Audience parsing for Red Bull

Campaign goals

Goal 1

Get more registrations for the competition via banners.

Goal 2

Encourage people to scan QR codes printed on the bills to get extra bonuses in the game.

Steps taken by Advero.AI

1) Finding the most active key opinion leaders (KOL) in the gaming industry: gamers, commentators, and
relevant accounts.

2) Selecting accounts standing out by three criteria:
– the highest engagement rate (ER);
– frequency of posting;
– frequency of being tagged by other accounts.

3) Classifying KOLs:
https://docs.google.com/spreadsheets/d/11KxG63U7wFtf6ZxRKhZKIozcVnmjMrmsqMa7t9gKak0/edit?usp=sharing

4) Analyzing KOLs accounts matching these criteria:
– following at least 2 KOLs;
– being active in KOLs’ profiles in the last month (likes, comments, reposts);
– keeping an account active (posting, replying to comments, etc.);
– games are the prevailing interest.

Extra value

The screenshots of the shooter games were giving extra value to the accounts.

Final results

Average CTR, achieved due to collaborating with Advero.AI: 1,54%

Initial average CTR: 0,82%

Happy review