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OREO’s Daily Twist Campaign: Cleverness in a Cookie

Hi, my name is Todd, and I’m an advertising junky.  Don’t get me wrong, I fast forward through commercials with my DVR like everybody else, but truly clever advertising doesn’t just get my attention, as a marketer: it fascinates me.

Every once in a while an ad campaign transcends from being just advertising to something that truly connects with consumers.  And in case you haven’t seen it yet, I’d like to share one such campaign from this year with you.

To celebrate their 100th birthday, OREO cookies launched a viral ad campaign on their website and Facebook page entitled “OREO’s Daily Twist.  For each of the 100 days, from June 25 to October 2, the Kraft brand posted a new print style ad featuring their popular cookie cleverly themed as an ode to the day.  Drawing from current & historical events, popular culture & internet trends, obscure holidays, celestial landmarks, and more; each “ad” transformed the popular treat into a relevant and timely conversation piece.

refs-return

OREO took full advantage of its 30 Million plus Facebook fans and developed daily ads in a way that would drive a conversation on (and off) their page.  Prior to this campaign, the branded page was a mess of random comments made by users, most days in the hundreds, without any sort of direction or purpose.

Using Facebook’s timeline feature, it’s easy for anyone to go back a few months to see just how unfocused the OREO Facebook page wall was:

OREO Facebook Fail

With this many fans actively looking to engage with the brand, however, shutting down the user-generated posts without content to replace it would have been a complete waste.  So, OREO looked for a way to remain engaging with their fans while driving the conversation with content of their own.

It worked:

OREO Talk like a pirate day

Every day of the campaign brought its own clever way to introduce the OREO cookie into a conversation that would spread beyond the brand’s page.

OREO voter registration

As a result, taking full advantage of the engagement potential of their Facebook presence, OREO was able to memorialize their brand’s centennial celebration in a campaign that spread top of mind awareness through the power of popular culture.

OREO two faced cat

Featuring the cookie as the subject matter to convey a message, while not a groundbreaking idea, was often clever in its own right.

Mars rover lands OREO

Even if sometimes the ads seemed so effortlessly simple,

OREO Labor Day

or to the point of being tacky…

Grandparents day OREO

Yet they were hardly ever boring.

Blue Moon OREO

Overall, OREO’s daily twist was an aesthetic, fun, and engaging way for the brand to maintain its cultural relevance.OREO autumn

Was this the best advertising campaign this year?  While one of my favorites, probably not.  In fact, none of the “daily twist” ads were even the most popular thing OREO shared on its own Facebook during its 100 day run…

OREO YOLO

But it did make for a great ad campaign that properly commemorated the 100 year anniversary of OREO cookies, expanded brand awareness, and helped regain control over their Facebook page.

At the very least it makes for a fun retrospective look at 2012 through the eyes of America’s most dunk-able cookie…  100 days of it anyways.

What’s your favorite ad/campaign from 2012?

Expand Your Brand!



Todd Heim

Todd is the Digital Marketing Manager for QLP. He has over 10 years experience in marketing and can be a bit of a nerd about it. While Todd enjoys just about all sports, he would much rather be participating than spectating. He's also a bit of a movie buff, particularly B horror... If you want a decent horror/slasher flick to find on Netflix that you've probably never heard of, he's your guy. Connect with Todd on Google+ and Twitter.

Comments

  1. Amy Swanson

    Yikes! I had no idea OREO was that unengaged with their facebook fans a few months ago. Looking at these print ads now you wouldn’t think they had any problem interacting with fans because these are just too clever not to share.

    My favorite ad from them has to be the refs one not only because it’s so simple, but also because that was a huge day for celebration :) Seems like years ago that the strike was going on, but it was only 4 months ago!! Sheesh!

    This ad campaign is definitely one of my favorite from 2012. Thanks for finding all the other print ads, a lot of them I hadn’t seen yet!

    • Todd Heim

      Thanks Amy!

      That’s one thing about Facebook’s timeline feature, you can go back and see what brands did (or didn’t do) in the past… It’s quite revealing. And it’s clearly much better when the conversation has a driver, especially for popular brands like OREO!

  2. Eric

    Big props to OREO for recognizing how iconic their cookie design is, and giving it a daily spin not unlike the Google “Doodles.” Given how many historic events and holidays there are [globally], this marketing strategy could almost prove limitless. I have to say, more than anything, though, that I appreciate a campaign driven prominantly by simple, graphic visuals. Well played, OREO. Well played.

  3. Craig

    That’s shows how much creativity and changing patterns can grab the attention of your customers. Oreo has clutched up the nerves of marketing and promotion by re-defining its design. It also engages in brand to maintain the cultural relevance. It also shows that simple efforts could bring changes by leaps and bounds to your brand. The daily twists are necessary as it shows that they are highly focused about there product and are creative in there prospect. This is something good.

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