After analyzing Oreo’s social media strategies, we see that much of their success stems from producing culturally relevant content posts that are also spontaneous and unexpected. It is not often that cookies have something to say. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Even though they are happy with their lives and admit mostly every facet of it, they are used to taking complete control of … SUSTAINATOPIA 2021: The global ecosystem of social, financial and environmental sustainability & impact. In 2013, Oreo changed it’s image and marketing strategy in order to give America’s favorite cookie a “personality.” After this Oreo became the standard for delivering real-time marketing .The new brand personality was definitely shown in the famous Superbowl 2013 Blackout Tweet, which presented the essence of this conversational, in-touch brand. In 2013, Oreo changed it’s image and marketing strategy in order to give America’s favorite cookie a “personality.” After this Oreo became the standard for delivering real-time marketing .The new brand personality was definitely shown in the famous Superbowl 2013 Blackout Tweet, which presented the essence of this conversational, in-touch brand. In addition, Oreo is able to acknowledge their brand’s loyal followers on Pinterest by showcasing consumers’ own pictures. Get your MBA online with EU Business School! The short video alone wracked up to over one million views on YouTube. And not just that. Therefore Oreo has been able to effectively utilize Pinterest as a platform to engage with consumers, both new and existing, that’s they aren’t able to accomplish on any of their other social media channels. AMC v. Oreo: The Backstory. Since this list is based on a prediction by Google, it can be assumed that these are the terms searched most frequently. Below are descriptions of Oreo’s presence on these individual platforms. They're made with pink-colored Golden Oreos and green-colored creme, and have embossed designed inspired by … The brand also uses this platform to share thousands of Oreo recipe ideas, which is especially important with Pinterest users. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. }(document, 'script', 'facebook-jssdk')); Mina Nacheva is a freelance journalist and content strategist, working with startups and small businesses from around Europe. Our website uses cookies to improve your browsing experience. In fact, let’s be real: cookies are quite low on the food chain. Oreo has exceled on social media because they’re able to effectively connect with consumers on a more personal and integrated level. Personally, Instagram is the social media platform where Oreo had gained myself as a follower. When it comes to creating socially sharable content that is packed with brand personality, nobody is doing it better than Oreo. Corporate brand personality is a form of brand personality specific to a corporate brand. Oreo’s famous tagline “Milk’s favorite cookie” has been used in their campaigns for years. They have certain traits, as they can be anything from funny, quirky and exciting, to honest and inspirational. The campaign was super successful because each picture merged popular culture and advertising in real time by taking the current news on that specific day. Change ). The key to a strong content strategy, and as a result to building up a coherent brand personality, lies in the ability of the brand to always be there for its customers – whether in words, videos or images, on their own site or on social media. Vine and YouTube are two video platforms that the brand has been able to engage with consumers through brief, animated videos. Consumer Behaviour (Our Take ) - 4 Slides (2 Min) 2. Oreo, not just a choco­late-fla­vored wafer with a sweet cream fill­ing, scored 50 per­cent high­er than aver­age in met­rics like “is always think­ing about how to make me hap­py” and “has a per­son­al­i­ty I like.”. They stand for something bigger than a product itself; they have a mission – whether it is to entertain, educate or inspire. The brand’s creative agency, 360i, designed the packaging and also a video based on the show’s opening sequence. (Pun intended? With that said, the brand has done a excellent job of getting consumers excited about the brand and product through the brand personality that they’ve developed across all platforms. Level 4: Life experienced at the moment, one day at a time. Well, yes and no. Change ), You are commenting using your Google account. But Oreo and interactive agency 360i aren't interested in connecting Oreo to a particular passion. Change ), You are commenting using your Twitter account. The key to consistency lies in establishing and implementing a convincing content strategy that brings everything about a brand’s personality – appearance, tone of voice, and expertise, among others – into one coherent whole, and spreads it across multiple communication channels. Brand Evangelism– The basic positioning is that of a biscuit for ‘good times with family’. Instead, they've infused the brand's social media activity with personality. The OREO cookie brand has taken the world by storm and its popularity only continues to grow year on year. Therefore, Oreo has acknowledged the Social Feedback Cycle in that way has allowed the brand to use their social media platforms to further connect and interact with consumers. I think you can, if you have grown up with Oreo, especially given that you're from the states, you would know what I mean. Receive the latest articles, news, events, business & career opportunities to your inbox! After all, it took the brand one viral tweet to show its customers that it intends to be there for them, even when they least expect it. Since then, Oreo has