I think you can, if you have grown up with Oreo, especially given that you're from the states, you would know what I mean. After all, it took the brand one viral tweet to show its customers that it intends to be there for them, even when they least expect it. As previously mentioned, I really love Oreo’s Instagram page because there’s so many interesting and exciting pictures to scroll through. Two chocolate disks with a crème filling in between has inevitably become the number one selling cookie in America for decades. Brand Evangelism– The basic positioning is that of a biscuit for ‘good times with family’. Social media is not a short-term term media channel but a completely personalized channel that brings awareness and collaboration with customers. Just describes this approach by Oreos as "building this personality behind its brand." Our articles are written and read by technologists, innovators and industry influencers, while our core mission is to provide opportunities to young professionals and upcoming entrepreneurs. And each brand has posted another reply, too: Why This Rules, aka The Power Of Personality Consumer Behaviour (Our Take ) - 4 Slides (2 Min) 2. Therefore, Oreo has acknowledged the Social Feedback Cycle in that way has allowed the brand to use their social media platforms to further connect and interact with consumers. In fact, let’s be real: cookies are quite low on the food chain. He says that there’s a loop from expectation to trial to rating to sharing the actual experience, which are all now apart of almost every purchase and conversion decision. It was strange not to find campaigns like Wonderfilled and Snack Hacks after typing Oreo. There is one cookie, in particular, that has made its way to the hearts of many around the world, and that cookie is Oreo. In fact, brand followers and consumers are often looking for more than just a mere product or service, she says. Oreo has been having all sorts of fun on Instagram both with the product itself and their followers. Our website uses cookies to improve your browsing experience. One of brand’s best Vine campaigns played out during Halloween of 2013 when Oreo created a Vine video series spoofing classic horror films featuring their cookies. And not just that. This is a great strategy for Oreo because they’re strengthening the relationship with current consumers while capturing new customers, who trust other consumers’ opinions. Just last year the brand posted on YouTube a catchy Eminem-sounding rap video with playful animation about Oreo’s Cookie Balls, a recipe that turns the cookie into a low-grade chocolate truffle. Well, yes and no. fjs.parentNode.insertBefore(js, fjs); Although most of the images have been shared through the brand’s other social media channels, Oreo has been able to collect all their content on this single platform. It's got a very distinct brand personality that people have grown up with all their lives, and typically. With OREOiD, you can customize your own OREO cookies, gifts and more. She likes blogging, good jokes, and being the space geek she is, Mina dreams about flying to Mars. Think back to Oreo: a cookie with its own black-and-white look, a unique voice and a memorable personality. I enjoy seeing the brand’s colorful and interesting pictures. }(document, 'script', 'facebook-jssdk')); Mina Nacheva is a freelance journalist and content strategist, working with startups and small businesses from around Europe. “You couldn’t even look deep inside them and see what they stand for.”. We like to think that his success is down to his playful, irreverent and funny personality (as well as his musical talent, of course)—which makes him a perfect fit for the Oreo brand. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. And these conversions will end up impacting their purchasing decision. When it comes to creating socially sharable content that is packed with brand personality, nobody is doing it better than Oreo. The one thing we know for sure is that Oreos were conceived of in 1912 at the National Biscuit Company (Na-Bis-Co) — as a competitor to the then-popular Hydrox cookie, made by Sunshine Biscuits (via CNN Money).But the brand, now owned by Mondelez International, has kept Oreo's origin story close to the chest. Using humor in your brand’s marketing through social media gives your audience something to relate to, providing trust and increasing brand recognition. Oreo set a new world record. And a pistachio thin Oreo. In addition, the brand posts Oreo recipes and stories that show consumers the brand is expressing its personality by not taking itself too seriously. Here’s the scoop. In my opinion, I think Oreo has done a great job relating to consumers via social media. OREO.com has everything you want from your favorite brand - recipes, OREO cookies, Personalized gift, merchandise, and brand purposed Toggle Nav. Oreo’s famous tagline “Milk’s favorite cookie” has been used in their campaigns for years. Specifically, Oreo has used the Social Feedback Cycle in order to reiterate campaign messages from their TV advertisements in their social media posts. After analyzing Oreo’s social media strategies, we see that much of their success stems from producing culturally relevant content posts that are also spontaneous and unexpected. For them vanilla crème between 2 cocoa sandwich meant only Oreo and this is the kind of Brand recall associated with the brand.  