By Code and Theory
2010 and 2011 were historic years for Dr Pepper-the brand grew from 1.4 million fans to 10.9 million fans on Facebook-but in the beginning of 2012, our fans weren't engaging with the brand like they had in the past. So we hit the reset button and revamped our content strategy.
Our goal? Reignite fan passion and, in turn, drive in-store sales.
The social media strategy was three-fold:
(1) Champion the "Pepper" lifestyle - We started sharing content that was inspired by our die-hard fans. The true Peppers.
(2) Speak the language of the Internet - We anticipated Internet and technology trends and put a "one-of-a-kind" spin on them in real time.
(3) Insert the brand into pop culture - We adopted a newsroom approach, posting about hot topics while they were fresh in our fan's minds.
In addition to acquiring almost 16 million fans to-date, we helped Dr Pepper increase fan engagement 64% from 2011 to 2012, and another 46% from 2012 to 2013 so far.
What's more, a recent Datalogix study has shown the value of retaining and engaging our fans. After a person becomes a fan of the brand, specifically on Facebook, they come to take 35% more trips to the store in which they buy Dr Pepper.
In the end, we reignited fan passion and more. We reinvented Dr Pepper social, increased our following, and drove in-store sales-making Dr Pepper one of one of the most valuable programs in all of social media today.
January 2012 to present