Oreo takes the biscuit with social campaign
Posted By Andy Smith
With every marketing team aiming to make campaigns bigger and better than the last, not everyone creates the buzz it’s designed for. However, sometimes you find a diamond in the rough – campaigns that are just amazingly thought out and inspired! So, I thought I’d delve into the archives to find that sparkly gem. On 25th June 2012, Oreo celebrated its 100th birthday starting with what is commonly known as ‘Oreo’s Daily Twist’ campaign.
The biscuit brand created gimmicky designs using the Oreo shape and colour to create Oreo-centred symbols that celebrate events from the past, such as the first flight around the world and the moon landing; it also created Oreos to celebrate certain days of the year, such as Star Wars Day or Bastille Day. Not only did the choice of design resonate with customers, but it showed significant moments over the 100 years the brand has been running, while demonstrating how up-to-date Oreo really is.
Although Oreo was already a ‘big gun’ on social media (before the campaign), with an average of 7,000 engagements each day, afterwards it reached an average of 14,700 engagements – a massive boost of over 100 per cent in engagements. It accumulated a fan base of more than 37 million on a combination of social media sites, such as Twitter, Facebook, Pinterest and Tumblr, along with other impressive results such as 2,500 mentions throughout the campaign on Twitter alone – that’s quite a buzz behind Oreo’s 100th anniversary.
Why did this campaign do so well you ask? During the months that Oreo carried out its 100-year anniversary campaign, it was very agile with what it posted; creating posts each day to make them topical and relative. It was also not afraid to stray away from the original black and white of Oreo that we’re used to seeing and injected fun and visually-appealing content to engage with its audience.
The campaign further cemented Oero as a leading biscuit brand and one that certainly created a campaign which was bigger and better than the last!
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