Case Study: Dr Pepper achieves 7x sales lift and more efficient Facebook-driven in-store sales with Oracle DLX audience insights

How Asking Smart Questions About Its Fans Led to All-New Actionable Insights for Campaign Optimization

Dr Pepper used an organic Facebook strategy (2–3 lightweight posts per day) to build a massive fan base, but the team needed to know who those fans really were and whether social engagement translated to in‑store sales. Their challenge was to quantify fan value and optimize digital spend by understanding fan shopping behavior versus non‑fans.

Datalogix’s DLX Audience Analysis showed fans were among Dr Pepper’s best customers: fans were 54% more sales‑active, made 34% more shopping trips, long‑term fans spent 39% more annually, and fans drove a 7x sales lift versus non‑fans. Using those insights, Dr Pepper ran targeted campaigns (including reach to 3.5M Very High Spenders not yet fans) that produced a 1.5% sales lift, 1.9% lift in trips and 15% purchase rate in the audience, creating a data‑driven blueprint for more efficient Facebook investment.

Dr Pepper

Richard Lyons

Manager – Interactive & Emerging Media