There are amazing businesses and brands producing amazing – check that – killer content every day. This post will highlight the incredible content marketing play by Oreo, Cookies vs. Cream.
What they did
Oreo tapped an insight that consumers tend love their cookies for one of two reasons; because of the crisp chocolate cookies, or because of the smooth cream filling.
Then, Oreo doubled down on the resulting creative work on mass and social media.
First, Oreo aired what was one of the more popular television spots of Super Bowl XLVII titled, ‘Whisper Fight’.
Then Oreo fueled the debate about what is better – the cookie, or cream – by releasing a series of videos on YouTube that showcase the creative lengths some will go to in order to separate Oreo cookies from the cream.
More videos can be found here.
Why it’s killer
Oreo identified a consumer insight – a consumer truth – that everyone has their own reason for loving Oreo cookies, and typically it’s because of either the chocolate cookies, or the smooth cream and created awesome content for mass and social media to support this truth. This serves as one of my favourite examples of how mass and social media can be used in tandem, and to great effect, in recent memory.
Mass media was expertly used to capture the attention of consumers and drive them online to Oreo’s various social media properties to carry on the conversation by way of various formats of incredibly creative and entertaining content, a digital consumer promotion, and follow-up mass media campaign.
Again, this is an amazing example of how mass and more traditional media continue to play an important role for businesses, even for those who are absolutely killing it on social media, which Oreo is undoubtedly doing.
What can be applied to your business?
Understand the relationship your consumers have with your product
If you truly understand the relationship your consumers have with your product or service, you’ll have greater opportunity to engage them in ways to add true value, be it by educating them, providing utility, or in this case, entertaining them.
Don’t underestimate the value of traditional media channels
You can have the most amazing social media content, an active and vibrant social media community, and a reputation that people talk about at length, but no matter how good of a job you do on social media, nothing can replace the reach and levels of awareness that can be achieved with mass media. If you want eyeballs on your amazing content, consider purchasing media to drive consumers to it.
Provide huge value to your consumers on social media
I know… I sound like a broken record, but it’s impossible to provide too much value to your consumers through social media. Oreo driving Super Bowl viewers to their social media properties only worked because they delivered the goods once people arrived on Facebook, Twitter, Instagram, Pinterest or YouTube.
Social media needs to be 24/7, 365
Social media cannot be thought about in traditional media terms. While it might be tempting to think about Oreo’s activity as being a ‘campaign’, it really isn’t. Take a look at the amazing content Oreo cranks out every single day across their social media platforms, and it will become immediately apparent that ‘cookie vs. cream’ is simply one of Oreo’s content streams that is supported through the creation of interesting and engaging content on an ongoing basis.
What do you think of Oreo’s ‘Cookies vs. Cream’ social media content?
Have you seen any killer content recently that you’d like to share?
It would be fantastic to chat with you about this more in the comments, or on Twitter @RGBSocial
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