Red Bull wanted an integrated global campaign to amplify the launch of its World of Red Bull TV spot and drive engagement for its #GivesYouWings hashtag.

I supported digital agency Instrument’s RFP pitch as a digital strategist, developing a rich and powerful storytelling campaign that showcased how Red Bull "gives wings" to its athletes, artists, and fans.


Two key experiences connected millions of people to the best moments of the year across sport, music, lifestyle and art: a digital hub and "wings" social generator.

This campaign concept helped land Instrument the Red Bull business and the 2012-2013 World of Red Bull work. 

Campaign Hub

Campaign Hub

“Wings” Generator

“Wings” Generator

I developed the initial campaign strategy for World of Red Bull with support from the Creative Director and Strategy Director on the project. A community manager and strategist was brought on to oversee the campaign rollout and optimization after the initial project deliverable.

Social Creative

Social Creative

The results:

  • 2.3M+ unique campaign hub visits.

  • 524% increase in #GivesYouWings mentions on Instagram and Twitter.

  • 1.5M+ likes on Instagram.

  • 2.1M+ engagements with World of Red Bull content.


User-Generated Content

Instrument optimized strategy and creative over the course of the 10-month campaign for key cultural and sport moments like the X Games—continuing to elevate Red Bull's brand and social engagement.

Today, Red Bull remains a client of Instrument. 


Concept Development
Social Strategy
Campaign Playbook Development