Engagement is an important goal for brands because it means that consumers become participants instead of viewers. By continuously releasing humorous and creative media, Oreo has associated itself with playfulness and witty commentary. This is because consumers are making their own recipes or doing other Oreo-related activities and then sharing it with other consumers through pictures and posts Pinterest. It is not often that cookies have something to say. Level 4: Life experienced at the moment, one day at a time. Seth Adler: It's also an experience in and of itself, to- During this campaign Oreo published a new picture every morning for 100 successive days. Instead of promoting some vaguely Super Bowl-related message, they quickly put together an … Brand personality, content strategy and cookies that talk. Think back to Oreo: a cookie with its own black-and-white look, a unique voice and a memorable personality. The short video alone wracked up to over one million views on YouTube. With that said, the brand has done a excellent job of getting consumers excited about the brand and product through the brand personality that they’ve developed across all platforms. Mina holds an MA degree in Media & Business, and is particularly excited about the new trends in digital journalism. Oreo If Oreo is the king of agile marketing, then Twitter is its crowning gem. If brands achieve this creation step of engagement then I think brands will be very successful on the social web, like Oreo has, because those consumer-generated posts will reach networks and networks of friends that the brand alone would never be able to reach. Marketing Mix of Oreo analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Oreo marketing strategy. Level 3: making sensible decisions, get out of hardships and exploring new ways to avoid issues going deeper. And while no one expects a bite-sized dessert to actually come to life and hold a conversation, brands with a personality tend to possess certain human-like characteristics that consumers – the target audience – can identify with. The four steps in the engagement process are consumption, curation, creation, and collaboration. Before you get your “101 best jokes” book out and call yourself a comedian, take a look at brands who have already mastered the art of comedy though social. The set rhythm of posting multiple times per week has grown Oreo’s following to 1.5 million followers and no less than 20,000 likes on each post. Therefore, “why not offer content that educates, informs and helps your audience develop holistically, creating a one-stop digital media empire they can’t turn away from?”. A content strategy is to be executed on an ongoing basis, thus always keeping a brand fresh in its consumers’ minds. One of the first posts in the series was an image of a multi-layered, rainbow Oreo in celebration of Gay Pride week, which earned tons of media coverage and appreciation from fans. Mondelez International’s global head or marketing Bonin Bough. In 2011, the brand was the first to attempt a record for most likes on a Facebook post in 24 hours . By typing Oreo on the search box, Google’s predictive results are the following: oreo, oreo brand personality, oreo balls, oreo truffles. One of their many big successes utilizing Facebook has been the Daily Twist campaign for the brand’s 100th birthday. Brief About Biscuit Industry in India - Existing players, competition to my brand (Oreo), market share, how has it progressed over the years - 7 slides (3 Min) 3. AMC v. Oreo: The Backstory. That brand would be Hydrox, the second banana of the cookie aisle, which these days simply can’t compete against the marketing juggernaut that is Oreo, even if … To date, Oreo’s Facebook has about 42 million total page likes and 116,000 people talking about Oreo. By continuing to browse further through our pages you express your agreement with our privacy policy. This shift in marketing communications to social business has made a significant impact on the consumer decision process and thus marketing as a whole. But Oreo and interactive agency 360i aren't interested in connecting Oreo to a particular passion. Since 1912 Oreo, made by Nabisco in East Hanover, NJ and a brand of Kraft Foods, has a been a true innovation. Oreo has exceled on social media because they’re able to effectively connect with consumers on a more personal and integrated level. They sometimes get political Aaron P. Bernstein/Getty Images Kraft, which owns brands like Velveeta and Oreo, is making the announcement at the Consumer Analyst Group of New York Conference, currently taking place in Boca Raton, Fla. Oreo's social-media team took advantage of the moment. The Social Feedback Cycle is the new way marketers must target to their consumers. Change ). Level 2: treating life as a game or fun. The platform allows the brand to run with all the possibilities of content they can create and it definitely has broken through the clutter. In addition, Oreo is able to acknowledge their brand’s loyal followers on Pinterest by showcasing consumers’ own pictures. On Instagram, Facebook, and Vine