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What Is a Case Study?
When you’re performing research as part of your job or for a school assignment, you’ll probably come across case studies that help you to learn more about the topic at hand. But what is a case study and why are they helpful? Read on to learn all about case studies.
Deep Dive into a Topic
At face value, a case study is a deep dive into a topic. Case studies can be found in many fields, particularly across the social sciences and medicine. When you conduct a case study, you create a body of research based on an inquiry and related data from analysis of a group, individual or controlled research environment.
As a researcher, you can benefit from the analysis of case studies similar to inquiries you’re currently studying. Researchers often rely on case studies to answer questions that basic information and standard diagnostics cannot address.
Study a Pattern
One of the main objectives of a case study is to find a pattern that answers whatever the initial inquiry seeks to find. This might be a question about why college students are prone to certain eating habits or what mental health problems afflict house fire survivors. The researcher then collects data, either through observation or data research, and starts connecting the dots to find underlying behaviors or impacts of the sample group’s behavior.
Gather Evidence
During the study period, the researcher gathers evidence to back the observed patterns and future claims that’ll be derived from the data. Since case studies are usually presented in the professional environment, it’s not enough to simply have a theory and observational notes to back up a claim. Instead, the researcher must provide evidence to support the body of study and the resulting conclusions.
Present Findings
As the study progresses, the researcher develops a solid case to present to peers or a governing body. Case study presentation is important because it legitimizes the body of research and opens the findings to a broader analysis that may end up drawing a conclusion that’s more true to the data than what one or two researchers might establish. The presentation might be formal or casual, depending on the case study itself.
Draw Conclusions
Once the body of research is established, it’s time to draw conclusions from the case study. As with all social sciences studies, conclusions from one researcher shouldn’t necessarily be taken as gospel, but they’re helpful for advancing the body of knowledge in a given field. For that purpose, they’re an invaluable way of gathering new material and presenting ideas that others in the field can learn from and expand upon.
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Social Media Case Study: Red Bull Stratos
Categories: Top Stories
Happening this Wednesday, at 9:00 a.m. in Salon A, the PromaxBDA: The Conference session, “PromaxBDA Innovations Committee Presents: Driving Viewers and Revenue with Creative Social TV Strategies,” will address the enormous opportunities in second-screen engagement.
In preparation for that session, we examine a recent campaign that leveraged social media to great success: The impossible-to-miss Red Bull Stratos campaign.
Parachuting out of a plane is old hat. Taking a leap out of a helium-balloon-powered capsule nearly 128,000 feet up is a knock-your-socks-off event. But Red Bull did not want its “ Stratos Mission to the Edge of Space” date with destiny to be relegated to science fiction. Nor did it want resident leaper and daredevil Felix Baumgartner to be regarded mainly as someone taking part in a publicity stunt for his own means and gains.
To that end, the Stratos Mission took about seven years from inception to event, with the last three being an intense financial and science-based push to the finish line. Red Bull not only brought in a highly respected support crew – including Col. Joe Kittinger (who held the previous freefall record); the David Clark Co. to design Baumgartner’s “space suit”; and Sage Cheshire Aerospace (Lancaster, Calif.) to create the capsule. When full-on tests were conducted beginning in 2009, Red Bull embraced the power of social media to enable people to track and monitor the progress. The ensuing conversation – which at its height had a total of more than 35 million followers on Facebook, Twitter, Instagram, Foursquare, Google+ and elsewhere, according to Red Bull – was the catalyst that led an ever-growing number of print and TV media from around the world to cover the event as news.
When Baumgartner dropped from his capsule on Oct. 14, 2012, the descent was watched by more than 8 million viewers in real time on YouTube, according to Red Bull. Research and analyst firm Taykey, based in New York, later did a study which showed that at its apex, some 1% of all online conversations worldwide were about Baumgartner, Red Bull and the Stratos Mission: 54% on Twitter, 26% on Facebook, 6% on blogs and 14% on other video sites.
Baumgartner set numerous records – including highest freefall altitude (127,852.4 feet) and fastest speed achieved by a human during freefall (843.6 mph/Mach 1.25) – and some of the technology used will be studied and potentially incorporated into future government-sanctioned space missions.
