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Dr. Pepper Snapple Group Case Study

Everyone Wins When Registration is Easy

Through 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.

Removing Friction to Increase Engagement

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Stone 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.

Winning Results

In 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

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.

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