We were tasked with taking one of Red Bull’s lesser-known properties, Cliff Diving, and propelling it to a higher level of fame, whilst lending it credibility and legitimacy.

Rather than simply film the event and use social channels to accelerate noise and discussion, what if we had PR baked into the content creation? What if we could achieve instant credibility and success the very moment the content was shot? And what if we did this using platforms with huge growth amongst our 10 – 34 year old audience, many of which were unaware of Cliff Diving.

We created the world’s first stop-motion Instagram video. Comprising over 20,000 individual shots by three UK Instagram power users.

By handpicking our Instagram power users and involving them in the content creation, it meant that while the event was happening we had instant legitimacy and PR impact due to their own incredible reach and social influence.

This was done using Instagram, a nascent platform with growing penetration amongst our target audience; a platform that is all about sharing amazing moments as they happen.

By utilising the Instagramers at the event, it meant that prior to the release of the final film, we could give fans an honest and immediate experience of the event via a social platform they love.

Red Bull are a brand known for incredible branded content, so to be able to share that content as it happened via influencers lent Cliff Diving the credibility and legitimacy it

Before the event we researched and selected our three Instagram power users.

During the program each of them followed the paths of different divers, releasing content to their thousands of followers over the course of three hours. This gave us instant PR reach.

Then, after the event we gathered all their content and curated a beautiful record of the event in the form of a stop motion film. We harnessed this story to good effect, gaining huge PR reach as a result.

It is vital for Red Bull to gain credibility continually for events like Cliff Diving and our innovative use of social media and influencers meant we generated huge buzz and achieved advocacy amongst our fans. Coverage in the following press titles was further evidence of this:

Telegraph

The Sun Online

Mail On Sunday

Mail Online

Metro Online

Yahoo

Total Impressions - 80,162,171

Reach - 7,782,041

EMV - £227,516

ROI - 11

75k Video views on the Red Bull website?(Actual views higher due to sites like the Mail embedding the original video file)

100k UK site visits (target 50k)