lessons from one of the most successful facebook campaigns

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A new twist on Facebook Lessons from Oreo Daily Twist

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Page 1: Lessons from one of the most successful Facebook campaigns

A new twist on FacebookLessons from Oreo Daily Twist

Page 2: Lessons from one of the most successful Facebook campaigns

How to make aCHILDISHCHEESY

OLD FASHIONED brand,TIMELESS & ICONIC?

Page 3: Lessons from one of the most successful Facebook campaigns

It all started with acookie

Page 4: Lessons from one of the most successful Facebook campaigns

Inside an Oreo, there’s not just cream.

Page 5: Lessons from one of the most successful Facebook campaigns

A product truth.

A human truth.

Page 6: Lessons from one of the most successful Facebook campaigns

Why it matters?

Page 7: Lessons from one of the most successful Facebook campaigns

In today’s hectic world,responsibilities & pressure are higher than ever before.

Page 8: Lessons from one of the most successful Facebook campaigns

Kids have lost1 day per weekin free time*

*University of Michigan's survey Research Center

Page 9: Lessons from one of the most successful Facebook campaigns

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

Page 10: Lessons from one of the most successful Facebook campaigns

Working adults spend19 minutes per dayIn meaningful conversations with their children.*

*UK Office of National Statistics, “Time Use Survey”

Page 11: Lessons from one of the most successful Facebook campaigns

“ Our children will sue us one day robbing them of their childhood ” – Race to Nowhere, documentary film

Page 12: Lessons from one of the most successful Facebook campaigns

Wouldn’t a world be a better place?

Page 13: Lessons from one of the most successful Facebook campaigns

Oreo’scultural mission

Page 14: Lessons from one of the most successful Facebook campaigns
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Print / OOH

Page 18: Lessons from one of the most successful Facebook campaigns

Giving lifea twist.

TheOreo’stwist.

Page 19: Lessons from one of the most successful Facebook campaigns

2012.A year to be remembered

A big year for Oreo.100th Anniversary

A unique opportunity to‘Celebrate the kid’s inside’

Page 20: Lessons from one of the most successful Facebook campaigns

A great iconic print campaign– Celebrate historical moment with an Oreo ‘twist’

Page 21: Lessons from one of the most successful Facebook campaigns

Historical Twists

Page 22: Lessons from one of the most successful Facebook campaigns

Historical Twists

Page 23: Lessons from one of the most successful Facebook campaigns

Historical Twists

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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.

Page 25: Lessons from one of the most successful Facebook campaigns

Oreo is not a 100 year old brand

It’s 100 year young

Page 26: Lessons from one of the most successful Facebook campaigns

The Daily Twist idea

Celebrating the culture of the day, every day.

Page 27: Lessons from one of the most successful Facebook campaigns
Page 28: Lessons from one of the most successful Facebook campaigns

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

Page 29: Lessons from one of the most successful Facebook campaigns

A social media based campaign

Page 30: Lessons from one of the most successful Facebook campaigns

FacebookAn example of Daily twist on Facebook

Page 31: Lessons from one of the most successful Facebook campaigns

TwitterAn example of Daily twist on Twitter

Page 32: Lessons from one of the most successful Facebook campaigns

PinterestAn example of Daily twist on Pinterest

Page 33: Lessons from one of the most successful Facebook campaigns

Microsite: The HubA microsite that houses all Daily twists with varying levels of consumer engagement

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Over the course of 100 days,Oreo established itself as aleader and pioneer in “real time”social media marketing.

Page 35: Lessons from one of the most successful Facebook campaigns

What did we get?Brand fame/statusBrand PurposeBrand relevanceBecame younger as the day went byExtend the appeal beyond families

Page 36: Lessons from one of the most successful Facebook campaigns

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

Page 37: Lessons from one of the most successful Facebook campaigns

Food for Thoughts

Learnings from an outsider

Page 38: Lessons from one of the most successful Facebook campaigns

Think about society not marketing

Page 39: Lessons from one of the most successful Facebook campaigns

SHOWGO BEYOND

WHAT YOU STAND FOR

PEOPLE WHAT

YOU DO

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Minimum investment, Maximum return

ReturnInvestment

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Have a clear

more than a detailed

vision

plan

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Act as a publisher

not a planner

Page 43: Lessons from one of the most successful Facebook campaigns

Remember that Small can get unexpectedly

big

Page 44: Lessons from one of the most successful Facebook campaigns

Competing against people

not brand

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Be to mistakes

Page 46: Lessons from one of the most successful Facebook campaigns

Its about them,

not you.

http://mashable.com/2013/07/22/royal-baby-twitter/

Page 47: Lessons from one of the most successful Facebook campaigns

FacebookVs

face-to-face

Page 48: Lessons from one of the most successful Facebook campaigns

Oreo caps off historical Daily Twist Campaignwith Live ad event inTimes Square

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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

Page 50: Lessons from one of the most successful Facebook campaigns

“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

Page 51: Lessons from one of the most successful Facebook campaigns

Breath life into your brand

Use social media to make them more ‘human’

Page 52: Lessons from one of the most successful Facebook campaigns

Thank you