Oreo is the best-selling cookie in the world which was born in 1912 in the United States. It's an old brand but younger than ever because it launched its 100 years birthday celebrations in June 1, 1912. 2012, the Daily Cheese campaign. Oreo creates a fresh piece of social content on its Facebook page every day for 100 days, propelling it into the center of culture. Aureole posts one picture every day in its storylines to re-image pop culture through the eyes of Aureole. The campaign was not just watched and discussed on Facebook but also posted and shared on the other social media, Twitter, YouTube, Instagram, and so on.
began a living, breathing part of culture and people, especially the millennials. The brand generated 280% increase in Facebook shares. The content... In the last year, the series from Aureo received more than 1 million likes on Facebook within the campaign period.
It also generated 510% increase in views. with tweets on Twitter. Oreo was mentioned and praised a lot on the leading news on TV channels. It became the culture as well as produced more than 230 million earned media impressions.
It represents the power of digital market. The information from social media can immediately spread all over the world. It is the power of digital marketing. and capture feedbacks in the first time.
According to Shoshonebakers, the Facebook shares on the Oreo brand page has increased by 4,400% from the previous three months before the Daily Treats campaign began. What if Oreo used traditional media to promote their campaign? For traditional media, includes television, radio, cinema, outdoor and pre-media.
However, the television, radio and cinema is not suitable in the DailyTree's campaign. So, let's focus on the magazine, newspaper and billboard advertising. For magazine advertising, according to the powermedian.com, the average monthly cost for one issue rate is about $10,000.
to cover the campaign period, which are 100 days. We need 4 issues for 5 different kinds of magazines, which the total cost is are $200,000. For newspaper advertising, we are going to target the age.
The cost of reads per column centimeter with colored paper is about $100. If Aureo chooses 2970 spray size, it will cost around $1.4 million for 100 days advertising. How about the outdoor advertising? 6m x 3m railway billboards will be considered in the campaign.
The total cost of 20 railway billboards for 100 days will be around $216,000. According to the ABC News, Orioles are sold in more than 100 countries. Therefore, If we consume 10 cities in one country, we'll be promoted. In the total cost of the campaign using traditional medium is more than $1.8 billion.
However, Aureon will not spend that much money to promote this daily twist campaign. On the other hand, traditional media is one-way communication. The audience are hard to give feedbacks to the sender.
For social media, it is multi-way interactions to share their ideas between the sender and receivers because it is one of the most important values that social media provided. Based on this case, social media creates lots of benefits to Aureo. It would increase the brand recognition, improve brand loyalty, and also customer experience.