Mountain Dew
Social strategy, editorial and visual guidelines, content creation, video production, community management, analytics & reporting.
The Task
Deliver the social strategy, content creation and amplification for Mountain Dew’s quirky audience of teens aged 13-24. This audience is into gaming, extreme sports and have their finger on the pulse of the latest social buzz topics. They’re also extremely savvy and quick to call out a brand if they are seen to be trying too hard or creating content that doesn’t resonate with them.
The Work
We look at the niche topics our audience are talking about on social to create on-topic content pieces that utilise the latest formats and allow us to join the conversation. Visually, all assets deliver the key hook within the first three seconds, utilise global gaming assets where relevant, and feature strong branding elements. We aim to deliver content that adds value to our unique community which in turn drives increased engagement.
Red Engine also implemented a fewer, bigger, better approach to content distribution to ensure greater reach amongst our target audience and to increase frequency.
We have teamed up with the Crew 42 parkour crew to bring the Global Drone Hunting campaign to life at a local level. Creating an engaging video asset that was in line with the global assets and also leveraged the Crew 42 to build incremental reach.
The Results
- 373% rise in organic reach. Suggesting our audience share content for social kudos amongst their own network
- 363% increase in social actions – average of 300k per month
- Drone Hunting local influencer video delivered 350k views and reached 800k
- The Djent Guitar post delivered a 1.47M Reach, 585K paid, 886K organic with a $1500 spend