Dr Pepper - /1 Productions
Turning brand loyalists into brand advocates.
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Celebrating The Super Fans
In 2013, Dr Pepper introduced its new campaign: “/1 One-of-a-Kind,” to share its brand belief that one-of-a-kinds make the world a better place. The task was to translate this idea to digital and make it relevant to millennials.
Authenticity was key for the target audience, particularly in digital. Likewise, Dr Pepper consumers are authentic, extremely passionate about the brand, and that the same people who love Dr Pepper have one-of-a-kind stories of their own.
To tell the story, the brand created /1 One-of-a-Kind Productions, a digital content series celebrating influential fans of Dr Pepper who had a one-of-a-kind talent to share with the world. The campaign was guided by three brand truths:
Dr Pepper is one-of-a-kind. There is no other beverage that tastes like it.
Passion from Dr Pepper die-hards borders on fanaticism.
Dr Pepper is a grass-roots brand at heart.
Building Brand Community
The strategy was simple: Listen in social, find one-of-a-kind influencers professing their love for Dr Pepper, and ask them if we could tell their story. What we found was that every one of our /1 fans were more than willing to collaborate with the brand they love— and so were their fans. Through each niche influence recruited, the brand built a unique and loyal following around their respective sub communities across the internet.
Every month, we created a new One-of-a-Kind story exclusively for online consumption. Each piece of video content was complemented by a custom product giveaway, as well as a collection of lightweight content optimized for social media and housed on a centralized hub on Dr Pepper’s website.
The campaign helped the brand win the 2013 Forrester Groundswell Awards for Best Social Relationship where measurement showed after 3 months of following the Dr Pepper social program, consumers made a 33% increase in product purchase.