many consumers are in the curation step because they’re simply liking and sharing the brand’s posts. I think that it’s important for brands to have the relationship with consumers the way Oreo has created with their own followers. Brands with a personality have a design, a tone of voice and a presence. © 2016 - 2020 AlphaGamma. Consumption in regards to social media is the downloading, reading, watching, or listening to digital content. For more business tips, check our entrepreneurship section section and subscribe to our weekly newsletters. Since then, Oreo has continuously been able to use social media as a tool to reach and connect with consumers. Oreo has been able to achieve a phase of engagement where consumers are so excited about the product and the brand that they actually want to create their own content and post it on their own social media pages. The key to a strong content strategy, and as a result to building up a coherent brand personality, lies in the ability of the brand to always be there for its customers – whether in words, videos or images, on their own site or on social media. So how does the Social Feedback Cycle relate to Oreo and their social media strategies? Brand personality has been defined as the human characteristics or traits that can be attributed to a brand. Corporate brand personality is a form of brand personality specific to a corporate brand. In 2013, Oreo changed it’s image and marketing strategy in order to give America’s favorite cookie a “personality.” After this Oreo became the standard for delivering real-time marketing .The new brand personality was definitely shown in the famous Superbowl 2013 Blackout Tweet, which presented the essence of this conversational, in-touch brand. Even though the brand doesn’t have a strong following on Pinterest, Oreo is able to directly engage with existing consumers who are generating their own content about the brand.  On Pinterest, Oreo has a modest following of about 18,600 followers and 200 likes. Although, as a very inquisitive math class found out, Double Stuf actually equated to about 1.86 times the amount of cream of a regular Oreo and Mega Stuf holds about 2.68 times the amount, according to CNN. Level 1: the feeling of boredom, fatigue, and apathy. In addition, their social media platforms are used to build out the brand personality by posting bizarre and interesting content that consumers want to see and will break through the clutter. Oreo – My Topic. Vine and YouTube are two video platforms that the brand has been able to engage with consumers through brief, animated videos. The 34-year-old pop star teamed up with Oreo on the limited-edition snack. But they don’t speak. ( Log Out /  This personality has been shaped because of a very unique brand voice. All rights reserved. But more recently their tagline, “Wonderfilled” has allowed the brand to utilize social media in a completely unique way. Oreo, not just a choco­late-fla­vored wafer with a sweet cream fill­ing, scored 50 per­cent high­er than aver­age in met­rics like “is always think­ing about how to make me hap­py” and “has a per­son­al­i­ty I like.”. var js, fjs = d.getElementsByTagName(s)[0]; Instead, the social web is a place where consumers share their own experiences with brands, products and services to provide a more real view to other consumers. Personally, Instagram is the social media platform where Oreo had gained myself as a follower. And not just that. Instead, they've infused the brand's social media activity with personality. Before that, she was the managing editor of a startup magazine in Austria. Finally, collaboration is when the brand and consumers work together to design and create something. The brand also introduced the Oreo Music Box—a miniature turntable that plays music when you put an Oreo cookie on it. Simply put, they have found a way to express the brand’s characteristics and values in a conversational way. The brand’s creative agency, 360i, designed the packaging and also a video based on the show’s opening sequence. On Vine Oreo has 63,000 followers and about 4.5 million video loops with just 66 posts. As a result from the brand’s effective use of social media, Oreo has seen a doubled return on investment in digital marketing. Ogilvy, the world’s best advertising agency, is known for its peculiar brand personality. OREO by you. After all, it took the brand one viral tweet to show its customers that it intends to be there for them, even when they least expect it. Oreo’s Facebook page is used as a platform for daily cookie and brand updates. (Pun intended? Well, Oreo has been a treat that’s been around for over 100 years so it’s necessary for them to adapt to the changing market in order to effectively reach their consumers. which have helped the brand grow. YouTube has about 130,000 subscribers and over 145 million views across all their videos. I always look at their Instagram posts a little longer because they’re unlike anything else I see or follow. After looking at the four-step engagement process, Oreo’s engagement is between the curation and creation steps since consumers are interacting with the brand differently on different platforms. And a birthday cake flavor and a … In 2013, Oreo changed it’s image and marketing strategy