continuously been able to use social media as a tool to reach and connect with consumers. They accomplished this by building a brand personality that took Oreo from being an old school advertiser to a modern content creator. Using humor in your brand’s marketing through social media gives your audience something to relate to, providing trust and increasing brand recognition. Since 1912 Oreo, made by Nabisco in East Hanover, NJ and a brand of Kraft Foods, has a been a true innovation. With OREOiD, you can customize your own OREO cookies, gifts and more. Oreo also has a series of Vines called #OreoSnackHacks that displays the cookie in bizarre but delicious recipes. Curation is the act of rating, reviewing, tagging, commenting on, or otherwise describing content that will make it more useful for other’s purchase decision. Oreo's social-media team took advantage of the moment. Kraft, which owns brands like Velveeta and Oreo, is making the announcement at the Consumer Analyst Group of New York Conference, currently taking place in Boca Raton, Fla. In addition, the brand posts Oreo recipes and stories that show consumers the brand is expressing its personality by not taking itself too seriously. Mina holds an MA degree in Media & Business, and is particularly excited about the new trends in digital journalism. ( Log Out /  Ready for a big step in your professional and personal life? And a pistachio thin Oreo. Oreo, the chocolate and vanilla cream cookie brand juggernaut, is now also available in a carrot cake flavor.  Engagement is an important goal for brands because it means that consumers become participants instead of viewers. Just check out these numbers: The brand is available in more than 100 counties and approximately sells 34 billion OREO cookies every year, which is about 92 million cookies in a day! After looking at the four-step engagement process, Oreo’s engagement is between the curation and creation steps since consumers are interacting with the brand differently on different platforms. Seth Adler: It's also an experience in and of itself, to- Oreo has a very strong brand whose brand personality are the kids enjoying Oreo moments with their parents. Ogilvy, the world’s best advertising agency, is known for its peculiar brand personality. I think that it’s important for brands to have the relationship with consumers the way Oreo has created with their own followers. To date, Oreo’s Facebook has about 42 million total page likes and 116,000 people talking about Oreo. Just last year the brand posted on YouTube a catchy Eminem-sounding rap video with playful animation about Oreo’s Cookie Balls, a recipe that turns the cookie into a low-grade chocolate truffle. In regards to YouTube, the brand has been taking creative risks to push the Wonderfilled campaign on this platform. Overall, I truly love watching how Oreo has grown from America’s favorite cookie using traditional TV advertising to a cookie that’s Wonderfilled that can be explored across the social web. Presentation Agenda My Presentation Topic Life cycle of the brand – OREO From inception to growth phase 1. if (d.getElementById(id)) return; A content strategy is to be executed on an ongoing basis, thus always keeping a brand fresh in its consumers’ minds. AlphaGamma is the place where young professionals look for information, innovation and inspiration in the fields of entrepreneurship, business and finance. The secret to Oreo’s Instagram success is using the cookie itself as a blank canvas that the brand isn’t afraid to mess with. Although, as a very inquisitive math class found out, Double Stuf actually equated to about 1.86 times the amount of cream of a regular Oreo and Mega Stuf holds about 2.68 times the amount, according to CNN. On the social web, engagement means that consumers are taking the time and energy to converse with the brand. The platform allows the brand to run with all the possibilities of content they can create and it definitely has broken through the clutter. The four steps in the engagement process are consumption, curation, creation, and collaboration. “You couldn’t even look deep inside them and see what they stand for.”. During this campaign Oreo published a new picture every morning for 100 successive days. In an era in which brands were told they should be acting like people, Oreo had suddenly developed a real personality. Just describes this approach by Oreos as "building this personality behind its brand." The platform is mostly utilized for posting interesting images of delicious Oreo cookies with a creative flair and a sense of humor. Simply put, they have found a way to express the brand’s characteristics and values in a conversational way. Oreo’s Facebook page is used as a platform for daily cookie and brand updates. Oreo tweeted the following message: And in a brilliant counter, AMC replied with three simple but effective words: Since then, AMC’s tweet has been retweeted more than 500 times. Put simply, a personality makes it easier for consumers to identify with a certain brand. Our articles are written and read by technologists, innovators and industry influencers, while our core mission is to provide opportunities to young professionals and upcoming entrepreneurs. Oreo If Oreo is the king of agile marketing, then Twitter is its crowning gem. And while many may struggle with the thought of a simple black-and-white cookie having feelings, let alone a mission in this world, Oreo is an example of the power of brand personality. You decide). Think back to Oreo: a cookie with its own black-and-white look, a unique voice and a memorable personality. Well, Oreo has been a treat that’s been around for over 100 years so it’s necessary for them to adapt to the changing