Oreo is a sandwich cookie consisting of two chocolate wafers with a sweet cream filling in between, and (as of 1974) are marketed as “Chocolate Sandwich Cookies” on the package they are held in. The version currently sold in the United States is made by the Nabisco division of Mondelēz International. Oreo has become the best-selling cookie in the United States since its introduction in 1912.
This case study shows how Oreo become the best-selling cookie brand in the US by adopting digital marketing.
Oreo’s Business/ Campaign Objective
Meeting / Exceeding category growth
Evolve brand perception from traditional cookie to contemporary in today’s world.
At least double the engagement rate.
Achieve at least 75M media impressions in 3-month course.
Strateies adopted by Oreo:
- To engage with the customers each and every time for their retention as well as further acquisition.
- To be a real time marketing coup by posting creative & culturally relevant tweets
- To be a successful social media planner & strategist by posting simple yet spontaneous facebook posts with great content
A classic example of customer’s retention and acquisition has been greatly set by the brand Oreo. In today’s world where marketers apply unique methods to attract customers, Oreo too has used a subset of digital marketing i.e. social media marketing ,however that too in their unique style.
Actually this cookie brand is advertised so beautifully that the things which made it so popular are :-
- Black and White striped appearance
- Whether you are of any age you just love to separate/twist it apart and dunk in the milk
- And then just fight for this extremely tasty and delicious thing..Wow..
Simple and yet innovative things with their product:
Oreo’s Social media marketing strategy to engage with customers most of the time :-
- Oreo’s super bowl tweet: When the lights went out at the New Orleans Super dome, during the super bowl, then half of America came to a halt, football players shuffled aside in the less lit area , then millions of TV viewers looked for something else in that 34 minutes break , and then Oreo did something very unusual yet innovative and attractive and used Twitter this time.
Power Out..No Problem..
Wow..What a great presence of mind & utilize social media marketing and what not i.e. thinking about this idea , thinking about this design and thinking about the major risk that the light can come within minutes…isn’t it amazing guys?
- Oreo’s daily twist campaign: Oreo relates real time happenings with their product i.e. they try to engage with their customers each and every day of the calendar. Pictures on their Facebook page:
The above picture of the cookie indicates that the National football league referee strike has ended..wow…what a representation. Further the cookie with red cream indicates Mars rover landing…
According to the Oreo company, the statistics clearly indicates that because of this social media marketing , their customer engagement increased by 110% .Wow..what a way of marketing…
Once a playful banter between Oreo and Kit Kat occurred. Oreo is owned by Nabisco, and Kit Kat is owned by Nestle – so they are direct competitors. It all started when someone Tweeted this:
Can tell I like chocolate a bit too much when I’m following @kitkat and @oreo hahahahahah
— LauraEllen (@Laura_ellenxx) March 11, 2013
Two days later, Kit Kat’s social media marketers responded with a clever challenge to Oreo:
Tweet from Kitkat– The fight for @Laura_ellenxx’s affections is on. @oreo your move #haveabreak
Several hours later, Oreo responded with a checkmate:
Tweet from Oreo — Sorry, @kitkat we couldn’t resist … #GiveOreoABreak
Lol..what a great move from Oreo was that..simply astonishing and ravishing.
Results achieved by the company Oreo:
- Sales, Revenue, Profit increased exponentially
- They engage with their customers all the time i.e. 7 days a week, 24 hours a day and 365 days a year.
- Fans say a lot: 32M+ on Facebook, 82K+ on Twitter , 87K+ on Instagram, 4M+ on YouTube
- They are quick decision makers, early adapters.
- They value time, as time does not come again, they promote their product consistently and frequently.
- They use graphics, fun loving engagements with customers and customers feel delightful with their every day innovative images.
- They focus both on customer retention as well as acquisition.
- Continuous engagement with customers is very important for the business to achieve great heights.
Image Credits: Oreo, fastcocreate