As for the marketing side of Red Bull’s strategy, that too should be deemed a success. According to the London Telegraph, “Baumgartner’s skyfall must also be chalked up as a triumph for public relations over advertising and more orthodox sponsorship activity, albeit one that carried considerable downside risk. For all their billion-dollar budgets and the boon of the Olympics, surely no global brand will receive a more palpable and efficient shot in the arm than Red Bull [in 2012]. Why buy media if you can instead make it flock to your door?”
Barry Janoff is director of sports media marketing initiatives for PromaxBDA. He also is the executive editor for NYSportsJournalism.com which covers national sports marketing, business and media news; and a contributing writer for Yahoo! and MediaPost.
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Red Bull: The Stratosphere Campaign
The case is structured to achieve the following teaching objectives:
- Understand the marketing strategy of Red Bull
- Study the various benefits and risks involved in the marketing methods adopted by Red Bull.
- Discuss and debate the pros and cons of the Red Bull Stratos event.
- Understand how the Stratos event helped Red Bull.
- See how social media is used to reach the new-age consumers.
- Understand the impact of social media on customer experience
Red Bull, Stratosphere Campaign, Stratos, Extreme Sports, Felix Baumgartner, Energy Drinks, Content marketing, Content promotion, Non-traditional marketing, Red Bull Media House, Brand placement, Global exposure, Marketing shift, Social media mentions, Social conversations
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A PR Case Study: Red Bull Stratos
by Kiley Skene | Mar 14, 2014 | Industry News , Media Relations , Radio , Television | 0 comments
In 2005, one of the most successful PR stunts began. Red Bull and Austrian skydiver and base jumper Felix Baumgartner began groundwork for a stratospheric freefall planned to exceed human limits. Then, seven years later, on October 14, 2012, Baumgartner rose to 128,000 feet in a stratospheric balloon and completed a freefall jump that had him rushing towards Earth at supersonic speeds before parachuting safely to the ground.
This was incredible, to say the least. He had become the first human to break the sound barrier in a freefall, while creating additional world records. Felix’s feat holds the potential to provide valuable medical and scientific research data for space travel. But why was this jump so important in the world of PR?
One of the most successful brands when it comes to organizational PR stunts is without a doubt Red Bull. For decades they have been creating out of the ordinary, extreme stunts , all while positioning themselves as a brand that “gives you wings.” Instead of the actual flavor of the drink, they chose to focus on the ideals that their drink offers to consumers.
Why did this work so well for Red Bull?
They were brave and aimed high . Stratos was an extremely bold project to take on. Ambitious campaigns can be created for any company, even without massive funds.
“Red Bull has hopefully inspired marketers to demand more from ourselves. Sure, not all companies have the budget to send a man into space, but everyone has the capacity to set themselves a higher standard and not just settle for a mediocre concept,” says We Are Social Global MD, Robin Grant .
They were dedicated to their idea . Red Bull never once wavered from the mission. Even when they were faced with doubt and some slight setbacks, they continued on.
“ Stratos demonstrated commitment on an unprecedented scale,” said Grant. “It showed determination and dedication to the idea, even when it didn’t look like it would happen,” adds Taylor Herring Co-Founder, James Herring.
They had a captivating story . All issues that were encountered along the way were used to Red Bull’s advantage. This was done by sharing their experiences along the way with their audience.
“Transparency and honesty are key in modern communications. The reason the Red Bull story was so compelling was because it was so dramatic, and let’s face it, there were many times it looked like it wouldn’t happen… Red Bull had the guts to show it,” said Absolute Radio Communications Director Cat Macdonald.
They brought something of worth . The emphasis during the mission was on the scientific and medical records that could be acquired through the jump. Red Bull provided data that may lead to advancements in space travel in the future.
“It wasn’t just about a quick stunt or clever creative. Red Bull offered something of real value by championing the more “serious” scientific side of Stratos, as well as the extreme sports element. By doing this, Red Bull created a campaign that even captured the imagination of PR cynics,” commented Grant.
They tried a new type of media . Red Bull’s decision to broadcast the jump through a live stream on YouTube was groundbreaking. It was a complete game changer. They realized that YouTube is a perfect channel to target its core audience and they went with it.
