RedBull Vs. Vitamin Water 1. What do you think the audience/customer looks like

Question

RedBull Vs. Vitamin Water

1. What do you think the audience/customer looks like for Redbull vs Vitamin Water. I. e., what are the demographics for each.

2. Given this, which social media do you think would be best for Redbull? Which for Vitamin Water?

3. Compare the website goals for each brand. How do they differ? Hint: they do.

4. Compare Facebook

• Types of posts/how do they differ

5. Compare Twitter

• Types of posts/how do they differ

6. Compare Instagram

• How are they using this social media

7. Overall what is the voice of Redbull vs Vitamin Water and do they work for each brand given their unique audiences?

Explanation / Answer

1. The way the brand of RedBull and Vitamin Water is positioned themselves, the demographics are as follows

2. Given the demographics, the newer social media platform will be better for RedBulls. Platforms such as Instagram, Snapchat will work well with the RedBull’s audience. Vitamin Water on the other hand will do well with Twitter and Facebook (to some extent).

3. RedBull’s website shows images and videos that refer to speed, agility, energy, power etc. The message that is delivered is that RedBull is associated with high performance and high energy activities. That is why we see cyclist racing through muddy roads, stunts, music concerts, etc on their website. The actors or models on their website are young and seem to be engaged in some of those activities.

Vitamin Water website is comparatively more mellow and focuses on hydration, different flavors, working out, staying healthy, etc. The message is very clear and subtle. The videos on the website describe different workout sessions and how Vitamin Water helps. This makes the website kind of informational. The models are comparatively older and aged here and the messages also seem to be targeted towards a more mature audience.

4. Facebook

RedBull’s messages and posts are related to motocross, biking, skateboarding, etc. There is a good number of videos that have been posted on RedBull’s page.

Vitamin Water posts are more focused on their promoters and brand ambassadors’ photos. While they do share some news about different events, it is mainly pictures that are shared rather than videos.

5. Twitter

RedBull’s twitter posts resemble that of their Facebook post. There is a good mix of images and videos and the topic is majorly on various sports, athletics and events.

Vitamin Water is more active on Twitter than Facebook. Their messages and posts are of better quality on twitter and they focus on informing people about the benefits of Vitamin Water.

6. Instagram

RedBull’s post on Instagram follow the same pattern as facebook and twitter. There are photos that were taken from outrageous angles while performing a stunt and the photos and videos depict high energy and fast sporting activities.

Vitamin Water seems to be comparatively less active on Instagram. While there are some photos of their advertisement pictures and others, the effort on Instagram seems to be lesser than twitter.

7. Overall the voice of RedBull is speed, agility and energy. With the type of communication strategy they have on social media, it is well poised to leverage their brand identity and associate strongly with their target audience.

Vitamin Water has a mellower message that focuses on health, nutrition, and fitness. Given their unique audiences, it works well with their strategy (more focus on twitter than facebook and Instagram)

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