Oreo is not only a sandwich cookie consisting of two chocolate disks with a cream filling in between but it’s a brand that really keeps you connected and attached.Oreo is one of the best companies in the world in terms of social media marketing.I am really amazed to see how precisely they connect with their audience through their content mix.
Chapter 5 in the Groundswell shows a perspective that "you brand is what your customers say it is". So the companies listen to their customers will win the market, and there "listening" means market research.
Social Media is one of the key things that you can’t miss if you talk about "listening". But just having Social Media presence is not enough, it is important how a Brand communicates with their existing fans/followers. It is really important to understand your audience, know their preferences and keep engaging with them on a continuous basis.
- Set up your own private community.
- Begin brand monitoring. Hire a company to listen to the Internet.
Oreo's Super Bowl Tweet
When the lights went out at the New Orleans Super dome during the Super Bowl, much of North America came to a halt. Football players shuffled about the sidelines in the barely lit arena, while tens of millions of television viewers looked for something else to do during the 34 minute blackout. Here's what Oreo did:
The ad generated more than 16,000 re-tweets and was seen by tens of thousands on Twitter. The media lauded it for being one of the best Super Bowl ads bar none. The Washington Post, The Wall Street Journal, and dozens of other publications wrote articles about it.
Oreo's Daily Twist Campaign
Each day from June 25 to October 2, 2012, Oreo released a whimsical image of the cookie redesigned to commemorate something that had happened on that date.
On September 27, an Oreo was shown with referee stripes noting that the National Football League’s referee strike had ended. On August 5, half a cookie with red cream and tire tracks symbolized the Mars rover landing. You can see them all here.
The campaign was housed primarily on Oreo’s Facebook page and managed to increase customer engagement 110%, according to the company. Oreo also added nearly 5 million likes during the campaign’s run.
Oreo's Cookie Vs. Cream Video Campaign
Oreo's 'Cookie vs. Cream' videos are a clever campaign housed on their YouTube account. They feature wildly elaborate machines that are designed to split Oreo cookies into two pieces and remove the cream filling. The first video from this ad campaign shows a seperator created by physicist David Neevel, and in three weeks it received over 4 million views.Oreo went on to produce three more videos featuring creative seperator machines. The four videos have been seen over 5 million times and have generated thousands of positive comments.
In the Chapter 6 of Groundswell we can see that "talking" is also important to the companies. We can talk with customers in four ways: videos, social networks, blogs, and communities.
Build connections that create loyal brand advocates. Create a bridge between your employees and your customers. Scale engagement across your teams with workflow and automation. Develop a platform to share thought leadership.
Video clips
Through its Wonderfilled campaign, Oreo uses 30 second video clips to show what happens when a variety of people get their hands on an Oreo.
From American hip hop recording artist Chiddy Bang to country music artist Kacey Musgraves, and even an ordinary little girl singing about the joys of sharing Oreos with her dad, Each video targets a different audience and has a specific theme, but they are all equally captivating and perfect for the viewer to share on their social media outlet of choice.
Snack Hacks
In addition to these targeted short video clips, Oreo also offers “Snack Hacks.” Snack Hacks are a collection of YouTube videos that are about 10 seconds long and provide the viewer with cool and unexpected ways to enjoy an Oreo. The videos are very simple, short, and effective at letting the viewer know there’s a lot more you can do with an Oreo than dunk it in a glass of cold milk.
It amazes me that Oreo, a simple cookie can create thoughtful customer engagement and harness the groundswell at the same time. Great work.
回复删除