The DLX Audience Analysis proved what the Dr Pepper marketing team hoped was true: that Dr Pepper fans were among its top buyers, not just consumers who “liked” the product in the hopes of receiving coupons, freebies or prizes. Fans — even recent ones — made more buying trips, bought more each trip, and spent more overall than non-fans. It proved that early-adopter fans are the highest spenders in store yet recent fans have been equally as valuable.
“The numbers confirmed what we thought we knew: that Dr Pepper’s organic fan acquisition strategy was an effective way to acquire loyal buyers, and that Facebook was an effective channel to engage with them,” said Richard Lyons, manager interactive & emerging media, Dr Pepper.
Brand messaging was especially relevant to Dr Pepper’s 2 key audiences — Millennials 29 and under and shopper moms with teens—evident by the over indexing in both fan and non-fan ranges of those demographics.