dr Pepper,” explains nichols. “By honing in
on this key group of die-hard fanatics and
creating content for them in particular, we
were able to push engagement further, build
brand advocacy and convert our casual con-
sumers into engaged super fans.”
At the same time, dr Pepper and code and
theory discovered that heavy digital users
made a large portion of the dr Pepper audi-
ence. these are the type of fans who are active
reddit users, digital-savvy blog readers and
plugged-in millennials who naturally navigate
all corridors of the digital underground.
“We established our credibility with them
by putting a one-of-a-kind dr Pepper spin on
Internet trends in real time as those trends
were happening, and seeded it into our ongoing content,” says steve Baer, managing
partner, code and theory.
Lastly, in order to keep content on the edge
of conversation, dr Pepper developed a brand
newsroom wherein employees from all different disciplines sift through trends and learnings gleaned from data platforms, like oracle
social cloud ( www.oracle.com/social) for social
listening, social analytics and social publishing. oracle social has deep listening, global
reach, a unified social media management
platform, and integrations with customer experience (cX) applications. therein, dr Pepper could spot opportunities for inserting the
brand into the most relevant conversations.
“Facebook is a key priority because we have
a very large community of more than 16 million
fans passionate about Dr Pepper. Continuing our
strong relationship with these ‘uber fans’ is critical
to our social strategy.”
In 2010, Dr Pepper and
Code and Theory set
out on a mission to
build an audience of
millions who could
be driven to higher
Shaking Things Up
In 2010, dr Pepper partnered with code and
theory ( www.codeandtheory.com), one of the
largest independently owned and creatively
led agencies in the united states, to revamp
dr Pepper’s social program. What happened
next was nothing short of miraculous. In just
15 months, dr Pepper’s Facebook fan count
skyrocketed from one million to 10 million.
How did they do it?
they found a new voice for the beloved
brand: “For Peppers, by Peppers”. By listening to its audience members, dr Pepper was
able to understand why they love the brand.
this step was invaluable in determining
what social media content to build upon and
amplify these consumer habits.
“every brand has its loyalists. However,
dr Pepper’s show a passion for the brand
unlike any other. they live and breathe
— SHAUN NICHOLS, VICE PRESIDENT OF INTEGRATED
CONTENT MARKETING, DR PEPPER SNAPPLE GROUP