in order to give America’s favorite cookie a “personality.” After this Oreo became the standard for delivering real-time marketing .The new brand personality was definitely shown in the famous Superbowl 2013 Blackout Tweet, which presented the essence of this conversational, in-touch brand. Some of the social media platforms Oreo is utilizing are Twitter, Instagram, Facebook, Pinterest, Vine and YouTube. Oreo is also able to respond and interact with the other brands via Twitter. SUSTAINATOPIA 2021: The global ecosystem of social, financial and environmental sustainability & impact. js = d.createElement(s); js.id = id; It’s a cookie that knows what to say at the right place, at the right time. And although this interactivity with other brands is a novel and amusing experience, it’s the personal and immediate engagement between Oreo and consumers that has increased brand followers and brand loyalty. In an era in which brands were told they should be acting like people, Oreo had suddenly developed a real personality. The secret to Oreo’s Instagram success is using the cookie itself as a blank canvas that the brand isn’t afraid to mess with. Twitter has truly become the home of Oreo’s marketing strategy. http://www.fastcocreate.com/3037068/the-story-of-oreo-how-an-old-cookie-became-a-modern-marketing-personality, https://econsultancy.com/blog/63908-how-oreo-owns-social-media-through-twitter-instagram-vine-and-pinterest/. The brand also uses this platform to share thousands of Oreo recipe ideas, which is especially important with Pinterest users. Don’t believe us? ‍ Study MBA at EU Business School and level up your career! This specific Facebook campaign won Oreo two Cyber Grand Prix awards at 2013’s Cannes International Festival of Creativity and led to a 280% increase in shares and created 231 million media impressions overall. “In 2013, all of a sudden, Oreo was the standard bearer for ‘real-time marketing’,” writes Danielle Sacks in the same article. Evans describes how the classic purchase funnel is connected to digital word-of-mouth via social media. And while many may struggle with the thought of a simple black-and-white cookie having feelings, let alone a mission in this world, Oreo is an example of the power of brand personality. Oreo is clearly expressing their brand personality on Vine and YouTube through their few second clips that related to every holiday and major calendar event. Ready for a big step in your professional and personal life? The Oreo catalog extends far beyond the ordinary—the Nabisco brand frequently updates its flavor catalog with new, seasonal, and limited-edition options. ( Log Out /  Every Oreo cookie, aside from Double Stuf, Mini Oreos, Mega Stuf, and Oreo Thins, is exactly 71% cookie and 29% cream. Change ), You are commenting using your Twitter account. Below are descriptions of Oreo’s presence on these individual platforms. With that said, Oreo has been able to reach the creation step of engagement on Pinterest. ( Log Out /  (function(d, s, id) { Change ), You are commenting using your Facebook account. This video , which features animated Oreo cookies and “Game of Thrones” music, includes a shot of the limited-edition packaging. Oreo also has a series of Vines called #OreoSnackHacks that displays the cookie in bizarre but delicious recipes. “I think there are a lot of cookies that don’t have much personality at all,” Jill Baskin, head of advertising for Oreo, said in an interview for Fast Company. Overall, I truly love watching how Oreo has grown from America’s favorite cookie using traditional TV advertising to a cookie that’s Wonderfilled that can be explored across the social web. Curation is the act of rating, reviewing, tagging, commenting on, or otherwise describing content that will make it more useful for other’s purchase decision. Now, why is a brand personality so important? The answer is that 360i is creating a brand personality and is bringing it to life via social media. They’re round, they’re square, they’re delicious. AlphaGamma is the place where young professionals look for information, innovation and inspiration in the fields of entrepreneurship, business and finance. “With a few deft social media moves —including a game-changing Super Bowl tweet [see below] —the cookie became the crumbly, creamy embodiment of the conversational, in-touch brand.”. The OREO cookie brand has taken the world by storm and its popularity only continues to grow year on year. Oreo tweeted the following message: And in a brilliant counter, AMC replied with three simple but effective words: Since then, AMC’s tweet has been retweeted more than 500 times. oreo™ “wonderfilled” OREO’S™ BRAND PERSONALITY OREO™ COMPETANCE: • 61 FLAVORS & SIZES • GOOD QUALITY SINCERITY: • CONSUMR CENTRIC • INNOVATVE • WELL VALUED • GLOBAL PRESENCE • INCLUSIVE EXCITEMENT: • DISINCTIVE IMAGERY • WELL KNOWN FOR DECADES • BRINGS PEOPLE TOGETHER IN HAPPY MOMENTS Therefore the new sources of information—consumer-generated content and opinions posted on social media—are referenced alongside traditional media in order for consumers to make and fully commit to purchasing the product. Above all, brands with a personality aspire to build relationships with the consumer, and in so doing, their number-one priority is to be consistent. “Developing a content strategy that exceeds the expectations of your audience is vital for you to stand out among the best in your industry,” writes Te-Erika Patterson. js.src = "//connect.facebook.net/en_US/sdk.js#xfbml=1&version=v2.9&appId=309357006078154"; On these platforms consumers aren’t really creating their own content about the brand, which could be a issue that Oreo can look into in order to encourage more engagement in the future. David Just, a behavioral economist at Cornell University, agrees with Stanton, adding that Oreo is “building this personality behind its brand,” a marketing philosophy that has … Put simply, a personality makes it easier for consumers to identify with a certain brand. Creation occurs when consumers post something about the brans that they’ve created themselves. Oreo has got a very distinct and unique brand personality. Get your MBA online with EU Business School! They are successful in the goal they set ahead. As stated before, Oreo has different strategies for each social media platform that affects how they engage with consumers therefore placing the brand between the curation and creation steps of the engagement process. Even though they are happy with their lives and admit mostly every facet of it, they are used to taking complete control of … Oreo’s presence on Twitter so far has resulted in over 805,000 followers with 22,900 tweets. Oreo has a very strong brand whose brand personality are the kids enjoying Oreo moments with their parents. Oreo’s clips and videos tell a story that can’t be portrayed in a single picture. They accomplished this by building a brand personality that took Oreo from being an old school advertiser to a modern content creator. Ogilvy was founded by … Therefore, consumers are creating their own original content about Oreo and accomplishing the creation step of engagement. The key to consistency lies in establishing and implementing a convincing content strategy that brings everything about a brand’s personality – appearance, tone of voice, and expertise, among others – into one coherent whole, and spreads it across multiple communication channels. Change ), You are commenting using your Google account. Oreo, the chocolate and vanilla cream cookie brand juggernaut, is now also available in a carrot cake flavor. They stand for something bigger than a product itself; they have a mission – whether it is to entertain, educate or inspire. So, it might seem like Oreo is coming up with wackadoodle flavors out of left field but, in reality, they're counting on the novelty of these flavors to solidify their fan base. In regards to YouTube, the brand has been taking creative risks to push the Wonderfilled campaign on this platform. In the article, “Social Media and Customer Engagement,” the author Dave Evans describes the social web as a game-changer because it’s no longer just about social marketing and advertising. ( Log Out /  Just check out these numbers: The brand is available in more than 100 counties and approximately sells 34 billion OREO cookies every year, which is about 92 million cookies in a day! Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Since this list is based on a prediction by Google, it can be assumed that these are the terms searched most frequently. It also created an Oreo DJ Mixer that works with Double Stuf cookies. The platform is mostly utilized for posting interesting images of delicious Oreo cookies with a creative flair and a sense of humor. You decide). Our Y‑Value study of 75 brands yield­ed some oth­er counter-intu­itive find­ings. Therefore Oreo has been able to effectively utilize Pinterest as a platform to engage with consumers, both new and existing, that’s they aren’t able to accomplish on any of their other social media channels. The campaign was super successful because each picture merged popular culture and advertising in real time by taking the current news on that specific day. Actualizers are perfectionists who exactly know what they want to have and how to achieve it. Receive the latest articles, news, events, business & career opportunities to your inbox! They're made with pink-colored Golden Oreos and green-colored creme, and have embossed designed inspired by … if (d.getElementById(id)) return; They have certain traits, as they can be anything from funny, quirky and exciting, to honest and inspirational. Presentation Agenda My Presentation Topic Life cycle of the brand – OREO From inception to growth phase 1. •happy and delicious when eating Oreo Self-Expressive •satisfies nurturing by feeding children nutritionally balanced cookies •satisfies the imitation need that kids watching the Oreo ads on TVs while the •other kids are enjoying " Twist, lick, Dunk " 10. On the social web, engagement means that consumers are taking the time and energy to converse with the brand. Subscribe to our weekly newsletter to be the first to know about the most exciting business developments, trends in finance and career opportunities. It’s a cookie that knows what to say at the right place, at the right time. Unlike a product brand personality that typically relates to consumers and user imagery for a specific product brand, a corporate brand personality can be defined in terms of the …