Turning Cultural Moments Into Measurable Growth with TikTok and Keurig Dr Pepper

On this episode of Brave Commerce, Rachel Tipograph and Sarah Hofstetter are joined by Mike Westgate, sector lead of retail and global business solutions at TikTok, and Ben Sylvan, SVP of connected media at Keurig Dr Pepper.

Bringing together both a platform and an advertiser, they offer a behind-the-scenes look at how their partnership turned Dr Pepper’s viral “Romeo” jingle into one of the brand’s biggest marketing moments.

Mike and Ben discuss how the campaign came together, from identifying an organic creator moment to making the decision to feature it during the College Football National Championship.

They also explore how brands can build organizations that move at the speed of culture, collaborate more effectively with platform partners, and measure both the immediate and long-term impact of their marketing investments.

Key takeaways:

• Successful cultural moments happen when brands, platforms, and creators work together—not in silos.
• Community participation is one of the strongest signals of consumer demand and can help shape marketing decisions.
• Measuring incrementality alongside long-term brand growth provides a more complete picture of campaign performance.