brand personality

Oreo.com: Digital Techniques

MMC5006: Website Analysis

In 2012, Mondolez gave Oreo a new personality.  With that personality, came a new voice and a grand presence on social media.  In this post, I will review which digital techniques Oreo employs to reach new consumers and maintain relationships with current users of this iconic brand.

Pull marketing is defined by this week’s lecture as “consumer-initiated communication, (which) takes place when consumers begin the engagement with (a brand).”  Consumers will find a brand online by searching them on Google, visiting their website, or responding to a marketing trigger.  “Pull marketing includes blogging, email marketing, social media, infographics and other forms of visual messaging and search engine optimization (SEO),” as stated in this article on ipost.com, Push or Pull: Which Type of Digital Marketing is Most Effective?

Oreo’s website, Oreo.com, in itself, is a pull strategy.  By visiting the website, consumers can find valuable brand information such as product available, product locator and nutritional value, through an external link to snackworks.com. The website also has social buttons so consumers can easily access their social sites and like their pages.  It’s also super simple to share recipes and product recommendations with friends using the sites social share buttons.  Their website is also mobile friendly and Oreo even has an app that consumers can download in the Apple or Google Play Stores.

oreo apporeo mobile

 

What is noticeably missing from Oreo.com is any permission based marketing.  There is no newsletter to sign up for and no way to opt in for special offers.  Email marketing is a useful marketing tool as stated in this article on campaigner.com which says, “Permission-based email marketing is used effectively everyday by hundreds of thousands of organizations to build their brands, increase sales, and strengthen relationships with their clients and members.”

Oreo’s search engine optimization is a highly effective pull marketing strategy.  If you Google search Oreo, Oreo.com is the first result, followed by Oreo on Wikipedia, Oreo’s Facebook page and Oreo’s Twitter.  SEO is an extremely important part of a pull marketing strategy.  Their first page result placement can be attributed to advertisement dollars spent with Google Adwords, the longevity of the brand, their global brand recognition and plenty of content creation.

Probably the most interactive piece of Oreo’s pull techniques is a contest on their microblog on Tumblr.  Fans and Oreo lovers are able to submit their own cookie ball recipes with a chance of having their recipe featured on the site.  This encourages fans to not only participate in the promotional contest but to buy the product and find new and exciting ways to use it.

oreo google oreo tumblr

 

Push marketing is defined by this week’s lecture as “marketer-initiated communication, (which) takes place when (the brand) initiates a marketing dialog with the customer or prospects.”  This is often done using traditional marketing channels like television, outdoor billboard and direct mail.  Since Oreo is such a global brand they obviously spend money on these types of marketing.  However, Oreo is becoming very popular for pushing out content using social media like their now famous Daily Twist campaign on Facebook and Instagram and their Super Bowl success on Twitter.

The majority of Oreo’s push strategy seems to currently be in social media and video content.  Their Wonderfilled campaign features several videos of popular artists singing the Oreo Wonder Song which Oreo pushes out via social media, their website and occasionally as a television campaign.  The brand also promotes their Oreo Mini product online with their Mini Mini Mart videos and has a noticeable presence on video sharing sites, YouTube and Vine.

Since the rise of their new personality, is Oreo putting all their eggs into the social media basket?  I feel they are social media heavy but have found great success on these platforms, which is why I was reviewing this brand in the first place.  My only recommendation after analyzing their strategies would be to add permission based email marketing to their website allowing visitors to sign up for emails containing coupons or recipes.

I would also recommend Oreo update the content on their website.  The Wonderfilled campaign launched in 2013 and is still the theme for the site almost two years later.  Where are the new videos, new ideas and new content?  Fresh content is crucial to SEO, but when you’re Oreo, you don’t have to try too hard to get first page results on Google.

Oreo’s Outrageously Successful Revamp of Brand Personality

MMC 5006: In Your Words

Oreo’s Outrageously Successful Revamp of Brand Personality

For over 100 years, Oreos was   a solid brand.  The brand successfully, and by definition, “guaranteed quality and evoked desire,” (Rhodes).  Their advertising usually consisted of safe campaigns with creative always taking place in the kitchen with the popular cookie, a glass of milk and a happy family.

