Hoopla. Innovation. The Solid Grind.
Meet The Tribe.
J.D. Colton Amanda Tyler Brittany Taylor Jon
The Issue.
Dr Pepper is: •
Uninteresting and repetitious carbonated soft drink brand
•
Lacking engagement
The Solution.
To develop and create a single-execution content marketing campaign to increase affect and exposure of Dr Pepper through consumer engagement.
The RESolution.
Based on research of multicultural millennials, content should exhibit an engaging digital cross-channel video content marketing strategy incorporating an emotional experience and personalized sharable content.
The Challenge.
Speak our agency’s creativity using a paper bag.
#StandOut. Be One of a Kind.
Largest consumers of carbonated beverages
The Target.
Millennials aged 18-35 with it’s loyalty among • Non-Hispanic African Americans and Hispanics
The Target.
Multicultural Millennials Population •Hispanics 22% •African-Americans 13%
The Tone.
Multicultural millennials are diverse and optimistic, lead active lifestyles, listen to hip-hop music, are digitally influenced and and aim to be inspired by brands.
The Tone.
Position Dr Pepper through a multicultural millennial mindset and develop an engaging digital personality.
Engage ment.
User engagement on Facebook and Twitter Video and challenge to #StandOut with Dr Pepper.
Place ment.
Facebook and Twitter Video • Facebook top millennial mobile app. • Millennials spend 35 hours on digital media/week • 38% above national average
UserGen.
33% of millennials watch usergenerated content on social media • Includes brand and personal content • Millennial Content discovery leads with: • Facebook 49% • Twitter 29%
Video desktop and mobile execution will drive the brand lift of Dr Pepper, delivering high audience impressions through engagement & personalization.
The Strategy.
drpepper.standout.com
Engagement Social Channels
UserExperience Personalized Content
Sharing Content
Reputation of Dr Pepper
#StandOut.
SDL Online. 2014. Understanding Global Millennials http://www.slideshare.net/SDLonline/understanding-global-millennials-summary-of-findings-from-expandedglobal-study-35471691
Nielsen. 2014. Breaking Millennial Myths http://www.nielsen.com/us/en/insights/reports/2014/millennials-breaking-the-myths.html
Experian Marketing. 2014. Millennials Come of Age http://www.experian.com/assets/marketing-services/reports/ems-ci-millennials-come-of-age-wp.pdf
CDC. 2010. Consumption of Sugar Drinks in U.S. http://www.cdc.gov/nchs/data/databriefs/db71.htm
Chute. 2014. The Content Marketing Apeture Guide http://www2.getchute.com/chute/content-aperture