In 2013, Oreo transformed not only its image and but it had also changed the advertising landscape with a real-time marketing coup. Their social media accomplishment was the outcome of a renovated company’s marketing philosophy and processes. The marketing team that is behind the success of Oreo helped with making the shift from a self-involved advertiser to a creator of lively content that generated a lot of buzz. They are now famous for being creative, tweeting on culturally relevant topics, posting fun Facebook posts. They hit more than a couple social media home runs and have shown true mastery of social media usage for Brands, from their Super Bowl tweets, the 100-day “Daily Twist” Facebook campaign, the “Cookie Vs. Cream” videos on YouTube, to their Twitter mockery with their competitor Kit Kat.
Though this famous brand of cookie is notorious for its black-and-white striped exterior, the brand Oreo is a social media powerhouse, as they have millions of followers on various social media platforms. Oreo frequently monitors the return on investment (evaluation of the sales ratio spent on ads and promotional endeavors). The campaigns that are a combination of traditional advertising and digital and social media efforts are analyzed to be twice as effective. The predominant key to Oreo’s success in social strategy is planning and channel synergy. The brand skillfully administers popular accounts on Twitter, Facebook, YouTube, Instagram and Pinterest to form an network of channels that participate and cooperate with one another not only online but also in offline print, media, marketing and PR.
Important lessons that can be used by any other brand regarding how to run a successful social media strategy are listed below:
- Be timely & topical with you social media messages
The term Newsjacking is the notion of placing a brand’s marketing message or opinions into a present news story. This is done to get extra notice from both consumers and the media. The term Culture-jacking has a comparable classification, but focuses on specific trendy events that are happening in a country. Brands can apply this lesson by beforehand creating a schedule of upcoming holidays and events, and posting on subject related to them on these dates. Speak on current real-time events while updating your status or tweeting, and thus be timely and topical.
- Promote regularly and with consistency
Oreo was very consistent with their campaign messages and updated their statuses or tweets frequently. They have reached the form of viral marketing by having millions of fans online. These campaigns would not have gone viral, if they did not have millions of followers, but previous these big successes they were posting 5,000 simple tweets, at a rate of three to four tweets a day, engaging with fans and constructing a continuing dialogue. Brands can copy this idea by having a plan on frequently engaging on social media with their followers build up a social community.
- Use graphics in your updates & make use of simple concepts
Oreo has posted social media campaigns with relatively high production quality. They do not only tweet or update their statuses regarding a current event, because they know that producing a well designed image while sharing a tweet or update can be more effective. The images of Oreo posted on social media are effectively designed and have a strong tagline. Brands can apply this lesson to by making use of more high quality illustrations, and simplifying their shared message.
- Above all: focus on having fun
The true intend of Social media is to be social. So consumers online love to be entertained by fun-loving engagements. All of Oreo’s social media campaigns are intended to make followers smile. Oreo speed while tweeting is amazing to watch, their shared images makes users smile and even some are hilarious. Oreo is not afraid to be playful, seen in their Twitter battle with competitor Kit Kat. Companies must above all realize that when interacting with a social community it’s essential to have fun with it.
Every company anticipating to increase brand awareness via social media platforms should pay attention to commitment, consistency and creativity, in a similar way that Oreo applies to their social communications.
Bullock, L. (August 19, 2013) “Social Media for Brands, What You Can Learn From Oreo.” <http://www.socialmediatoday.com/content/social-media-brands-what-you-can-learn-oreo>
Hayes, C. (April 16, 2014) “In the spotlight: Oreo’s social media team.” <http://www.socialbro.com/blog/spotlight-oreo>
Sacks, D. (2014) “The Story Of Oreo: How An Old Cookie Became A Modern Marketing Personality.” <http://www.fastcocreate.com/3037068/the-story-of-oreo-how-an-old-cookie-became-a-modern-marketing-personality>
Hayes, M. (2013) “The Secret Behind Oreo’s Social Media Marketing” http://www.shopify.com/blog/7589919-the-secret-behind-oreos-social-media-marketing
Photo Credit: <http://cdn.shopify.com/s/files/1/0070/7032/files/Oreo_Daily_Twist_Ad_Campaign.jpeg?817>