Organization Name: Nabisco
Industry: Snack Foods
Web references: http://www.oreo.com/
When I was doing my research on companies who use social media marketing really well, one corporate brand in particular kept popping up in the ‘top ten’ – Oreo cookies. I was intrigued and dug a little deeper. To my surprise, here’s a staple product that has been around for generations, including my own childhood, yet the brand remains relevant and exciting due to creative marketing on social media.
When the stadium lights went out during Super Bowl XLVII in 2013, Oreo took to social media immediately with a witty yet very timely tweet, referring to none other than their infamous Oreo cookie of course…
The post went viral and it was re-tweeted more than 16,000 times and received more than 20,000 ‘likes’ to their Facebook page. This is a great example of how a company was able to use a real-time situation to market their product through social media. It was all about timing – having the right people together at the right time to take advantage of a massive Super Bowl audience without paying a single dime on traditional marketing. It just worked… and it worked really well!!
Beyond the Super Bowl tweet, Oreo is no stranger to social media. In fact, they use various social media platforms to re-ignite the hype around the brand. The sharing of content and images along with the conversations is impressive, considering, Oreo cookies haven’t changed that much over the years.
- 38M+ likes on Facebook
- 459K+ followers on Twitter
- 227K+ followers on Instagram
- 72M+ viewers on YouTube
Another great example is Oreo’s Daily Twist campaign. The iconic brand turned 100 years old in 2013. For 100 days, corporate creative forces worked together to develop and market new ‘topical’ content and images about the brand based on the news of each day.
To generate buzz and awareness, they launched their 100 day campaign using traditional marketing – paid advertising, and, used their digital channels as well to amplify the content.
“Consumption of media has shifted quite a bit to digital, social and mobile. To be on pace with that is really important for the brand to continue to grow; that ‘s why the Daily Twist program was born.”
Cindy Chen, Marketing Director, for Oreo at Kraft Foods – Ad Age Magazine
The campaign was a huge success and solidified Oreo as a social media powerhouse.
Results:
- Facebook fan growth 1M+
- 280% increase in Facebook page shares
- 515% increase re-tweets
I asked my colleague, another marketing guru at my company, for her thoughts on Oreo’s social media marketing campaign.
Lessons for others:
Social media is the new way to market your brand or service. When developing a social media marketing strategy, companies should keep the following in mind:
- Make sure that content is topical, timely and relevant
- Keep content simple – don’t over-complicate it
- Promote content, images, etc., frequently and consistently
- Companies need to move beyond traditional marketing – customers are demanding more information and they way it fast
Other Resources:
http://www.business2business.com
http://www.digitalstrategyconsulting.com
Submitted By: Rosanna D’Alessandro
To contact the author of this entry please email at: rosanna.dalessandro@gmail.com
If you have concerns as to the accuracy of anything posted on this site please send your concerns to Peter Carr, Programme Director, Social Media for Business Performance.