Oreo's Marketing Success

Introduction

• Oreo is the best-selling cookie in the world.
• Launched in 1912 in the United States.
• Celebrated its 100th birthday in June 2012.

The Daily Treats Campaign

• Duration: 100 days of content creation.
• Platform: Primarily Facebook, but also leveraged other social media (Twitter, YouTube, Instagram).
• Content Strategy:
  • Fresh social content created daily for 100 days.
  • Aimed to reshape pop culture from Oreo's perspective.

Impact of the Campaign

• Engagement:
  • 280% increase in Facebook shares.
  • Over 1 million likes on Facebook during the campaign.
  • 510% increase in views on social media.
• Media Impressions:
  • Generated 230 million earned media impressions.
  • Mentioned frequently on leading TV channels.

Power of Digital Marketing

• Immediate spread of information through social media.
• Allows for real-time feedback from the audience.
• Significant increase in brand engagement metrics:
  • Facebook shares increased by 4,400% after the campaign launch.

Traditional Media vs. Social Media

Traditional Media Costs

• Traditional media includes TV, radio, magazines, newspapers, and billboards.
• Estimated costs for the campaign using traditional media:
  • Magazines: $200,000 (for 4 issues in 5 different magazines over 100 days).
  • Newspapers: Approximately $1.4 million (for a large advertisement size).
  • Billboards: $216,000 (for 20 railway billboards over 100 days).
  • Total for traditional media: Over $1.8 million.

Limitations of Traditional Media

• One-way communication; limited audience feedback.

Advantages of Social Media

• Multi-way interaction between brands and consumers.
• Enhances brand recognition, loyalty, and customer experience.
• Significant benefits observed for Oreo through social media strategies.