Brand in Focus – Oreo

It has been a few months since we put a ‘Brand in Focus’.  Our second deep dive into a successful digital marketing strategy will focus on Oreo.  Let’s dig a little deeper into the brand’s efforts to see what has helped drive the brand forward and see how things look across social media platforms.

Oreo did not grab our attention until last year’s Super Bowl with its now infamous tweet and it has been history ever since:

We’ll focus on Twitter first, but before we do that, let’s outline Oreo’s efforts.  When visiting its own web page, you will see that they have links to their Facebook, Twitter, Instagram, and YouTube pages.  One of the first things that caught my attention was the use of the same image/icon/logo across each platform – showing consistency in their branding efforts across each page.  Well done!  Now, how do they compare?  Let’s take a look …

Twitter (and Vine):

As of this write-up, Oreo has just under 200,000 Twitter followers, which actually surprised me given the success and publicity the Super Bowl tweet received.  I thought that it would have been more for the brand.  The page itself is very colorful and appealing to the eye.  Oreo sends out at least one tweet just about every day.  It looks like they are dropping in about one Vine video per week as well.

There isn’t a common hashtag that the brand uses when it sends out its tweets, unless it is based on a short-term campaign like the reintroduction of Oreo MegaStuf:

Oreo's Twitter Feed

Oreo’s Twitter Feed

What I do like about the images that they share on Twitter is that they take the time to put it into a “pic.twitter” format and not just a share from their Instagram feed – which you wouldn’t be able to see directly on Twitter.  Too many brands share their Instagram pictures on Twitter, which can be viewed as a slight nuance to your fans that either A. don’t use Instagram or B. don’t want to jump to another window and site to view your content.

You don’t see too many RT’s of others on the page, nor do you see direct responses to fans.  They tend to send @ messages to other brands and/or celebrities that also have a big Twitter following.  On any given tweet, Oreo is likely to receive well over 100 RT’s and Favorites, so there is an engaged following for the brand and I’m a little surprised at the lack of acknowledgement to the “every day follower”.

Similar to what you see from several other brands on Vine (like Lowe’s, Best Buy, and other foods), Oreo leverages the platform to come up with micro-videos for “tips” on how to create snacks that include Oreo cookies – which I believe is a great use of the site.  Example:

Facebook:

Wow!  Oreo has over 34.5 million fans of their Facebook page!  At the time of writing, over 150K were “talking about” the brand on Facebook.  Those are more than impressive numbers, making Facebook the clear crown jewel of Oreo’s social media presence.

As you scroll down the brand’s posts on Facebook, you find thousands and thousands of likes and shares for just about every single piece of content they put on the page.  Oreo uses a combination of quick one-liners that typically revolve around humor and colorful photos throughout their Facebook posts.

Engagement on Oreo's Facebook page is amazing!

Engagement on Oreo’s Facebook page is amazing!

A few final thoughts from the top of the Oreo Facebook page:

  • You will see in the picture below that the team at Oreo took the time to put together a brief history for the cookie, going back to 1912 and dropping in pictures of the Nabisco building in NYC.  Interesting little tidbit after this post, the first Oreo was sold in Hoboken, NJ.  (Look at the tins the cookies were first sold in!)
  • Oreo uses their Facebook page to also target multicultural consumer, with several Spanish-speaking applications on the page.  Our good friend Google Translate shows that Spanish, Portuguese, and Indonesian applications are all included on the page.
Oreo's different uses and means of engaging fans on Facebook

Oreo’s different uses and means of engaging fans on Facebook

Instagram:

Oreo has over 100,000 followers on their Instagram page.  On average, it looks like they drop a picture on Instagram every two to three days.  The branding efforts and communication are clear – here are a lot of ideas of how or where you can use our Oreo cookie.  I love the cover/banner image that they use on their Instagram page, as it rotates a number of different treats and snacks that are all eye-catching.

You may also notice in the picture below the “play” button on one of the more recent uploads from the brand, signaling the use of Instagram’s micro-video capabilities.  These are largely consistent with the tips shown on Vine, but shows that the team managing the account is up to date with the latest capabilities on the site.

Oreo's colorful/engaging pictures on Instagram + their use of micro-video

Oreo’s colorful/engaging pictures on Instagram + their use of micro-video

YouTube:

The brand’s YouTube page has a little over 25,000 subscribers.  The page itself is cleaned up and grouped nicely.  Again, the consistent branding is seen at the top of the page and in the profile picture.

While certainly nothing to dismiss, the more recent uploads revolving around the “Wonderfilled” song featuring Chiddy Bang have not garnered nearly as many views of some of Oreo’s more popular uploads, including last year’s Super Bowl commercial – “Whisper Fight” – which has over 2.5 million views.

Overall Summary:

As mentioned earlier, the Super Bowl tweet grabbed a lot of attention for Oreo, particularly mine.  However, it is clear that Facebook is driving the strongest engagement and following for the brand.  According to these numbers, the 34 million plus fans on Facebook put Oreo at #63 in terms of who has the most Likes/Fans on the network.

Oreo’s witty posts and appealing to the eye pictures/videos have made the brand a social media darling.  The quick thinking, creative responses have led to a growing number of fans across networks.

What do you think of Oreo’s digital strategy?  Which site or sites do you follow the brand and why?

Comments

  1. ICYMI – Oreo’s Halloween efforts on Vine were fantastic! Take a look at their Twitter feed (link above) or search for a few. Brilliant!

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  1. […] really deserved the attention this week with their micro-video efforts.  Given Oreo was our last Brand in Focus, they get the nod!  If you take a look at stories 4 or 5 above, you’ll see a number of clips […]