With a newfound respect for the value of transparency in the research world, Red Bull knew that simply meeting CCPA’s minimum requirements was not enough. They took a bold step forward in demonstrating transparency with customers. Rather than simply burying their company’s name in terms & conditions, they put it front and center for existing and new community members—right in the logo used in all community communication.
It may seem like a small change, but oftentimes being transparent with customers doesn’t require massive transformation. The small change in logo was carried through to email communication. Current community members were sent updates with details on the change and new members were invited to join with the new logo on full display. Neither was done without some healthy worry that the change could alter the quality of insights the community was known for.
Four months after announcing their brand to the community, Red Bull’s decision to increase transparency with their customers proved to be the right decision for the company. Despite their initial fears, the insight community continued to provide unbiased and actionable insights. Moreover, the community members were more engaged with every project and with the member hub. Red Bull is getting more insights every day and is excited for the continued engagement with their now “sponsored” category community.
As customers continue to demand stronger data privacy rights, more legislation like CCPA and GDPR is on the horizon. But for companies like Red Bull that focus on the why behind the legislation and prioritize transparency with customers, they’ll be ahead of the curve and can sail the data privacy wave into an era of unprecedented success with trusting customers at their side.