Spotlight on Oreo
Posted by allison n
We’ve all grown up with Oreo, right? Finding a box in the kitchen cupboard, a couple of cookies packed for school lunch or after game treats. Well, Oreo has come along way and I am glad to see it’s thriving on social media. I think there are some best practices to pick-up from Oreo too. Maybe even some dunking styles…who knows?
Although, I am sad to report that there were no Oreo mobile apps to be found. I would have liked to see one. Perhaps a photo app that automatically adds a stack of Oreos and milk into any photo you like. Or an app where you can enter your mood for the day and/or moment and Oreo assigns an Oreo product to you. For example, Allison is in an Excited mood. Time for Double Stuff Oreos!
A few things stand out to me that I think or worth highlighting. https://www.facebook.com/oreo
- The Page logo is more than branding, it’s interactive! Oreo is simply asking “Post or tag Oreo in your photo to give us permission to make you Fan of the Week or use it in our Photo Bar“. Love it. In fact, I am thinking of submitting a photo too! What is also brilliant about this “ask” from Oreo is when fans tag Oreo in photos, the action appears in their News Stream, which is greater exposure for the brand.
- Oreo is emphasizing the personal element of eating and enjoying an Oreo with it’s Oreo Moment’s Gallery. Some or many of us have fond memories of eating Oreo cookies with Grandpa, cousins or neighborhood kids or any friends and family.
- It’s status updates are open-ended and interactive. Either asking fans a question, posting a recipe involving Oreos or sharing a fun photo. Also, the updates are short and to the point. Such a best practice!
As you might suspect, Oreo uses it’s YouTube channel to share it’s U.S. and international commercials, and behind the scenes footage. YouTube definitely increases the longevity of the commercial life-cycle, which is nice if Oreo enthusiasts want to reference a commercial or embed one into a blog post (like yours truly).
Wow. How fun would it be to do Twitter for Oreo? Just tweet, retweet, reply and track Oreo keywords all day long. Tough life, I bet.
It’s clear a bulk or Oreo’s customers are on Faceboook; there are over 22 million fans on it’s Page and just a little over 14,000 followers on Twitter. How can Oreo help those 22 million fans get connected with the brand on Twitter? Oreo can certainly get more strategic with it’s Twitter efforts to help build that follower base.
Here are some ways:
- Do a monthly Twitter chat. For example, #OreoChat and talk about different Oreo products, dunking styles and poll Twitter followers for new flavors, new packaging design and ideas for a new Oreo game (online gaming is so IN). This gives fans the opportunity to make their voices heard directly to Oreo.
- Promote the #OreoChat on Facebook, email blasts, the website and other outlets.
- Promote social media presence on the packaging itself. A package of Oreos can have a shelf life of about 1 month or so, why not promote social media on the front and sides of the package?
- Cross promote, cross promote! On Facebook Oreo barely mentions it’s Twitter handle. The activity happening on Facebook is not identical to Twitter, so why doesn’t Oreo promote Twitter so fans can enjoy double the fun?
With all that said, I do like Oreo’s homepage. Social media is promoted at the top of the page and there is a three-tab stream connecting site visitors to Facebook and Twitter.
What is your input on strategic ways Oreo can grow it’s Twitter base?
Posted on August 5, 2011, in Apps, Brands Getting it Right, Facebook, Mobile, Twitter, Video and tagged app, cookie, facebook, mobile, oreo, social media, spotlight on..., twitter, video, youtube. Bookmark the permalink. 7 Comments.