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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.

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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.

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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.