2010 and 2011 were historic years for Dr Pepper, but the beginning of 2012 was another story. Growth had slowed. Peppers weren’t engaging like they used to. Facebook had changed and we needed to change, too. So we hit the reset button. Knowing that Pepper fans were increasingly interacting with us on their phones and that imagery was key to Timeline, we decided to make all of our content easily viewable and shareable on mobile. We stopped thinking in terms of content buckets and started thinking in terms of visual memes. We looked to Peppers for inspiration and put our spin on what they were already sharing: puppy pics, infographs, food pics, eCards, midnight snack ideas posted at midnight, you name it. We even got Peppers involved in the creation process and took photos of their photos of our photos of their photos of our image. Supported by Fan Acquisition media and Sponsored Stories, our revamped content strategy grew the following by 3.4 million Likes, increased engagement by 85%, and resulted in nearly 3 billion impressions. But that’s not all: our fan engagement directly impacted in-store sales with a 34.5% increase in trip frequency. We did more than increase “Likes." We reinvented Dr Pepper social and reignited fan passion all together, making Dr Pepper one of one of the most valuable programs in all of social media today.
