Energy drinks are the fastest-growing beverage category in Brazil.

Forbes called the category Brazil’s most attractive sector in 2014, and it continues to grow 13% each year, driven by the country’s middle class.

Red Bull accounts for much of that growth.

Video is the cornerstone of Red Bull’s digital strategy, especially on smartphones, the most popular digital platform in Latin America.

On Instagram, the brand posted more than 80 videos and earned more than 160,000 interactions in the last quarter (Q4, 2015).

One key learning for brands is that Red Bull’s content goes way beyond energy drinks, instead revolving around the active lifestyle.

Red Bull’s followers watch extreme sports such as skateboarding and surfing and they can enjoy appearances from brand ambassadors such as football hero Neymar.

Red Bull’s mobile site also features live video feeds from sporting events around the world. Monthly traffic is ten times that of the average brand site.

Interested in digital training? Contact Andy at Furthr right now.

 

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