By Jonathan Baker, with insights from Christina Botte, EGC’s Director of Social Media By now, you’ve seen the new Dr. Pepper commercial and heard the 10-word jingle: “Dr. Pepper, baby, is good and nice (doo, doo, doo).” If you think that’s catchy, the backstory is even catchier. Meet Romeo Bingham Romeo Bingham is a Tacoma, Washington-based content creator who thought up the new jingle for the popular soft drink in a moment of casual, spur-of-the-moment creativity, which she posted to her TikTok page. There were no frills or special effects. Simply user-generated content Romeo captured in close-up, announcing she had made up a jingle, followed by singing it in full voice. The ripple effect created by her TikTok post is what every creator dreams about. Enter Sherri Shepherd Talk show host Sherri Shepherd admits to having a love/hate relationship with social media. Stating that it often ‘gets on her nerves,’ she at times feels gratitude for the advent that social platforms exist. Romeo Bingham is an example of Sherri’s gratitude. Ever since this simple and direct TikTok post went viral, Sherri reported how Dr. Pepper soon picked up this jingle and licensed it to create a brand new commercial and campaign! Words of Advice (and Wisdom) The unofficial moral behind this feature that content creators can learn from is summed up by Sherri Shepherd: “This is proof! You never know unless you ‘shoot your shot.’ Just do it!” Whether intended or not, Sherri’s words of wisdom should be an inspiration for content creators everywhere. Watch the Sherri feature for Romeo’s original post followed by the commercial it inspired. The Impact of Content Creation Whether it was ‘being in the right place at the right time,’ or pure, terrific luck that launched Romeo Bingham and her Dr. Pepper jingle into new heights, this is a standout example of the impact that effective content creation can have. Complementing the quote from Sherri Shepherd is EGC’s Christina Botte, Director of Social Media: “The smartest brands don’t chase trends; they amplify the ones people create for them.” Could your brand use amplification from an influencer or content creator? Visit EGC’s Content Engagement Network to learn more about these services. Post-script: The ‘Dr. Pepper Baby’ commercial went on to receive air play during this year’s College Football Playoff National Championship. This should further inspire content creators who can use Sherri Shepherd’s statement as a mantra.
