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Oreo: A Social Media Powerhouse

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Oreo is one of the best companies in the world in terms of social media marketing. Oreo recently concluded its highly successful 100-year anniversary campaign, an effort that won the company numerous awards and garnered significant attention in social and traditional media channels. With a new Oreo campaign called “Wonderfilled” now underway, marketers are watching to see if the cookie company can continue its recent string of successes.

One of the cornerstones of Oreo’s 100-year anniversary campaign was the Oreo Daily Twist initiative. Each day for 100 days, Oreo released a cookie image that often played off daily news events, with content including a Shark Week themed Oreo and Mars Rover Oreo. The promotion led to a very impressive four-fold increase in Facebook shares for Oreo. This video covers the campaign initiative in more detail:

Another big win for Oreo in social media came in the form of the Oreo Blackout Tweet, which capitalized on the temporary blackout at Super Bowl XLVII with a clever social media post (read more in our previous article). Oreo’s well-timed response resulted in 525 million earned media impressions for the brand, and wildly expanded its visibility in the social media landscape.

With audience attention high, Oreo followed the Blackout Tweet by asking fans to pick their favorite part of an Oreo cookie and make their opinion known via an Instagram post — complete with the hashtag #cookiethis or #cremethis. The promotion drew more than 46,000 submissions, and within three days, Oreo had used those submissions to inspire 148 sculptures that were photographed and posted on Instagram to further extend the campaign. Oreo’s efforts have produced results: before the Oreo Blackout Tweet, the company’s Instagram followers numbered 2,200; now, that number has grown to more than 85,000.

With the Daily Twist campaign having received the Blue Award (Best in Show) at the Facebook Studio Awards, and Oreo having won multiple awards both at this year’s CLIO Awards competition and at Cannes, there’s no denying the success of Oreo’s social media efforts in terms of recognition or effectiveness. The challenge for Oreo will now be to maintain this high standing. At Martin-Wilbourn Partners, we monitor the latest developments in social media and online marketing initiatives to inform campaigns developed for our clients. Contact us today to start a conversation about how economical online technologies can be used to grow your business.

While your marketing needs may differ from Oreo’s in many respects, it is undeniable that the future of marketing lies in the kind of approach that Oreo is taking. At Martin-Wilbourn Partners, we monitor the latest developments in social media and online marketing initiatives to inform campaigns developed for our clients. By leveraging our social media expertise, we can help you boost your growth, or better yet, help you become the next Oreo. Contact us at http://mwpartners.com/contact/.

The post Oreo: A Social Media Powerhouse appeared first on Martin-Wilbourn Partners.


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