100 Differenf OREO Doodles in 100 Days
Celebrate an anniversary with a creative ways is not hard for OREO–One of brand from Kraft. On 2012, Oreo made an engagement creative content on social media. The based ideas from this campaign were designed to celebrate 100th birthday with the culture of the day. Each morning, over 100 days, they spread a news stories with a creativity, humor and inspiring character. For example, to commemorate Pride week, they created an image of a six layer OREO with rainbow creme. The others topic were the release of “The Dark Knight Rises”, the Psy movement, talk about like a Pirate Day and also “Elvis Week”.
Trending news stories were given a playful OREO twist and sent out through the microsite, Facebook page, Pinterest and also Twitter feed using the #DailyTwist hastag.
How about the results? 433 million Facebook views with +280% increase in Shares, creating 231 million media impressions and making OREO the brand with the highest buzz increase in 2012.
Four digital Agency collaborate to developed this campaign. They are DraftFCB, 360i, Weber Shandwick and MediaVest. The campaign was started from 25 June until 2 October 2012. From this campaign, OREO won the Blue Award at Facebook Studio Awards. They has also won Gold for Social Media, Silfer for Content and Contact, Bronze for Engagement at the Clio Award, Gold, Silver and Bronze at the Effie Awards, Gold at the Andy Awards.
When you saw the image that they created, you can’t found the question about “How do you think about OREO” or asked the audience to buy an OREO. That’s because this content was made to give an audience something interesting or value and to made them feel good.
From this campaign, we could see what the audience wants nowdays. They need a content to tell them a story and inspire them to take an action. They also need the content to makes them laugh or smile. The content that can remind them about dreams can come true. Of course, we need to sell a product. But, we can make in the different ways with not make them feel “annoying”, or “interruptive”. We could engage them with the “cool” content so they can have the interest that we can give to them.
You can also watch the OREO DAILY TWIST Case Study.
by @sihijau
Content Character 