Rather than shaking down a brand for tons of money for a social media account, a Michigan woman is going the altruistic route.
Diana Hussein has been squatting on the @DietDrPepper Twitter handle since 2009, telling the Detroit Free Press she chose it during the platform’s early days because the soda was the nearest thing on her desk and she was not expecting that Twitter would become a marketing tool.
Fast forward seven years and seemingly every brand in the world has a personified Twitter account. Hussein said she’s been trying to offload the account for the past three years but Dr. Pepper finally took her seriously in January, saying it would give her merchandise in exchange for it.
That wasn’t good enough.
“I wasn’t sure what I was going to do at first. Just about everyone I spoke to told me that I shouldn’t just give them the handle. Especially not just for ‘swag,'” Hussein told the newspaper.
So, since Dr. Pepper’s parent company also owns DeJa Blue water, she told the brand she would hand over the Twitter handle for a large donation of 41,000 bottled waters to be distributed in Flint, Michigan where parts of the water supply are contaminated with poisonous lead because of government oversight.
The brand sent the town $5,000 worth of water in early March.
“I had been feeling kind of helpless. Still do, really. But I’m glad I had an opportunity like this present itself for me to be able to take advantage,” Hussein said.
Dr. Pepper didn’t immediately respond for comment.
Green Mountain Coffee Roasters partners with Martha Stewart to retool its social media strategy
In order to get the retain their current consumers while also reaching new, younger consumers, Green Mountain Coffee Roasters has worked to create more easily digestible content.
How Estonia adjusted its national branding strategy in response to the war in Ukraine
Following Russia’s invasion of Ukraine, Brand Estonia has officially added a fourth pillar to its national brand: the country’s embrace of democratic values. The purpose of the added messagin
Surging photo-sharing app BeReal has brands like Chipotle, e.l.f. Cosmetics rushing to understand platform’s appeal with Gen Z
As social media newcomer BeReal gains traction, marketers start discussions about where and if brands belong on BeReal.
SponsoredWhy online search is foundational for a post-cookies environment
Derick Jaros, head of industry, commerce, Yext If there’s one definite thing about the past two years, it’s that consumer behavior changed significantly throughout the pandemic. From the shift to online-only life in early 2020 to the frantic Googling for new hours, policies, and stock updates in the first phase of reopening, consumers turned to […]
The Rundown: Meta to put new ads all over Facebook and Instagram, including on user profiles
Meta is launching new ad formats this quarter, which are hoping to capitalize off of readers' appetite for discovery.
Productivity app Notion goes global with OOH efforts
As productivity app Notion expands its business, it is ramping up global OOH efforts to get in front of shoppers across the world.