Oreo’s efforts to become more social media savvy have paid off. Today, Oreo’s Fa

Question

Oreo’s efforts to become more social media savvy have paid off. Today, Oreo’s Facebook community numbers more than 42 million in 200 countries. Oreo regularly sends a clever and entertaining suggestion for satisfying that sweet tooth using those same social media tools. To coordinate with its 100th anniversary, Oreo launched the Daily Twist, in which for 100 days its famous cookie was cast on Facebook in a series of cultural moments and stories tied to trending news. For its first promotion under this approach, a controversial rainbow-filled Oreo was created for Pride week. Later, a red cookie with tire tracks celebrated the Mars Rover landing. Then the king of cookies delivered an Oreo made to look like the king of rock and roll—Elvis—on his birthday. But the most successful post was one featuring an Oreo designed to look like the famous Tokyo Ueno Zoo panda Shin-Shin in celebration of the birth of a new baby panda, which reached almost 4.5 million views. The power went out at the New Orleans Superdome during the biggest sports (and marketing) event of the year—the Super Bowl. While the Ravens and 49ers took an unplanned time out, the Oreo social media team jumped into action. Within a few minutes, Oreo sent out a tweet that said “Power out? No Problem. You Can Still Dunk in the Dark.” Without spending a cent on expensive Super Bowl advertising, Oreo managed to reach a massive group. Although most of Oreo’s social media efforts are directed toward adults, many Oreo lovers are children.

(a) Based on how Oreo utilizes social media, what can other brands learn from Oreo in this regard? (b) To what degree should Oreo also have a focus on marketing directly to children? What are the risks and ethical considerations of such an approach?

Explanation / Answer

Based on Oreo's use of social media, other brands can learn how to leverage social media for effective marketing. Following are the notable tactics: The launch of special social media campaigns on an anniversary or other major corporate events. This can be done by posting special videos, launching a contest, a series of tweets, etc. The first strategy can be linked with festivities, special events, celebrity occasions, etc over a period of time. Monitor key sports and podium events and share special messages during the event's time-out, breaks, etc. Since a large part of the target audience for Oreo is children, the brand should try to extend its reach to this category via an advertisement in children shows, cartoons, play way events, etc. However, there are a few risks involved in direct marketing to children which are: Parents disapproval of direct marketing to children An unclear or wrong perception of the product image or its taste, etc.

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