Oreo’s are probably the most famous cookie brand there is — or at least the most recognizable. These creamed filled sandwich cookies have made their way into everyone’s hearts, being the most sold cookie ever. In March, 2012, Time Magazine announced that within the 100 years Oreo’s have been around (March 2nd, 1912), they’ve sold over 450 billion Oreos, and are being sold in more than 100 counties.
Now, besides being delicious and over 100 years old — age has not stopped Oreo’s from being up-to-date and on top of the social media game. Oreo has been deemed a “social media powerhouse,” and overall seen as having genius social media marketing. This comes to no surprise as we explore all their different social media platforms, and their creativity, techniques, and overarching engagement process.
"Your favorite cookie, filling your world with Wonder 140 characters at a time."
Twitter is used in a pretty normal, but efficient way. Oreo updates it’s twitter frequently — meaning a minimum of once a week. In terms of likes and retweets, they get a fair amount, especially in terms of the content they release. On average they get 1000 likes, and around 500 retweets, sometimes more. Twitter accounts that get the most retweets are ones that are seen as relatable, newsy, or funny, so for them to get retweets at all is pretty good. According to hashtag.org, #Oreo and #Oreos receive an accumulated 100 tweets an hour on average. Twitter does a great job when using hashtags — it’s a very strong part of any campaign they do. Example of past trending hashtags include: #OreoHorrorStories, #OreoChocolateCandy, #OreoDunkSweepstakes, #OREODunkChallenge, #GoldenSelfie, #Wonderfilled, #PlayWithOreo, and many more. These hashtags all receive plenty of engagement and consumer interaction.
"The classic cookie you know and love, bringing you moments of Wonder."
Facebook is their most active social media vehicle. With the most likes, being talked about by hundreds of thousands of people on the daily, and a multitude of shares and comments — they’re doing great. While their post are frequent, they don’t post as frequently as they do in relation to twitter. This is because they have a much stronger following and higher engagement. Similar to all of their social media platforms, Facebook is very promotional of all their new products, campaigns and challenges.
"See the world through our OREO Wonderfilled lens."
Though Instagram isn’t Oreo’s most followed/liked social media platform, it is definitely it’s strongest and most effective. First off, they get thousands of likes and comments. Hashtags are also huge for this vehicle as well. The primary reason engagement with their audience is so strong on this platform is because the majority of their target audience is highly active on Instagram. All of their platforms have a clean, chic, and collected look — but their Instagram is aesthetically beautiful to anyone who comes across their account. The reason I chose to do this case study on Oreo was because one day on Instagram, I ran across one of their videos and it was so good, I clicked on their account and spent at least 30 mins going through the entire account.
“Bite-sized videos and more from the world’s favorite cookie.” – YouTube
With millions of views, Youtube is one of their less active social media accounts. That being said, it is equally as creative, but it’s hard to draw views to promotional videos — it’s the same as trying to get people to voluntarily watch ads, which we all hope that when we watch a YouTube video there’s a “Skip this Ad” button. But their videos are creative, and fun. The ones with the most views are ones that are specifically related to challenges, or include celebrities. It was very intelligent for them to choose this platform and use celebrities to increase their engagement and overall views. From Shaquille O’Neal, Neymar Jr., and Christina Aguilera. They also have playlist with their international video content.
Social Media and Customer Engagement
Evans’ model of the social feedback cycle:
There are many risks that are taken when using social media, but also many benefits. The social feedback cycle is a visual way to understand how companies and brands marketers can justify their return on investment (ROI). If marketers figure out effective ways to use their social media platforms to connect with customers, positive interactions can translate into a customer performing a wanted action — like eg. a purchase.
Structured Engagement/Engagement Process
This process is one that (as shown below) is broken down into 4 key components. All of these elements added together are what increases engagement.
"[...] you want your audience or your community members to move beyond consumption and into activities like content creation."
This is seen as the foundation to customer engagement. It’s the initial act taken when a consumer interacts with the content on a given social media platform — this is the step before they like, comment, share, repost, etc. This is when the consumer decides to read, watch, or listen to what’s put in front of them. You want your consumer to watch, listen, whatever the action may be, and decide to continue by liking, sharing and so forth.
Oreo & Consumption: Oreo’s social media content is amazing in terms of this fundamental step in the process. There’s not one image or video that you’d see and not want to click on another one or share it with someone else who you know loves cookies, or Oreos. There’s also a lot of incentive to move onto the next step of curation for a consumer because there are competitions and other opportunities.
"[...]the act of sorting and filtering, rating, reviewing, commenting on, tagging, or otherwise describing content."
This is where the customers response (aka, feedback) plays it’s initial role. Obviously, companies and brands want positive curation. You don’t want someone to post a review of your product or a comment that expresses negativity. Negative curation by customers could decrease the chances of someone else buying your product, but positive curation could increase.
Oreo & Curation: Because of Oreo’s strong, 100+ years in the making fan base, most, if not all curation is positive. They get a ton of comments, likes and shares.
Encourage content creation by “providing tools, support, help, templates, samples, and more. The less work your members have to do the better.”
Creation goes beyond consumption and curation. This isn’t just about liking, commenting and sharing opinions and so on, but going that one extra step. Make it as easy as you can for your consumer, and the easier it will be for them to create. If someone is on social media that already implies that they like posting about what’s going on in their lives, what they like, dislike, what they think you should like and dislike, and this creates more opportunity for content creation.
Oreo & Creation: Oreo provides it’s fanbase with tools such as #Hashtags, and examples of what they want from you — in relation to specific campaigns. They show you what you can do, how you can do it, and what you’ll get out of it (as the consumer) by doing it and taking part as an active member of the Orea fanbase community.
"Collaboration occurs naturally between members of community when given the chance."
This comes down to being social commentary. More than a comment, more than a simple review. This is a Youtube video inspired by your brand or product. This is a blog post surrounding this idea that your product made your consumers life better. This is when the content created by your consumer has it’s on social-media life line, and now other people can comment on their content about content that originated from you and your social media post that started this train reaction of engagement.
Oreo & Collaboration: It’s pretty clear that Oreo really has these 4 C’s down. Everything the do, all the content they produce, catches their audiences attention, gets them to react, gets them involved, and gets them to encourage other people in their communities to do the same.
Oreo’s, as a product has created such an agile identity. Springing life, creative ideations, and a unique style to all that they produce. With strategic marketing tactics, constantly publishing content, and cultivating more and stronger relationships with new and old customers, they’ve got quite the footprint. There are so many examples of what they do and how they do it — but also why they do what they do. All of these things adding up to show consumers that they are more than just a product.
Here are some interesting articles about campaigns and innovative thinking Oreo has if you want to do further reading! These following articles are great examples of how Oreo is not only frequent, but timely — they know how and when to take advantage of great opportunities.
1. You can still dunk in the dark — Super Bowl, 2013
2. Tic-Tac-Toe — With Kit Kat, 2013
3. “Game on” with XBOX — 2013
4. Oreo’s “Daily Twists” – 2015
5. “Open Up” Campaign with Adam Lambert — 2016