I have already written two blogs about Oreo and made a lot compliments about the brand. For this post, I am still going to write about Oreo, because they really do a good job. We can learn how important it is to keep innovative and make good use of social media.
On February 8, 2017, Oreo started a new campaign called ” Oreo Dunk Challenge”. In this campaign, Oreo encourages people to take a photo or video of themselves dunking an Oreo cookie in milk an post it on Facebook, Instagram or Tweeter with the hashtag “#OREODunkSweepstakes”. People who take part in this campaign have the opportunity to win a prize trip and $2,000. Oreo invited celebrities like Shaquille O’Neal, Christina Aguilera to be the spokespeople of the campaign and made video to show off thrilling ways to dunk Oreo cookies.
Like in this video, O’Neal flies down a silk rope with a very fancy clothes and dunks the cookie in milk. His way to dunk the cookie seems a little exaggerated, but it’s true a very interesting and innovative video.
For Christina’s video, she rides a bike on a tightrope and dunks the cookie upside down.
These two videos show the extreme way to dunk the Oreo, of course on one will do it the same way. The campaign aims to bring joy and fun to people, which it definitely accomplishes. Since Oreo’s “Wonderfilled” campaign in 2013, Oreo always focus on making people feel fun when eating cookies, and want people to play with Oreo. They shot many interesting videos which are full of innovation and let people take part in their campaign.
The new “Oreo Dunk Challenge” campaign turns to be a big success. One of the video “Got your back dunk” has been played more than 2 million times and we can see the videos on the home page of Shaquille O’ Neal’s and Christina Aguilera’s Facebook accounts. When we search the hashtag #OREODunkSweepstakes on Facebook, we can see many videos posted by not only ordinary people but also other influencers.
As for the Tweeter, I searched for the data within the last seven days. There are in total 1,500 tweets with the hashtag #OREODunkSweepstakes that leave total impression over 8 million. I can’t find the data from February 8, but this campaign has lasted over a month, we can imagine how big the influence can be on Tweeter.
So what makes Oreo’s campaign a great success? The first and most important thing is innovation. The message they deliver and the videos they take are very innovative and joyful, which will keep people interested and curious. Start with a good idea means you are halfway to your success. Second is the good use of social media platforms. Oreo interacts with people through social media and makes people feel engaged. That engagement can make people feel more enthusiastic with the brand. Third is the celebrity. A good celebrity can help deliver the message very efficiently. Their influence on social media can be really helpful.