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tm
Case Study
Robert Stone Director of Interactive
Media, Dr Pepper
Snapple Group
Everyone Wins When Registration is EasyThrough extensive social media campaigns, the Dr Pepper
Snapple Group (DPSG) has cultivated a highly active online
community, and attained more than 20 million fans across their
product Facebook pages for Dr Pepper, Snapple, 7UP, Sunkist
Soda and Sundrop. These campaigns have clearly established
a strong interactive audience.
With the growing popularity and use of social networks within
their audience, Robert Stone, DPSG Director of Interactive
Media, saw a greater opportunity to—
“interact with our consumers, on their own terms, by streamlining the process that initiates that engagement with DPSG brands”.
In researching solutions, he quickly identified social login as a
solution to fit their needs.
continued next page…
Critical to our search was
finding a smart solution
that we could grow with
long-term. Janrain not
only meets our needs
today, but will take us
where we want to go.
www.janrain.com | 888.563.3082 PG2© 2012 Janrain Inc.
tm
Removing Friction to Increase EngagementStone knew that by removing any friction
associated with a traditional registration form, they
could help fans engage with their favorite brands
more easily – on their websites as well as within
their marketing campaigns. The first deployment of
social login was on a popular, ongoing engagement
campaign within the Facebook platform: the Every
Bottle Wins! Campaign.
This campaign runs right within the 7UP and Sunkist
Soda’s Facebook pages and allows users to redeem
codes and deposit credits for these brands, as well
as Sundrop, A&W Root Beer and Canada Dry all
without leaving the Facebook interface. Upon arrival
at the Facebook app page, fans simply choose an
existing identity like Facebook, Google, or Yahoo! to
create an account or log in and get started.
When fans use social login, DPSG gains a
360-degree view of these valuable consumers
by unifying data from previous promotions,
campaigns and website visits, along with rich
permission-based social profile data. With these
fan insights, DPSG is able to improve future
campaigns and message targeting, provide a
personalized experience on brand sites, and
engage with fans in more meaningful ways.
www.janrain.com | 888.563.3082 PG3© 2012 Janrain Inc.
tm
Winning ResultsIn these efforts, DPSG is leveraging the Janrain
User Management Platform to facilitate a seamless
registration process for fans while gathering social
profile data, and then storing that data in a hosted
profile database to achieve the following results:
• 93% of new fans affirmed DPSG’s decision
to offer social login by choosing an existing
identity to register at the Every Bottle Wins!
page in order to redeem credits
• DPSG developed a deeper understanding
of their fan base by earning access to their
interests and demographic data held within
their social profiles
DPSG has also implemented social login across
their brand websites to allow new visitors to
create an account, and welcome back returning
visitors with a one-click login experience using a
social identity to sign in. They have experienced that:
• 77% of all new registrations leverage social
login across all DPSG web properties
• Use of social login across all brand sites has
risen steadily over a four month period to
30% of overall logins, which includes a
significant database of legacy fans that prefer
this methodology
www.janrain.com | 888.563.3082 PG4© 2012 Janrain Inc.
tm
About Dr Pepper Snapple Group
http://www.drpeppersnapplegroup.com/
At DPS, it is our vision to be the best beverage
business in the Americas. Our brands have
been synonymous with refreshment, fun and
flavor for generations, and our sales are poised
to keep growing in the future. Our strategy
reflects and builds upon our position as the
leading flavored beverage business in the U.S.
DPSG set out to gain a deeper understanding
of their highly engaged base of brand
advocates. By deploying the Janrain User
Management Platform, DPSG has converted
a high portion of their legacy fan database
to social login users, improved new user
registration rates and is storing rich social
profile data that fans have given them
permission to access. The industry leader is
now armed with actionable user data to inform
their marketing efforts and provide meaningful,
compelling campaign strategies to fans in
order to cultivate a growing, ardent following.