Red Bull: Instagram Your Inspiration

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Red Bull is famed for its public image as well as the originality and creativity of its marketing campaigns

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To launch its new red, blue and silver Red Bull Editions varieties, the brand needed a social campaign that people would naturally

want to get involved in, not just a run-of-the-mill competition

So we created a collaborative, visually-led social campaign: ‘Instagram your Inspiration’

We centered the campaign around the distinct colour of each new Editions can, asking the public to submit

content that inspired them using one of three hashtags

#rededitionplease #silvereditionplease #blueeditionplease

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 @Mikekus  @finn  @naomiatkinson  

@Mikekus @naomiatkinson @finn

To boost the reach of the campaign we enlisted three highly influential photographers to create

their own inspirational content

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The best content was displayed in Red Bull’s Instagram gallery

Everyone who submitted a photo received a free can of Red Bull editions, driving further awareness of the new flavours

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The campaign had over 3,000 submissions

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We used this user generated content to produce billboards in London, Manchester, Glasgow, Birmingham and Sheffield

#InstagramYourInspiration reached over 16 million people

using only mobile and social channels

And Red Bull was hailed as an Innovator