NEW YORK, NY — Dr Pepper and Code and Theory took home a top prize in the seventh annual Forrester Groundswell Awards, which honors excellence in the effective use of social media to drive business success.
The award, which was announced at the Forrester eBusiness Forum in Chicago today, honored Dr Pepper’s social media program in the Business-to-Consumer category for Best Social Relationship. To win the Social Relationship category, a brand must prove that its social media program successfully increased the loyalty and lifetime value of a customer. In fact, Dr Pepper’s social media content strategy not only reignited fan passion—it actually helped to drive retail traffic.
"This year we found the smartest companies are moving past 'social exceptionalism' and genuinely integrating social programs into broader marketing strategies,” said Nate Elliot, Vice President and Principal Analyst at Forrester Research. “Our 2013 winners used social reach marketing to create discovery and awareness; they used social depth marketing to support exploration and consideration; and they used social relationship marketing to foster post-purchase engagement—proving that social programs can support customers all the way through their life cycle."
"It’s incredibly validating for our work with Dr Pepper to be recognized by Forrester,” said Steve Baer, Managing Partner of the Brand Design Group at Code and Theory. “Dr Pepper has always been a one of kind brand with a passionate consumer base. Early on, we recognized how valuable it was to learn the language of our Dr Pepper die-hards, and keep them engaged on every platform. This award, in our opinion, is proof of how a good social media strategy can positively influence brand equity."
In March 2013, the Dr Pepper social media program was also listed as a finalist in The Shorty Awards for Best Use of Social Media for a Consumer Brand. In September 2013, Dr Pepper was ranked #8 on a list of the top 10 most-liked brands by U.S. Facebook users.*
* Statista Inc., September 2013 | “CHART: Brands With Most U.S. Fans on Facebook”
Dr Pepper, a brand of Dr Pepper Snapple Group (NYSE: DPS), is the oldest major soft drink in the United States. Since 1885, the 23 flavors of Dr Pepper have earned legions of fans that enjoy its unique, refreshing taste. The brand is available in Regular, Low Calorie, Diet, Caffeine Free and Cherry varieties. DPS is a leading producer of flavored beverages, marketing Dr Pepper and 50-plus other beverage brands across North America and the Caribbean. For more information, visit DrPepper.com or DrPepperSnapple.com. For the brand’s latest news and updates, follow Dr Pepper at Facebook.com/DrPepper or Twitter.com/DrPepper.
Code and Theory is a creative company that designs products and brand experiences across platforms. Headquartered in New York with additional offices in San Francisco and the Philippines, the agency works with a diverse set of brands including the Dr Pepper Snapple Group, Maybelline New York, Comcast, Vogue, Mashable, Guardian News and Media, and many others. Additional information is available at www.codeandtheory.com.