A fan made a homemade jingle. No brief, no agency. It hit 42 million views. Most brands would have politely thanked the fan, then re-shot it in a studio, on brand, sanded down until it was safe and dead.
Dr Pepper did the opposite. They shared it as is, then aired it during the College Football Playoff National Championship. They did not manufacture belief. They amplified belief that already existed.
Why most teams skip this
Pride. The trending sound, the fan edit, the customer already making content you would never sign off on: borrowing it means letting someone else's work win. That feels like losing control. It is actually the cheapest reach available.
The move
Find the belief already moving in your category, the meme, the fan post, the trend with momentum, and pour your message into it instead of building your own from cold. Borrowing is faster and cheaper than manufacturing.
Where is the energy in your category already moving, that you have been too precious to borrow?
Alex Mureșan does go-to-market distribution for founders who'd rather be right early than safe and late. Get in touch →