The Role of Social Media and Audience Engagement in Red Bull’s Digital Marketing Strategy: A Case Study

Abstract

This study examines Red Bull’s strategic approach to social media advertising, framed within its sustained global success and competitive market presence. The brand consistently maintains an energetic and dynamic image that enables effective engagement with its target audience. Red Bull’s strategic use of social media and digital content functions as a central driver of its global brand success, allowing the company to move beyond conventional product-centric advertising. Instead, its digital marketing strategy emphasizes lifestyle storytelling, extreme sports, and participatory content, positioning Red Bull not merely as a beverage but as a cultural symbol of performance, adventure, and youthfulness. Red Bull’s main strategy is to appeal to teenagers and young adults with its marketing campaign. In this research, the hypothesis is how Red Bull associates with its customers by presenting the content of its attraction, which confirms the perspective through approaching the brand.

DOI - https://doi.org/10.65525/SVUP.9788199963313.2026.199-223