Oreo is a well loved brand of cookies, which has established itself as a creative brand on social media. With over 34 million fans on Facebook, the bar was set high – how to raise the standard and create engagement? With a clever campaign was the answer.
To celebrate their 100th anniversary, Oreo launched the Daily Twist campaign which lasted for 100 days. The campaign concluded on the 3rd of February 2013 and was a massive success.
Oreo ’s Idea
The idea was pretty simple: in order to celebrate their anniversary, they would post daily a new twist for the well known cookie. Each day portrayed Oreo’s take on current or historic events – similar to Google Doodles just spread daily on Facebook and much more viral. Each morning, the twist was sent out through the Oreo Daily Twist microsite, Facebook, Pinterest and Twitter with the hashtag #DailyTwist, pushing the new ad to people’s social networks. Designed by 360i and DraftFCB in New York, this campaign was highly acclaimed.
…were impressive. Over 400 million Facebook views, with a 280% increase in shares making Oreo the brand with the highest buzz increase in 2012. The series garnered more than 1 million likes on Facebook, meaning an average of 10,000 likes per posts. On Twitter, the brand saw an increase of 510% of re-tweets. Oreo’s campaign popularity and creativity led to it being awarded several coveted prizes: a Cyber Grand Prix at the Cannes International Festival of Creativity, Gold, Silver and Bronze at the Clio Awards, as well at the Effie Awards and Best in Show at the Facebook Studio Awards.
Oreo Daily Twist campaign set a new standard when it comes to real-time content in the marketing industry. What do you think of this fun campaign? See a few daily ads bellow.
Sources: socialmediatoday.com, theinspirationroom.com
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