Case Study

Red Bull Achieves Outstanding Results Thanks to Outbrain’s Click-to-Watch Video

11%Bounce rate (-78% vs. objective)

4 MinAverage duration of session (+100% vs. target)

58%Viewers who watched 75% of the video

Introduction

Red Bull Energy Drink has been stimulating body and mind since 1989. It is currently available in 171 countries around the world.

The Challenge

At the height of ski season, Red Bull launched “Alptopia”: a short 11-minute film featuring freeskier Markus Eder’s search for the perfect mountain for off-piste lovers. The objective was twofold: to reaffirm the importance of the brand and the product in the eyes of winter sports enthusiasts by offering them a premium and engaging content; and to generate quality traffic to redbull.com, the only place where fans could enjoy the short film.

The Solution

Red Bull created a 35-second video teaser and distributed it via Outbrain‘s premium publisher network, using the recommendation platform’s Click-to-Watch video solution. When audiences opt in by clicking on the content, the teaser video plays. Clicking on the CTA button, they are then taken to the website where they can enjoy the complete short film.

The collaboration with Outbrain began in 2014 with the aim of bringing quality audiences to redbull.com. The KPIs for this campaign were bounce rate and time on site (over 30 seconds). To date, the results have been excellent and, more importantly, constantly improving. That‘s why we wanted to be among the first to test the Click-to-Watch video ad experience.”

Ian Talame, Digital Campaign Manager at Red Bull