In 2012, Kraft reorganized and broke off a few of their best-selling products (Oreos, Ritz Crackers and Sour Patch Kids) to turn this “made the transition from self-involved advertiser to nimble content creator.”  To do this they completely revamped their culture, marketing team and creative agencies dedicated to these three brands.

The new company, Mondelez, had a corporate goal to create smarter campaigns using compelling storytelling that focuses less on their product and more on their consumer.  Since that time, Oreo has been wonderfully successful in using multimedia communications on and offline.  Oreo is currently present in print, in store merchandising and on packaging, on their website, on Facebook, Twitter, Instagram, YouTube, Mobile and more.

Print

Asking current and new creative agencies for ideas to promote their 100th anniversary, one company brought to the table a campaign which morphed the cookie into cultural moments in history.  It was this campaign that Oreo realized “People were talking about the marketing as much as they were talking about the cookie.”

This is when the “brand personality, a set of human characteristics assigned to a brand,” (Rhodes) began to evolve.  “The brand personality is supposed to resonate with your target audience,” (Rhode) but for years Oreo focused on primarily moms and their kids.  After this print campaign, Oreo made the decision to target different age groups since everyone likes Oreos.  The brand personality began taking on a more mature but casual tone.

Website

Oreo.com is an online portal where consumers can search products, get Oreo recipes, link to their social media platforms (which I will discuss in detail below) as well as follow and view videos from their latest campaigns, Wonderfilled, where several featured artists perform their version of the Oreo Wonderfilled Anthem, which are also available for mp3 download, and the Mini Mini Mart video promoting their newer product, the Oreo Mini.  What was missing from the site, for me personally, was a way to sign up to receive emails or offers.

Facebook

The Oreo team wanted to keep up their momentum and translate the excitement from the print campaign into social.  They hit a home run with their Daily Twist campaign: 100 pieces of social media content in 100 days on Facebook depicting the classic cookie into a series of trending news stories and cultural moments. The campaign included now famous creative such as the Mars rover landing and the Gay Pride Celebration, shown below.  Every morning that summer, Oreo would scan the news feeds and creatively insert the cookie into pop culture.  This required impressive turnaround and approval processes on a daily basis. The response from consumers and fans was off the charts, but didn’t come without the usual amount of negative comments.  “Oreo set a new standard for real time marketing and saw a 280% increase in Facebook shares.  The content garnered more than 1 million likes on Facebook, or 10,000 likes per post, on average.” 

 

pride oreomars oreo

Twitter

What truly catapulted Oreo into real time marketing stardom was their Twitter post during the Super Bowl in 2013.  When a power outage unexpectedly occurred during the big game, the Oreo team sprang into action.  Within minutes, we concepted, designed and published a piece of content that was hyper-relevant to the unfolding news.  The award winning Tweet was shared over 20,000 times over social platforms and reaped 525 million earned media impressions.  What’s interesting is during the 2014 Super Bowl, Oreo went dark themselves, wishing their followers a good night and a good game before the event started (#oreoout).

dunk in dark oreo

Mobile

Oreo has always claimed to be in the snacking business, but really, their consumers purchases are driven by impulse.  In the past, consumers would pick up cookies while waiting in line at the supermarket, time now spent by many on their mobile phones.  People are also spending more and more of their extra dollars on mobile apps and games.  So it makes sense to deduce that using a mobile app would be a great new way to capture their consumer.  Also, their tried and true purchasers, mothers, make up a large percentage of casual mobile gamers.

The OREO: Twist, Lick, Dunk game allows players to win or purchase virtual currency, which can then be used to purchase different varieties of Oreo cookies to play with and provide in-game boosts.  OREO: Twist, Lick, Dunk became the number one app in 12 countries and had over 400 million organic downloads.

By targeting a new demographic and updating its brand personality and voice, Oreo became relevant and entertaining to its consumers.  Their real time marketing campaigns have gained more social media attention than most global brands.  Their success will continue because they are always one step ahead in their integrated multimedia communications plan.

Sources:

http://www.fastcocreate.com/3037068/the-story-of-oreo-how-an-old-cookie-became-a-modern-marketing-personality

www.oreo.com

http://www.360i.com/work/oreo-daily-twist/

http://www.360i.com/work/oreo-super-bowl/

http://blog.carnivalmobile.com/how-oreo-created-the-1-app-in-the-app-store

https://twitter.com/oreo

https://www.facebook.com/oreo