Breaking Down Dr. Pepper's Influencer Marketing Strategy
June 27, 2015
Dr. Pepper’s #OneOfAKindLipSync Influencer Marketing Strategy Pulls From Vine and Snapchat’s Finest
The soft drink giant recently enlisted the help of several top social media stars for their influencer marketing campaign, #OneOfAKindLipSync. Building on the success of Spike TV’s “Lip Sync Battle,” Dr. Pepper sought to boost brand affinity, recognition, and social amplification by orchestrating an influencer marketing campaign that pushed their branded content across Vine, Twitter, Instagram, Periscope, and Snapchat.
Dr. Pepper’s influencer marketing strategy offers targeted industry insights on what to prioritize when designing a high-reach influencer marketing campaign.
Choose The Right Social Media Stars
A sound influencer marketing strategy is built on the right power players with the right combination of strengths. Dr. Pepper opted to execute a campaign across multiple (5) social channels. Therefore, the right social media stars would need to offer actively engaged consumer audiences across all of those social channels.
Dr. Pepper first determined which social channels would best serve their marketing campaign goals, then proceeded to find the best-suited social media stars across those specific social channel (for 5 steps on finding the right social media stars, see this post).
By designing their marketing strategy around top social media stars, Dr. Pepper kickstarted their campaign with an already established consumer follower base (the fans and followers regularly engaging with the sponsored influencers). The social media stars Dr. Pepper leveraged for their recent campaign included these prominent Viners with strong adjoining social channels:
Much like educational learning styles or presentation formats (i.e. pie charts, Venn diagram, pros vs. cons), influencer marketing campaigns stand a much higher rate of success when utilizing familiar social engagement formats. Sweepstakes, giveaways, raffles, and in this case, community voting on Dr. Pepper’s #OneOfAKindLipSync contest featuring top social media stars, all served to significantly boost Dr. Pepper’s brand awareness and foster favorable social interaction.
Choosing the proper social engagement format or system largely depends on overarching campaign goals. An enticing giveaway promoted by strategic social media stars where giveaway entry is a social platform share with the appropriate hashtag can generate the maximum number of social impressions. A voting contest involving your consumer’s favorite influencers provides ongoing traffic and a community of dedicated, fervent participants for a sheer consumer engagement.
Additionally, it’s worth soliciting experienced feedback from both your social media stars and influencer agency on which engagement format they have seen the highest levels of success with in similar industry verticals to your brand.
Use A Prime Location
By nature, most influencer marketing campaigns are entirely digital. However, for campaigns involving a physical destination, choosing a location that’s popular, high-profile (conducive to social media sharing), or an existing location where your target consumer frequents is strategic. Dr. Pepper orchestrated their influencer marketing strategy with Times Square in mind: a destination landmark location bustling with foot traffic.
Incorporate Influencer Creative Content
Before influencer marketing, advertisers invested heavily into videography, creative agencies, studios, and much more to creating a 30-sec TV spot with little to no direct and actionable viewer engagement. Now, advertisers like Dr. Pepper are putting the power of content creation directly into the hands of social media stars and their consumer fans. This strategic design gives influencers and their consumer fans an opportunity to showcase their creativity, ingenuity, and in turn, make it easy for them to interact closely with their social media star.
Dr. Pepper created their version of a step-and-repeat where social media stars and their fans could easily Instagram, Vine, or Snapchat their experience. Their campaign strategy yielded a multitude of both influencer and user-generated content that’s conveniently branded and instantly shareable.
Start Small, Then Scale Using The Right Social Platforms
Like traditional marketing campaigns, influencer marketing campaigns can run the gamut in detail, scope, involvement, and execution. While Dr. Pepper’s final strategy included an integrated, multi-platform marketing push, their campaign started small (a simple Twitter contest) then leveled up. Whether a campaign consists of a one-off YouTube integrated video sponsorship or involves sponsoring year long dedicated posts with social amplification from 20 top bloggers, the best growth may occur from selecting the correct social media platforms, influencers, and engagement format, then replicating the successful campaign as opposed to scaling by launching an all encompassing, multi-platform endeavor.
Have Time On Your Side
Bringing the right social media stars on board (and all on the same creative vision in perfect harmony with your brand) is not an easy or overnight task. Having the right data and metrics is one thing — personal relations, scheduling, and coordinating multiple work flows for seamless, productive execution is an entirely different beast. If the best marketing results are at stake, then “proper planning prevents poor (or sub-par) performance.” Always buffer extra time when bringing influencers on board and setting the right tracking links, software, and systems in place to best measure and maximize your campaign.
Lean On Experience
With influencer marketing campaigns, brands like Dr. Pepper are not only at the forefront trend of powerful advertising on emerging social platforms, but also on the leading edge of direct response marketing and experiential branding with socially-savvy influencers. While it’s okay to pioneer and test influencer marketing strategies, aligning with longstanding industry veterans who can not only navigate the space, but also provide best practice experience and previous campaign case studies, ensures the best rate of success for influencer marketing campaigns.
For further examples of Dr. Pepper’s influencer marketing campaign with top social media stars, check out these links and search their hashtag, #OneOfAKindLipSync: