breathing life 23 nov
TRANSCRIPT
A new twist on FacebookLessons from Oreo Daily Twist
How to make aCHILDISHCHEESY
OLD FASHIONED brand,TIMELESS & ICONIC?
It all started with acookie
Inside an Oreo, there’s not just cream.
A product truth.
A human truth.
Why it matters?
In today’s hectic world,responsibilities & pressure are higher than ever before.
Kids have lost1 day per weekin free time*
*University of Michigan's survey Research Center
1 out of 4People bring work home*
Also, about 7 million Americans are working 2 or more jobs today according to the Bureau of Labor Statistics.Women are more likely to juggle multiple gigs than men, representing more than half of the total 3.7 million.
*American Time Survey, 2009
Working adults spend19 minutes per dayIn meaningful conversations with their children.*
*UK Office of National Statistics, “Time Use Survey”
“ Our children will sue us one day robbing them of their childhood ” – Race to Nowhere, documentary film
Wouldn’t a world be a better place?
Oreo’scultural mission
Print / OOH
Giving lifea twist.
TheOreo’stwist.
2012.A year to be remembered
A big year for Oreo.100th Anniversary
A unique opportunity to‘Celebrate the kid’s inside’
A great iconic print campaign– Celebrate historical moment with an Oreo ‘twist’
Historical Twists
Historical Twists
Historical Twists
What could we do more?
We want to celebrate a value that uniquely belongsto this brand and can be relevant for
the next 100 years.
It’s about being forward-thinking, not nostalgic.
Oreo is not a 100 year old brand
It’s 100 year young
The Daily Twist idea
Celebrating the culture of the day, every day.
Date 6/25 9/19 8/14 9/8 7/5Post
Copy Proudly support love! Our band 'o piratesnever dunked.
We walked th' plank
Ladies and gentlemen.... ELVIS PRESLEY has dunked the OREO!
Who are more die-hard fans “Star Trek” or OREO lovers?
Welcome to the world, baby panda. We think OREO would be a great name
Shares 63,363 8,247 7,247 5,720 5,519Likes 210,297 59,800 33,448 26,394 46,726Comments 33,609 794 477 1,195 902Total Reach 4,388,864 4,838,400 2,378,752 3,415,552 4,409,344Media No Yes Yes (TV) Yes NoGlobal No Yes No Yes Yes
Campaigns
A social media based campaign
FacebookAn example of Daily twist on Facebook
TwitterAn example of Daily twist on Twitter
PinterestAn example of Daily twist on Pinterest
Microsite: The HubA microsite that houses all Daily twists with varying levels of consumer engagement
Over the course of 100 days,Oreo established itself as aleader and pioneer in “real time”social media marketing.
What did we get?Brand fame/statusBrand PurposeBrand relevanceBecame younger as the day went byExtend the appeal beyond families
A success across the boardCannes Lions - Cyber Lions - Grand Prix Cannes Lions – PR - Gold Lion Cannes Lions - Silver Lion Cannes Lions Awards - Promo & Activation - Bronze Lion
Food for Thoughts
Learnings from an outsider
Think about society not marketing
SHOWGO BEYOND
WHAT YOU STAND FOR
PEOPLE WHAT
YOU DO
Minimum investment, Maximum return
ReturnInvestment
Have a clear
more than a detailed
vision
plan
Act as a publisher
not a planner
Remember that Small can get unexpectedly
big
Competing against people
not brand
Be to mistakes
Its about them,
not you.
http://mashable.com/2013/07/22/royal-baby-twitter/
FacebookVs
face-to-face
Oreo caps off historical Daily Twist Campaignwith Live ad event inTimes Square
The paradigm shift
CommercialSocial media as an opportunityfor more touch points, interactions and conversations
SocialAn opportunity to make your brand more ‘human’. Closer and more relevant to people’s life
“Think of branding as breathing.It is taking in cultural meanings & giving them off. Inhale, exhale – but in this case the stuff of respiration is not air but culture. Culture in, culture out.Oreo turns out to be really respiratory” – Grant McCraken Harvard Business Review August 30 th 2012
Breath life into your brand
Use social media to make them more ‘human’
Thank you