market in order to effectively reach their consumers. Oreo’s presence on Twitter so far has resulted in over 805,000 followers with 22,900 tweets. By continuously releasing humorous and creative media, Oreo has associated itself with playfulness and witty commentary. Brand personality, content strategy and cookies that talk. Level 3: making sensible decisions, get out of hardships and exploring new ways to avoid issues going deeper. This is a great strategy for Oreo because they’re strengthening the relationship with current consumers while capturing new customers, who trust other consumers’ opinions. Now, why is a brand personality so important? “I think there are a lot of cookies that don’t have much personality at all,” Jill Baskin, head of advertising for Oreo, said in an interview for Fast Company. Before you get your “101 best jokes” book out and call yourself a comedian, take a look at brands who have already mastered the art of comedy though social. “With a few deft social media moves —including a game-changing Super Bowl tweet [see below] —the cookie became the crumbly, creamy embodiment of the conversational, in-touch brand.”. And each brand has posted another reply, too: Why This Rules, aka The Power Of Personality In 2011, the brand was the first to attempt a record for most likes on a Facebook post in 24 hours . After all, it took the brand one viral tweet to show its customers that it intends to be there for them, even when they least expect it. One of the first posts in the series was an image of a multi-layered, rainbow Oreo in celebration of Gay Pride week, which earned tons of media coverage and appreciation from fans. They are successful in the goal they set ahead. And these conversions will end up impacting their purchasing decision. Therefore the new sources of information—consumer-generated content and opinions posted on social media—are referenced alongside traditional media in order for consumers to make and fully commit to purchasing the product. Oreo is also able to respond and interact with the other brands via Twitter. Every Oreo cookie, aside from Double Stuf, Mini Oreos, Mega Stuf, and Oreo Thins, is exactly 71% cookie and 29% cream. This video , which features animated Oreo cookies and “Game of Thrones” music, includes a shot of the limited-edition packaging. As stated before, Oreo has different strategies for each social media platform that affects how they engage with consumers therefore placing the brand between the curation and creation steps of the engagement process. “Developing a content strategy that exceeds the expectations of your audience is vital for you to stand out among the best in your industry,” writes Te-Erika Patterson. In fact, brand followers and consumers are often looking for more than just a mere product or service, she says. It’s a cookie that knows what to say at the right place, at the right time. It's got a very distinct brand personality that people have grown up with all their lives, and typically. They’re round, they’re square, they’re delicious. Here’s the scoop. The one thing we know for sure is that Oreos were conceived of in 1912 at the National Biscuit Company (Na-Bis-Co) — as a competitor to the then-popular Hydrox cookie, made by Sunshine Biscuits (via CNN Money).But the brand, now owned by Mondelez International, has kept Oreo's origin story close to the chest. OREO by you. With that said, Oreo has been able to reach the creation step of engagement on Pinterest. Even though the brand doesn’t have a strong following on Pinterest, Oreo is able to directly engage with existing consumers who are generating their own content about the brand. Oreo has been having all sorts of fun on Instagram both with the product itself and their followers. The Oreo catalog extends far beyond the ordinary—the Nabisco brand frequently updates its flavor catalog with new, seasonal, and limited-edition options.  On Pinterest, Oreo has a modest following of about 18,600 followers and 200 likes. Oreo is clearly expressing their brand personality on Vine and YouTube through their few second clips that related to every holiday and major calendar event. Therefore, consumers are creating their own original content about Oreo and accomplishing the creation step of engagement. which have helped the brand grow. The 34-year-old pop star teamed up with Oreo on the limited-edition snack. In my opinion, I think Oreo has done a great job relating to consumers via social media. Evans describes how the classic purchase funnel is connected to digital word-of-mouth via social media. On Instagram, Facebook, and Vine many consumers are in the curation step because they’re simply liking and sharing the brand’s posts. Finally, collaboration is when the brand and consumers work together to design and create something. Ogilvy was founded by … One of brand’s best Vine campaigns played out during Halloween of 2013 when Oreo created a Vine video series spoofing classic horror films featuring their cookies. Two chocolate disks with a crème filling in between has inevitably become the number one selling cookie in America for decades. As previously mentioned, I really love Oreo’s Instagram page because there’s so many interesting and exciting pictures to scroll through. And while no one expects a bite-sized dessert to actually come to life and hold a conversation, brands with a personality tend to possess certain human-like characteristics that consumers – the target audience – can identify with. She likes blogging, good jokes, and being the space geek she is, Mina dreams about flying to Mars. For more business tips, check our entrepreneurship section section and subscribe to our weekly newsletters. 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