenskart's follower count across these
platforms grew significantly, reflecting their focus on building a community.

Graph of the growth of Social Media followers (2015-2023):

• Facebook: From 500k to 5 million followers
• Instagram: From 100k to 3 million followers
• Twitter: From 50k to 700k followers
This steady growth in followers showcases Lenskart’s ability to attract a wide audience through
compelling content, influencer collaborations, and targeted ads.
2. Engagement Rate Across Platforms:
Social media platforms measure engagement by analysing interactions (likes, comments,
shares). Lenskart’s social media engagement increased by employing user-centric campaigns,
promotional offers, and interactive content.

• Facebook: 45%
• Instagram: 35%
• Twitter: 20%
• Facebook remains the dominant platform for Lenskart, contributing nearly half of its
social media engagement.
• Instagram is a growing platform due to its focus on visual content (influencer
collaborations, product launches).
• Twitter serves as a platform for customer service and trend-based marketing.

3. Impact of Influencer Collaborations:

Collaborations with influencers helped Lenskart reach new audiences. Data shows that
influencer-driven campaigns contribute 30% to Lenskart’s new customer acquisition through
social media.

Impact of Influencer Campaigns on Customer Acquisition:

• 2017: 5% new customers from influencer campaigns
• 2019: 18% new customers from influencer campaigns
• 2021: 25% new customers from influencer campaigns
2023: 30% new customers from influencer campaigns
Interpretation: The growth in customer acquisition through influencers demonstrates the
effectiveness of influencer partnerships, especially among millennial and Gen Z demographics.

4. Ad Spend vs. Organic Growth:

Lenskart has a balanced approach between paid social media advertising and organic
content growth. A study of their social media campaigns reveals that nearly 60% of their
traffic comes from paid promotions, while 40% comes from organic growth (user-generated
content, viral campaigns, etc.).

Pie Chart: Social Media Traffic (Paid vs. Organic):

• Paid: 60%
• Organic: 40%
Although paid promotions drive the majority of traffic, organic engagement is equally vital for
sustained growth. Their consistent content and brand recognition through word-of-mouth drive
significant organic traffic.

5. ROI on Social Media Marketing Campaigns:

The return on investment (ROI) from social media campaigns has shown a positive trend over
the years. In 2018, Lenskart’s ROI from social media was 150%, while in 2023, it reached an
impressive 250%.
Lenskart’s targeted and optimized campaigns on platforms like Facebook and Instagram have
improved its ROI, especially with the introduction of new features such as Instagram shopping

6. Customer Demographics (Social Media):

Analysing Lenskart’s social media followers provides insight into its customer demographics.

• 18-24 years: 35%

• 25-34 years: 40%
• 35-44 years: 15%
• 45+ years: 10%
Lenskart's key customer base is young adults aged 18-34, aligning with their focus on
influencer marketing and trendy, affordable eyewear collections.

7. Key Takeaways from Data Analysis:

Þ Exponential Follower Growth: Lenskart’s social media presence, particularly on
Facebook and Instagram, helped the brand reach millions of followers, translating into
brand loyalty and customer acquisition.
Þ Engagement-driven Strategy: Lenskart effectively engages its audience through
a mix of content formats, influencer marketing, and responsive customer service on
social media.
Þ Influencer Marketing's Impact: The brand's investment in influencer
collaborations has proven to be one of the most successful strategies for customer
acquisition.
 Þ ROI Growth: Lenskart's steady focus on improving social media content, targeting,
and engagement has resulted in a high ROI, reflecting successful marketing tactics.
Þ Balanced Paid and Organic Efforts: While Lenskart benefits from paid
promotions, its focus on organic growth—through consistent posting and user
interaction—has strengthened its social media marketing strategy.

Red Bull’s social media growth:

1. Red Bull on Instagram:

• We tracked Red Bull’s Instagram performance from 2nd October to 25th December,
and it’s evident that their holistic marketing strategy drove some impressive numbers.
• The brand published 108 posts and got an average engagement of 150,810. And this
was Red Bull’s top Instagram post in the past 3 months.
• Their most frequent post type on Instagram is reels (98%), and rightly so since they get
an average engagement of 165,186.
• They post carousels 2% of the time, which brings them an average of 133,041
engagements per post.

2. Red Bull on YouTube::

• In the same period, Red Bull posted 71 videos on YouTube which generated
467,321,025 views, 14,598,778 likes, and 94,046 comments. \

3. Red Bull on Facebook:

• Red Bull’s marketing activities on Facebook included 66 posts from 2nd October to
25th December, which drove 2,620 average engagement per post.
• The brand mostly posts marketing videos on Facebook. Only about 3% of the posts are
photos and links.
4. Red Bull on Twitter:

• We analysed Red Bull’s Twitter activities for the past year. 86% of their posts on the
platform were text-based.
However, the most engaging media type for Red Bull’s Twitter presence has been photos.

5. Key takeaways from Red Bull’s marketing strategy:

Red Bull's social media strategy is inspired by and in sync with the brand's motto - "Red Bull
gives you wings".
Through its combined marketing campaigns - some more unconventional than others - Red
Bull has succeeded in becoming the top-of-mind brand for its core audience - young adults who
are looking for an energy boost.
As for some strategy insights that got Red Bull's nowadays, the main takeaways would be the
followings:
• Red Bull makes heavy use of storytelling;
• The brand puts its audience first - by creating content with which its followers and
communities could resonate;
• Red Bull has a video-oriented content strategy;
• the brand quickly adapts to the newest trends.