One of the famous online marketing campaigns is Oreo 100 anniversary campaign in 2012, celebrating its 100th year from the first sale. The campaign "Daily Twist" aimed to replenish still young and vigorous image of the brand though it becomes a long-timed classical brand.
The campaign ran 100 days with daily post on Facebook and Twitter with hashtag #OreoMoment, posting the image that people are crafting shapes and decorating by Oreo. There are rainbow colored Oreo (on pride campaign day), Elvis-carved Oreo, world map shaped Oreo...up to 100 patterns. On the final day the campaign came out on Times Square to have high five with passengers and had live broadcasting, which performance was determined by the vote on Facebook. As a result, the campaign successfully made a record high number of likes, shares and re-tweets in those social media.
The key in this campaign was that the brand emphasized neither product nor taste of the Oreo, but the happiness and exciting moments in parties or break time eating Oreo. Many people have memory that they twisted or ripped off the cookies in their hands with exciting feeling. The campaign focused on such playful scenes that adults can recall and still enjoy now with their kids.
The campaign was one of the most successful digital marketing campaign that the brand exploited the social media and put the brand in big conversation among customers.
Ref: http://adage.com/article/digital/oreo-s-daily-twist-campaign-puts-cookie-conversation/237104/
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