So, why did they opt to build an in-house media house instead of using external agencies for content production?
It was a natural next step for Red Bull at that time — they wanted to have complete control over the kind of content they shared with their audience.
“Formalizing content production, collection and distribution — leveraging the assets and building on the expertise by establishing an independent media company — was a natural extension of the work Red Bull had been doing.
Red Bull Media House wasn’t founded to focus on marketing. From the outset, content itself has been the focus, specifically, quality content that fully engages audiences.
Since its launch in 2007, the overall mission of Red Bull Media House has been to share real-life stories of fascinating personalities from sport, music and lifestyle that inspire audiences from all over the world. So its main objective is first and foremost to produce, distribute and broadcast premium content that meets the highest expectations in both production technology and storytelling quality.”
Red Bull Media
And the secret behind running an uber successful media company?
Having an organized system.
“We are a full-fledged media house. We don’t need to be everywhere—but we need to be anywhere our audience is at any given time. So we need to make a pretty significant investment in building a network of consumer touchpoints, content management systems and analytic services to reach the audience with the experience they expect from us.”
Lukas Cudrigh, senior vice president of digital at Red Bull Media House
It also allowed them to scale their content at a rapid pace. According to Tubular Labs, in just 365 days (2016), RedBull created 639 videos with 1 million views each, and a total of 1.7 billion total views and 32.9 million total engagements. In total, they’ve created 4,331 videos and uploaded them to 23 accounts in 2016.
These are big numbers. Last year they were uploading over 170 videos every month, which generated 183 million monthly views. And we’re talking about quality content here, folks. Not run-of-the-mill, quickly-put-together crap.
This is why they’re one of the most subscribed brands on YouTube right now and were named the most watched brand on YouTube for several months.
In-house media agency: Kohler’s bold move
Worth $8.3 billion, Kohler is one of the oldest and most popular American manufacturing services, and it credits most of their marketing success to creating epic marketing campaigns. While initially they relied heavily on agencies like GSD&M, Arnold New York and DDB Chicago, in 2013 they went and created their own in-house video studio to brainstorm, produce, edit, and distribute their media content.
Because the entire process is far more streamlined.
"We're actually moving at a faster pace than what happens in some other types of agency/client relationships."
Melissa Gordon-Ring, group account director at PhD, which handles media for Kohler
Similar to RedBull, an in-house media studio helps them scale and retain complete creative freedom over their content. They’ve dived head-first into visual storytelling and marketing to establish themselves as the best brand in the manufacturing (mainly plumbing) industry.
Uploaded almost a thousand videos on their YouTube channels.
Produced fun, mysterious ads (aka, ‘Never Too Wanted’).