A new twist on FacebookLessons from Oreo Daily Twist

How to make aCHILDISHCHEESY

OLD FASHIONED brand,TIMELESS & ICONIC?

It all started with acookie

Inside an Oreo, there’s not just cream.

A product truth.

A human truth.

Why it matters?

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

Kids have lost1 day per weekin free time*

*University of Michigan's survey Research Center

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

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

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

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

Wouldn’t a world be a better place?

Oreo’scultural mission

Print / OOH

Giving lifea twist.

TheOreo’stwist.

2012.A year to be remembered

A big year for Oreo.100th Anniversary

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

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

Historical Twists

Historical Twists

Historical Twists

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.

Oreo is not a 100 year old brand

It’s 100 year young

The Daily Twist idea

Celebrating the culture of the day, every day.

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

A social media based campaign

FacebookAn example of Daily twist on Facebook

TwitterAn example of Daily twist on Twitter

PinterestAn example of Daily twist on Pinterest

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

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

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

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

Food for Thoughts

Learnings from an outsider

Think about society not marketing

SHOWGO BEYOND

WHAT YOU STAND FOR

PEOPLE WHAT

YOU DO

Minimum investment, Maximum return

ReturnInvestment

Have a clear

more than a detailed

vision

plan

Act as a publisher

not a planner

Remember that Small can get unexpectedly

big

Competing against people

not brand

Be to mistakes

Its about them,

not you.

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

FacebookVs

face-to-face

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

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

“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

Breath life into your brand

Use social media to make them more ‘human’

Thank you