Over the past few years, Oreo have developed a very strong digital presence across a large range of media sites.They have firmly grasped the concept of agile marketing, while developing a strategy to use it to the best of their advantage! Agile marketing responds to real time events and prefers to react to change over following a set plan. Agile marketing plans to improve the speed, predictability and adaptability to change of the marketing function. It welcomes change and believes that adapting quickly to change gives a competitive advantage. This requires a lot of work to stay up to date with events and constantly ensure that the marketing team stay in line with brand values. Oreo are one company who have continually achieved positive results by using this method through use of all major forms of social media from facebook and twitter to instagram, Pinterest and Vine.
Lets take a look at how Oreo have used each social media site to effectively promote their product:
Twitter: Probably the most memorable example of agile marketing in the last few years came during the 2012 Superbowl when a 34 minute blackout forced the match to stop for 34 minutes! The creative team spotted an opportunity and they jumped on it. Within minutes they had posted a simple ‘tweet’ stating “You can still dunk in the dark”. This quick response to a real time event lead to 15000 ‘retweets’ within 14 hours and 20000 facebook likes, eventually reaching over 35000 retweets. This success lead to many more campaigns based on real time events from the Oreo team! How did they achieve this? They had a 15 person social media team at the ready to respond to whatever happened online! Now keep in mind that this was in an environment where many companies are paying up to $4million for a small section ad to run during the interval, the big winner here was Oreo!
Oreo also capitalized on the release of the Playstation 4! Quickly putting up this simple tweet which soon got a response from Microsoft!
Facebook: Oreo’s superbowl advert was also a huge success on Facebook, however lets take a look at another example from when the Dublin Marathon was hitting the streets last year!
Instagram and pinterest: Oreo really know how to utilize Instagram and pinterests image sharing platforms, by making their channel attractive to fans! From recipes to projects for rainy days to pictures of the company not taking the product too seriously! As a company who know how to have fun they really thrive in this environment!
Oreo post many quick and simple recipes and tricks on their vine page and have attracted a large fan base!
Oreo have conquered all levels of social media through their creative marketing team and reaction to real time events and continue to do so!