9 Ways Oreo is Utilizing Social Media Correctly
I’m not saying that I think Oreo is the #1 brand on social media or even up there, but I think they are a great example of a successful brand on social media. Brands – take notes.
Oreo understands how to utilize social media correctly to engage consumers. They don’t have too much that makes it an annoyance, but they definitely put their brand out there… in an enjoyable way. One post after another is clever, simple, and amusing. They think out of the box in ways that other brands don’t.
Here are 9 ways that Oreo makes it work:
1. Real-Time Marketing
The most famous example of Oreo’s genius happened during last year’s Superbowl, when there was a blackout for a half hour. With millions of viewers taking angry and joking feelings to Twitter with nothing else to do, Oreo had its creative team ready to take advantage of this opportunity. Within minutes, they tweeted “Power Out? No Problem”, with a beautiful ad showing that you can still “dunk in the dark”. With this tweet obviously not planned, it showed how Oreo thought on their feet quickly and used something that could connect to the entire United States of America in one moment. Real-time marketing sets creative brands apart from the rest. They know how to connect correctly to consumers.
2. The Daily Twist Campaign
When Oreo celebrated its 100th birthday last year, they celebrated by posting a picture of a different Oreo every day. However, they weren’t ordinary Oreos. Each picture was a spin on pop culture events that everybody could connect to and laugh at. Posts ranged from celebrating Gay Pride Week (pictured in the beginning of the post), to Elvis Week (pictured above), to a Mars Rover Landing Oreo. Oreo’s Facebook Likes went up from 26 to 27 million, and interactions went up 195%. Again, Oreo wins.
3. Celebrations – Real or Silly
National Taco Day: October 4th. While Oreos have essentially nothing to do with savory tacos, Oreo took it upon themselves to celebrate this amateur holiday with a clean, simple, and mildly amusing image that was displayed on their social media. Why? Why not.
National Chocolate Milk Day: September 27th. Another silly one, but this one relates to Oreo big time. While consumers are enjoying Chocolate Milk Day, they are reminded that Oreos can be utilized on this very important day. Don’t forget to use your favorite chocolate cookie to make chocolate milk!
The Birth of Prince George: July 22nd, 2013. This is a key example of how to connect to your consumers through world events and culture. With everyone going crazy about the Royal Birth, Oreo shows their interest in the phenomenon too. They of course relate the birth back to Oreo, by sharing a cute image of a ‘royal bottle service’, complete with the perfect partner in crime to milk: an Oreo. Notice the clever tagline at the bottom ‘Long Live the Creme’, playing a joke on the infamous quote ‘Long Live the Queen’. Well played, Oreo.
4. Click to Play: Short Films
This is a creative way to integrate moving pictures into the daily dose of typical one-dimension images. Oreo created a short mini-series called “The Cookie Chronicles”, a cute stop-motion video of an Oreo attempting to get into the glass of milk. It engaged with cookie lovers in a fun way.
5. Partnering with other Brands
Since Oreos are such a versatile product, it can be used in partnering with many other brands. They definitely take advantage of that, with an infinite amount of deals throughout the years. For example, recently Oreo partnered up with Outback Steakhouse to feature an Oreo milkshake to pair with the restaurant’s famous Australian BBQ. This post remind consumers to enjoy their favorite cookie creation at Outback, while also giving Outback the business by referring Oreo’s consumers to them. The image looks delicious, and they even have a coupon to attached! Make sure to see yet another clever tagline on the bottom right.
6. Getting Creative with the Simple Cookie: Oreo Snack Hacks
Oreo doesn’t just present you with the basic cookie; it engages with its consumers by showing them little known ideas, commonly known as ‘hacks’, to make their Oreo experience better. Above, you can see how Oreo shows us how to share the classic dunking process with others. This small, yet mighty trick took a spin on the usual cookie eating process, which wowed its consumers. As you can see at the bottom right, over 27,000 liked it and over 3,000 people shared the idea with friends! Looks like a lot of people will be buying big Oreo containers to try out this neat trick now, huh?
The Snack Hacks don’t stop there. On Vine, Oreo shows consumers how to easily create an Oreo ice pop in the 6 second video. Taking advantage of Vine’s abilities, Oreo introduced a new, simple recipe to Oreo lovers in one short video. I love how Oreo markets itself as a versatile product and shows its consumers how to be creative with it.
7. Seriously Engaging with Twitter Followers
When you talk about a product or brand on Twitter, you don’t expect them to necessarily respond (unless they have a great Community Manager). This guy Caspar didn’t even ‘mention’ the official Oreo twitter account in his tweet about Oreo milkshakes, yet he got a response from them. And it wasn’t just a typical acknowledging tweet. Oreo took the time to write back a clever response, with even a funny picture of an Oreo milkshake attached. Here, Oreo is showing us that they care about what we have to say. They’re also showing how engaged they want to be with Oreo lovers, so much so that they’ll send such a personal tweet back to you.
8. Twitter Wars: Playing Around with Other Brands…in a Friendly Way?
Yes, don’t worry, only in a friendly and playful way. A couple weeks ago, Oreo tweeted to Honda, implying that their car vacuum wouldn’t be able to suck up a MegaStuf Oreo because it is so big. As with the rest of my Oreo examples, there’s clever copy in the tweet and a simple image attached, complete with the tagline that has a play on words (MegaStuf –> Mega Stuck).
Of course, Honda had to bring it. They replied with this:
Honda plays along and sends an image to Oreo of their vacuum with a fake ‘MegaStuf’ setting. Now whether this interaction was planned or not, it is genius. People love when brands interact, it makes it feel more personal if they act like any other user. It’s just fun and entertaining! Oreo gets some Honda lovers, Honda gets some Oreo lovers, and everyone is happy.
Last but not least, Oreo goes beyond the ordinary social media sites that brands usually flock to by having a Pinterest account. Pinterest is a great way to display organized content about your brand. Oreo has 8 boards, including Oreo-themed recipes, Oreo Art, Oreo Moments, and images from their famous Daily Twist campaign. With a large demographic on this pinning social media site all day long (including me), it’s a perfect way to get their name in there when consumers are vulnerable to yummy-looking pictures and new ideas for the kitchen.
What are some other great brands on Social Media that you’ve seen?