“It was the first time we saw a groundbreaking and creative use of YouTube in PR. People usually believe TV is the place where big moments happen,” said Herring.
What was the result?
Sponsoring Felix Baumgartner’s record-breaking jump provided Red Bull with massive global exposure as well as public approval. Red Bull achieved thousands of followers and fans on various social media networks. There were over three million tweets and it was the most talked about topic for days. This buzz created amazing engagement opportunities for the brand.
The campaign not only spread throughout social media, but also received remarkable mainstream media coverage internationally, making the front pages of numerous leading publications. It generated loads of publicity, not only because it was an extreme challenge, but because they were willing to invest in improving society. Like Jonas Feliciana, beverage industry analyst at Euromonitor International , said, “This is taking it to a whole new level. It has turned a PR event into a news event.”
Stay tuned….
Other articles in this series:
- Wal-Marting Across America
- Share a Coke
- Susan G. Komen and Planned Parenthood
Trackbacks/Pingbacks
- #DigitalMarketing Case Studies | drbexl.co.uk - […] PR Case Study […]
- Behind every successful Brand lies a Publicity Stunt!!! | kaly159 - […] https://newsgeneration.com/2014/03/14/pr-case-study-red-bull-stratos/ […]
- Behind every successful Brand lies a Publicity Stunt!!! | Marketing Management Blog - […] https://newsgeneration.com/2014/03/14/pr-case-study-red-bull-stratos/ […]
- The Experience Economy and Authentic Marketing – digitalmarketingtodaysite - […] K. (2014) A PR Case Study: Red Bull Stratos. [online] Available from: https://newsgeneration.com/2014/03/14/pr-case-study-red-bull-stratos/ [Accessed 15th February […]
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Red Bull Stratos Case Study
by Ellie Johnson
Section I: Situational Analysis/Introduction Red Bull Stratos was a public relations campaign and publicity stunt in which Felix Baumgartner made the world’s biggest jump. The mission entailed Baumgartner floating in a pressurized capsule to 120,000 feet... More
Section I: Situational Analysis/Introduction Red Bull Stratos was a public relations campaign and publicity stunt in which Felix Baumgartner made the world’s biggest jump. The mission entailed Baumgartner floating in a pressurized capsule to 120,000 feet and jumping. After jumping he fell to the earth at supersonic speeds, faster than the speed of sound, until he reached the stratosphere. Here he reached the altitude in which planes fly and the barometric pressure acted as a brake slowing his descent. He eventually made his way to the earth and landed safely. Now, what makes this stunt even more unbelievable? The answer: the entire world was watching. This stunt was broadcasted all over the world and spoken about for weeks, even months following the jump. According to the company the point of the jump was not to break world records, but rather to provide valuable data and research for future space exploration. While gathering this information Red Bull also happened to gain worldwide at Less
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- 1. Socialbakers Mini-Report: Red Bull Stratos on Social Media
- 2. The Report On Sunday, October 14, Austrian skydiver Felix Baumgartner and his fellow team members from the Red Bull Stratos Project earned their places in the history books. Felix managed to descend 128,000 feet in a stratoshperic balloon and made a breathtaking free fall jump with speed of 1,342 km/h. This made him the first man to break the speed of sound in free fall before parachuting to the ground. In addition, he set several other records. The mission claims to provide valuable medical and scientific research data for future space pioneers. We congratulate Felix and his team for accomplishing this amazing mission in the sky. Socialbakers created this short report to examine the success of the mission on social media – primarily on YouTube, Facebook and Twitter. For these purposes we chose specific metrics for each platform.
- 3. YouTube: Total Subscribers First choice in Social Media goes this time to Red Bull‘s YouTube Channel. Red Bull is in long-term perspective one of YouTube‘s fixed stars – it is successful in both attracting viewers and subscribers as well as creating quality content. So was Stratos another success? Actually it was! Apart from an incredible 8 million concurrent people watching the livestream, it had a great impact on the metric we find important and valuable – number of Total Subscribers. A channel‘s subscribers can be interpreted as a stable user base of people that do not come only for one video, but show an active present and future interest with content the channel is delivering.
