Year 12 IB Extended Essays 2018

Figure 2: Age distribution of active social media users worldwide across different social

networks in 2014 (Statista, 2014.):

As the majority of their consumers are people under the age of 34 and, according to the chart,

since that same age group represents the bulk of social media users, Red Bull’s choice to

develop a social media marketing campaign is quite appropriate based on who they are

targeting: young people with active lifestyles shown from the customer demographics

statistics, plus how they originally marketed towards European nightclubbers. ! In 2015, according to Nielsen, advertisements with themes of high-energy or action were

ranked fifth amongst all advertising themes regarding the number of people that resonated

with its content. For people of ages between 15-34, 28% of them claimed that they are

enticed by themes of high-energy or action in marketing, the most of any age group. Since the

vast majority of Red Bull’s social media advertising falls under this category, Red Bull’s

11