Red Bull “Curates: Doha” – Culture Campaign Case Study
A limited-run cultural series, a zero-asset starting point, and a brief to move hearts—not cans. Here’s how a lean crew turned the idea into Red Bull’s go-to template for MENA culture projects.
Challange
Red Bull wanted to spotlight Doha’s emerging art scene with a limited-run cultural programme and video documentary series.
No local footage, no social buzz, and a six-week production window.
Outcome
Brand study showed a clear lift in cultural-affinity versus control markets.
Content template and audience build were re-used on two later GCC projects.
Local artists gained press coverage and continued collaborating with Red Bull’s culture team.
(Exact figures under NDA; impact verified by Red Bull’s internal tracker.)
Key takeaways
- Story first, spend second – a tight narrative can out-perform a high-budget montage.
- Leverage creator reach – partnerships doubled organic views, slashed media spend.
- Modular assets = future wins – the culture team now drops our template into any new city.
Approach
| Move | Why it mattered |
|---|
| Concept & narrative – sketched a three-part storyline following local painters, calligraphers and the dhow-building heritage. | Gave the campaign a human arc instead of a promo reel. |
| Scrappy production – directed + shot on location. | Created all hero assets in-house; zero agency overhead. |
| Artist partnerships – bartered reach with the featured creators & galleries. | Organic amplification > paid impressions. |
| Precision launch – sequenced 15-sec YouTube teasers → IG Stories cut-downs → full film premiere. | Kept cost-per-view lean and drove fans to the long-form. |
| Light-touch paid – layered Google audiences: art buffs, GCC youth culture, past Red Bull engagers. | Quality views from day-one instead of broad traffic. |
Thinking of a culture-led launch?
Let’s map your story → [Contact]