- 4. YouTube: Subscriber’s Growth As you can see in the graph from our Analytics PRO tool, the Stratos finale had a significant impact on the growth of Total Subscribers. While in the first week of October the average growth was 2,142 subscribers per day, during the jump dates (October 10: unsuccessful and October 14: succesful) the numbers jumped to 87,801 subscribers in a single day, which is simply amazing.
- 5. Facebook: Daily Interactions For the purposes of this study, we examined both Red Bull Stratos (https://www.facebook.com/redbullstratos) and Red Bull‘s Official Facebook Page (https://www.facebook.com/redbull). The numbers on both pages signify that the Stratos mission was highly engaging for fans on facebook and received a large number of fan interactions (likes, comments and shares). As you can see in the graph on the right, the Red Bull Stratos Facebook Page boosted with engagement on the date of the actual jump. Posts published on Sunday, October 14 received more than 900,000 interactions, including some 83,000 shares (and still growing!). Fans interacted also with the Red Bull official page. Although the sum of interactions is slightly less, it still received some incredible 740,000 interactions. How many brands can claim this for one day?
- 6. Facebook: Most Engaging Post The most engaging post on the Red Bull Stratos page was a photo of Felix Baumgartner after landing which recieved 21,000 comments, 51,000 shares and some 489,000 likes. The great success of this photo is the main reason why Average Post Engagement climbed to an amazing 19,3557%.
- 7. Facebook: Engagement vs. Reach When you analyse data you often wonder, "Does the Post Engagement correlate with the Reach?“ We believe it does! When we look at the the total number of interactions and reach at the same time, from our experience, we see the reach is approx. 100x larger than the number of the interactions. This means when a post from a brand attracts 100 interactions, it reached approx. 10,000 people. In the case of Red Bull‘s most engaging post, we believe it might reach up to 50 millions users; a far greater amount of users than those being actual fans. On the other hand, our 1:100 ratio works mainly with branded posts in standard situations. In the case of such an extraordinary event we can only guess or speculate.
- 8. Twitter: Daily Interactions In regards to Twitter, we looked again both at the mission‘s profile (@redbullstratos) and the official brand profile (@redbull). On this social platform, we decided to take a closer look at the total number of mentions, which is the sum of all tweets mentioning the profile‘s handle. From our date we can see that the jump did not have any significant impact on the official brand profile (mentions were even slightly below daily average). However, people were certainly mentioning @redbullstratos, which received over 20,000 mentions on Sunday and Monday - certainly a big success.
- 9. We hope you enjoyed this small report on the Red Bull Stratos social media performance. If you have any further questions, please do not hesitate to contact us. You can reach our expert team at [email protected] Get more information at analytics.socialbakers.com
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7 Social Insights from the Red Bull Stratos Marketing Campaign
January 19, 2021 • 6 min read
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To understand Red Bull Stratos we must acknowledge that at its core this whole experiment was a commercial endeavor. The real objective was to make every person in the world love Red Bull. Only time will tell if Red Bull sales increase commensurate to the Red Bull Stratos marketing spectacle, but we can already see the brand impact of this campaign using the big data processing power of our Social Performance and Campaign Performance Monitor tools .
The answer is that this Red Bull marketing campaign was not only unprecedented scientifically, it was also unprecedented from a brand marketing perspective. Red Bull Stratos is the clearest example we’ve ever seen of the new wave of advocacy driven brand marketing that we call [email protected] Here is what we learned from Red Bull’s marketing campaign:
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There has never been a social marketing campaign like Stratos
Our Social Performance and Campaign Monitor tools are built upon the most cutting edge big data technology in the world. They simultaneously track the activity of 30,000 brands and 100,000,000 social accounts across every major social platform every 15 minutes every day, but the level of activity associated with this campaign exceeded anything we’ve ever seen. From a vanity metric perspective alone, the campaign was astounding:
Fact 1: 2,000,000 unique consumer actions
There were more than 2,000,000 specifically identifiable consumer actions associated with Red Bull Stratos. Half of those actions (1,000,000 unique consumer actions!) occurred on the day of the jump.
Fact 2: 1,000,000 distinct Stratos participants
1,000,000 distinct user accounts contributed to the social conversation surrounding Red Bull Stratos. If you subscribe to the traditional model that for every 1 person creating content, there are 90 more lurking around and reading it, that suggests an audience of at least 90,000,000 following the campaign.
