It’s “milk’s favorite cookie” and mine as well. Oreo has been around for more than 100 years, but that doesn’t mean the brand slacks off when it comes to advertising its products. The company is credited with kick-starting the real-time marketing trend with a single tweet. If you’re wondering how, let me tell you a story.
It was Super Bowl XLVII. Beyoncé had just given one of the best halftime shows of all time. Then, drama in the form of a 30-minute blackout. With all of America turning to social media for commentary, Oreo whipped up a sweet tweet:
Power out? No problem. pic.twitter.com/dnQ7pOgC
— Oreo Cookie (@Oreo) February 4, 2013
This single tweet was the catalyst that caused many brands to jump on the real-time marketing bandwagon, and Oreo’s marketing strategy as a whole has set the standard for brands online. Oreo is active on Facebook, Twitter, and YouTube, as well as Pinterest, Instagram, and Vine. Here’s what we can learn from Oreo’s social media accounts:
Be Consistent
Whether you turn to Oreo’s Twitter or Instagram account, you’ll notice consistent visual branding. The light blue color used throughout the images allows fans to easily recognize what’s officially Oreo’s and what’s user-generated. Campaigns like #FlavorLove or #PlayWithOreo remain similar with the Oreo blue background or a respective solid-color background. The animated videos for #PlayWithOreo have the same cartoonish style as the commercial spots for S’mores or Red Velvet Oreos.
Here’s to the creme. Here’s to the creme again. #FlavorLove https://t.co/Yes3bxgEdj
— Oreo Cookie (@Oreo) July 8, 2015
Oreo’s voice doesn’t waver across platforms. Its social copy is concise and self-assured with a hint of a jokester attitude. You’ll rarely find exclamation points or exaggerations. Since the brand’s content typically includes an image or video, it allows the media to speak for itself. It’s the subtle version of dropping the mic.
Be Playful
Fans appreciate it when brands on social media are actually social. Think about why you don’t read the full “terms and conditions” page for anything — it’s boring. Oreo sticks to its roots with childlike simplicity, using terms like “bummer” and creating videos for “S’morey, the Unidentifiable Forest Creature.” The S’morey spots are ridiculously over the top, but when you combine two of your favorite childhood treats, does it really need an explanation?
My personal favorite bit of Oreo advertising came in the form of a tongue-in-cheek rap video for Oreo Cookie Balls. A catchy hook and open invitation to make “Reindurrr” holiday desserts drove this video to more than 1.7 million views.
The more literal “Play with Oreo” video featuring the French band Yelle encourages us all to open our imaginations by playing with Oreo. This equally earwormy tune has reached over 14.5 million views on YouTube. The bright and cheerful nature of their videos show that Oreo knows that they’re advertising to children, or at least the child inside all of us.
Be Specific
A quick glance at any of Oreo’s social media accounts will show you content that you wouldn’t see on TV or in the stores. They create many videos, images, and GIFs solely for social media, and this pays off. Last week, Oreo gave exclusive “Thinvitation” offer codes to Twitter and Instagram followers looking to try new Oreo Thins. The program was supposed to run for two days, but all the codes had been used within a number of hours.
A recent campaign across Facebook, Twitter, and Instagram created tiny landscapes showcasing different flavors of Oreos, while Oreo’s Instagram and Pinterest accounts show off delectable foods made with Oreos, like these pancakes:
Oreo has perfected the art of the 6-second video on its Vine account. Some of these are shortened versions of longer videos found elsewhere, but others provide helpful hints, like the right way to dunk aforementioned Cookie Balls:
No matter the platform, Oreo provides content that is as addictive and unique as the cookies themselves. Now, if you’ll excuse me, it’s snack time.
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Hurrdat is a Lincoln, Neb. digital marketing agency specializing in social media and content marketing. The company was founded in 2010 and merged with B² Interactive of Omaha, Neb. in 2014 bringing even more digital marketing specialties to both firms’ clients. Together they provide a full range of social media, SEO, and website development services to both national brands and local clients. The companies employ more than 75 people in Nebraska and have won multiple awards for their business efforts, company culture, and clients’ campaigns.
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