Unlocking Gen Z: Red Bull's French Hip Hop Marketing Strategy
As Head of Content, Communications & Digital Marketing at Red Bull, I was tasked with defining a strategy to address the Gen Z, a key target for expanding brand and product awareness in the French market.In this role, I led three departments, managing a team of 18 people. My responsibilities included orchestrating ideation, content production, and amplification, as well as overseeing budget allocation and management.I created an integrated ecosystem focused on the Hip Hop audience – a bold approach, as it represented new territory for Red Bull. To build credibility in the Hip Hop space, we sourced the best-specialised talents, including editors, hosts, and creative producers.I placed a strong focus on YouTube and created Red Bull Binks channel from scratch, featuring three recurring innovative formats that gathered 500,000 subscribers aged 18-25 and generated 100 million video views in just two years.The success was so remarkable that Red Bull Headquarters replicated the concept in six countries, including the USA, Japan, and Germany.Game Show
'“Rap Jeu”: Two teams of rappers and influencers showcase their rap skills in a bimonthly format that instantly became legendary.
Most of the 69 episodes produced landed in the YouTube Top 10 Trending.
500K-5M views per video.
Studio Challenge
A producer challenges an artist to create a song using a beat they are unfamiliar with, all recorded at Red Bull Studio Paris.
This series features 28 episodes showcasing unique and unexpected artistic results.
100K-800K views per video.
Freestyle
An innovative concept shot with a robotic arm on custom set designs.
16 episodes giving wings to newcomer artists.
100K-400K views per video.
One-off “special project”
Challenging Seb – a 5M subscribers top French YouTuber & rapper – to perform the first rap freestyle while skydiving.
900K video views. National media coverage.