Fact 3: 2,000,000 new subscribers acquired
2,000,000 new accounts subscribed for Red Bull updates across all brand presences in the space of 15 days. These are engaged and interested subscribers, not ones acquired through display advertising or by gating a piece of content, and are a high quality audience that Red Bull can now directly interact with for months and years to come.
Stratos campaign engagement transcends ‘plus 1’ or ‘like’
There were huge amounts of activity associated with Red Bull Stratos, but more importantly that activity indicated a high level of quality engagement that is quite unusual. Frequently, marketing campaigns are dominated by simple ‘likes’ or neutral commentary from the masses, but Red Bull Stratos was unequivocally positive and elicited meaningful interaction from people around the world.
Fact 4: 820,000 pieces of extremely positive content created
82% of the peak consumer activity associated with Red Bull was unequivocally positive (what we call ‘very positive signal’). On a base of 1,000,000 consumer actions that means there were approximately 820,000 pieces of Red Bull related consumer media that were unequivocally positive. To provide some context on this number in the exact same time period the next best performer was Starbucks with approximately 25% very positive signal.
Fact 5: 400% increase over average length of consumer engagement
Consumer posts and updates created throughout Stratos were not only positive, but they increased in length by more than 400% from standard engagement and only got longer over time. Length of a consumer generated post is a proxy for time and interest in a topic, so this kind of increase is a huge indicator for the depth of engagement within the Stratos audience. People were not just hitting the retweet or like button on status updates. They were actively participating in the world’s largest watercooler conversation.
Fact 6: 50,000 distinct links shared
Red Bull’s marketing stunt remained at the heart of the discussion from start to finish. Dachis Group tracked more than 50,000 distinct links shared in the context of the Stratos campaign. But every one of the top 10 pointed to a Red Bull or Red Bull Stratos digital channel. This is a marketers dream. Stratos didn’t just feature Felix Baumgartner and a fall through the sky, it featured Red Bull branding in the context of nearly every comment or interaction at a massive scale.
Red Bull Stratos’ brand impact was priceless
The most powerful form of brand marketing is trusted consumer generated messaging. By this measure, Red Bull Stratos established new highs for brand marketing in every way.
Fact 7: 61,634,000 trusted impressions generated
Stratos conversation generated more than 61,634,000 likely impressions across social channels. That means Red Bull garnered more than 60 million instances of peer-validated earned media through social as a result of Stratos.
Social Marketing Campaign Conclusion
Marketing has transitioned from a world of broadcast marketing to a world of peer to peer interaction. The future of brand marketing in digital and mobile channels is driven by trusted brand-related engagement (advocacy). Advocacy platforms are now the best way to create purchase intent for brand marketers. The challenge has been to generate advocacy in a scalable way since you can’t just throw money at the problem like you can with broadcast advertising.
Through this lens Red Bull has done something remarkable with Stratos. They’ve created a mass advocacy campaign built on top of more than 60 million trusted consumer impressions – 82% of which were unequivocally positive. It is impossible to achieve this goal with a television advertisement or any other broadcast medium. You can buy impressions, but you can’t buy trust. No company has ever triggered brand advocacy at this scale and short of a similar flawlessly executed spectacle on this scale, it’s unclear that it will ever happen again. In that sense, Red Bull Stratos was a priceless brand experience that will almost certainly impact Red Bull’s business performance in a significant way.
Campaign and Case Study Methodology:
At Dachis Group, we focus on brand outcomes because we know that earned media generated online has a real impact on purchase intent and purchase incidence. Our Social Business Index tracks 30,0000 of the worlds largest brands across more than 100,000,000 social accounts and captures all consumer activity associated with those accounts. In addition, our campaign performance and media monitoring tool can identify interactions that occur around brand generated content or brand-related topics. As a result we have access to a clean, brand-oriented data set that tells us the real brand impact of social marketing campaigns.
This post was authored using data provided by Ray Renteria from Dachis Group’s Social Business Intelligence platform.
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The Red Bull Stratos Mission Control Project
BeCore was responsible for providing Red Bull with a mission control and media center and to maintain the premises over the source of several months in Roswell, New Mexico.
