Case Study: Dr Pepper Snapple Group grows Facebook fans and engagement with Consumer Goods Technology and Code and Theory

Dr Pepper Snapple Group - Customer Case Study

Dr Pepper Snapple Group faced the challenge of a disengaged Facebook audience due to promotion-heavy content that failed to resonate with its passionate fanbase. To reignite fan passion and drive product sales, the company partnered with vendor Consumer Goods Technology and utilized services like the Oracle Social Cloud for social listening, analytics, and publishing.

The solution implemented by Consumer Goods Technology involved a complete revamp of Dr Pepper's social strategy, focusing on fan-created content, real-time engagement with internet trends, and inserting the brand into pop culture. This new approach resulted in the Facebook fan count skyrocketing from 1 million to 10 million in just 15 months, with engagement increasing by 64% from 2011 to 2012. A study also showed that after becoming a fan on Facebook, consumers made 35% more trips to the store to buy Dr Pepper.

Dr Pepper Snapple Group

Shaun Nichols

Vice President of Integrated Content Marketing