Master’s Thesis Analyses French Consumers’ Engagement with Red Bull

13.08.2025

Research by Clémence Legendre Highlights Importance of Integrated Marketing Approach

With the rise of digital marketing, businesses have developed strategies that combine both traditional and modern methods. To better understand how people engage with companies and which resources are most effective, Wittenborg graduate Clémence Legendre focused her master’s thesis on French consumers’ engagement with Red Bull.

Originally from France, Clémence recently completed a Master of Business Management (MBM) in Digital Marketing and Communication at Wittenborg’s Munich branch, the New European College. According to her, Red Bull is a great example of a brand that excels at navigating today’s marketing landscape. “With this research, my goal was to understand what really helps build strong customer relationships today,” she says.

To gather data for her study, Clémence conducted a survey with 200 French consumers reached via social media platforms. The questions addressed how often participants see Red Bull’s ads, their preferences between traditional and digital marketing, their feelings toward the brand and their level of engagement across various channels. The survey also asked about their favourite types of Red Bull content and how exciting they perceive the brand’s image to be.

The research shows that most French consumers prefer digital marketing over traditional methods when it comes to engaging with Red Bull. “Social media content, especially videos and event promotions, had the strongest impact on their connection with the brand. Younger people were more influenced by digital channels, while older participants still noticed traditional ads. Overall, digital strategies created more emotional connection and brand loyalty,” Clémence explains.

According to her, both traditional and digital marketing channels are effective in maintaining emotional connection, reinforcing the need for an integrated marketing approach. Moreover, certain content types drive higher engagement than others, emphasising the importance of content optimisation and data-driven decision-making.

“The study shows that even if Red Bull enjoys high brand familiarity and is perceived as exciting, it lacks a strong emotional connection with its audience. To create more engagement, Red Bull can develop French storytelling campaigns which can resonate more on a personal level with consumers. On the other hand, they could also have features with French brand ambassadors in extreme sports, including lifestyle influencers and everyday athletes,” she underlines.

Clémence points out that her favourite part of writing her thesis was analysing the survey results. “It was interesting to see how people responded and to find patterns in their answers. It helped me understand real opinions and connect them to the theory I had studied.”

She advises current Wittenborg students working on their theses and graduation assignments to start early and stay organised. “Choose a topic you’re really interested in, because it makes the research more enjoyable. Don’t be afraid to ask your supervisor questions, they’re there to help. Also, try to collect your data as soon as possible, so that you have enough time to analyse it properly.”

After completing her programme, Clémence is now back in France. “My goal is to build a stable career where I can apply my skills in digital marketing and continue learning through real-world experience,” she concludes.