Execution: Utilize existing energy stations and convert to new uses for Mission Control use.
Results: Efficient self-contained Center of Operations for an unprecedented moment in Science and History.
Red Bull is an iconic brand of our time. There is never a point when Red Bull is not pushing the limits of what’s humanly possible. It could be said that if you weren’t aware of this event, you were most likely off the grid in the woods. The Red Bull Stratos campaign may be the most successful marketing campaign of all time.
More than 8 million people worldwide watched on YouTube via Live Video Stream. Felix Baumgartner officially became the first human being to break the sound barrier, and Red Bull broke the traditional ideas and thinking of marketing sponsorship and social media. There was something truly amazing about Red Bull Stratos in terms of a business move for the company, beyond the fact that it was a sensational pr stunt.
The experiential exposure that campaigns provided to the brand caused 40 TV network stations and over 130 digital outlets to cover the event and after the jump Red Bull’s Facebook Photo of Baumgartner generated over 216,000 likes, 10,000 comments and over 30,000 shares within 40 minutes, including half the worldwide trending topics were relating to Red Bull.
If you have questions about experiential marketing or about BeCore be sure to contact us today!
Welcome to BeCore.
For 20 years, we’ve helped strengthen and celebrate communities and connection through live events. While times have certainly changed recently, our innate desire for human connection has not.
In recent years, live experiences have benefited greatly by implementing digital extensions. We’ve captured & shared interesting content, streamed experiences on Twitch, Mixer, and Facebook Live. We’ve developed unique approaches to utilizing Zoom, Teams and other channels.
We’ve leveraged social influencers and helped spread our client’s message to a much wider audience than to just those who can physically attend an event.
The current climate requires a ‘digital’ only experience. And one that doesn’t forfeit the kind of engagement and interaction that in person experiences offer.
With our creativity, expertise in project management and experience in amplifying reach through digital means, we’d like to help you connect with your audience in these times.
Click here to drop us a line. We’ve got examples to inspire and ideas to share!
Never-before-seen images and perspectives commemorate the legacy of Red Bull Stratos and Felix Baumgartner.
Stratos by the numbers: the key stats behind Felix Baumgartner’s space jump
Felix Baumgartner
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The side effects of a Red Bull energy drink may include heart palpitations, headaches, tremors, dizziness, chest pain, insomnia, numbness or tingling, agitation, respiratory distress and stomach aches, according to Caffeine Informer.
Although there are no studies that indicate that Red Bull is bad for a person’s health, the ingredients in this drink can cause an increase in heart rate and blood pressure. It can also cause dehydration.
When you’re performing research as part of your job or for a school assignment, you’ll probably come across case studies that help you to learn more about the topic at hand. But what is a case study and why are they helpful? Read on to lear...
In preparation for that session, we examine a recent campaign that leveraged social media to great success: The impossible-to-miss Red Bull Stratos campaign.
Study the various benefits and risks involved in the marketing methods adopted by Red Bull. Discuss and debate the pros and cons of the Red Bull Stratos event.
A PR Case Study: Red Bull Stratos ... In 2005, one of the most successful PR stunts began. Red Bull and Austrian skydiver and base jumper Felix
The mission of this campaign is to transcend human limits and to develop a better understanding of the stratosphere. The campaign provides valuable scientific
2. The Report On Sunday, October 14, Austrian skydiver Felix Baumgartner and his fellow team members from the Red Bull Stratos Project earned their places in
<http://www.sprinklr.com/social-scale-blog/7-social-campaign-insights-from-redbull-stratos/>. Campaign lacked or did not disclose research
Social media platforms were flooded with posts about the jump. The campaign also brought Red Bull Media House a Sports Emmy. Can this success be repeated? Let's
Campaign and Case Study Methodology: At Dachis Group, we focus on brand outcomes because we know that earned media generated online has a real
The campaign was considered as a giant leap for business marketing and was put in the category of most successful marketing campaign of all time by some
The Red Bull Stratos campaign may be the most successful marketing campaign of all time. More than 8 million people worldwide watched on YouTube via Live Video
Stratos by the numbers: the key stats behind Felix Baumgartner's space jump. Here are the key numbers – and the stories behind them – from Red Bull Stratos