Social Media Campaign Review: The Oreo That Was Unique

Lick twist, swirl, snap and dunk are just some things Oreo has urged people to do for a long time now. Since 1912, when Oreo’s first cookie was sold and the brand quickly emerged as the World’s favorite cookie, Oreo has been a part of memorable family moments.

With sweet, family-fun at the core of its campaigns and messages Oreo has always worked towards positioning its cookies as high on taste and happiness quotient.  Here is a look at 'The Oreo That Was Unique' campaign on Facebook.

Objective

From Snap and Swirl, which was one of the recent apps Oreo used to create magic on Facebook, Oreo and Webchutney (the people behind Oreo’s new campaign) have now come up with “The Oreo That Was Unique” campaign. 

The objective of the campaign was to go blend the two brand messages: 'Celebrate the Kid Inside' (OREO) and 'Share Happiness' (Swirl's), hitherto propounded by the company. The magic of storytelling and an adventurous twist were at the core of this endeavour.

Execution

The campaign was implemented by making OREO fans follow an OREO on an adventure with a Facebook app as they tried to figure out the meaning of true happiness - and ultimately reward  users at the Swirl's store.’

The prelude was:

This was the Story of the Oreo that was unique.

The true meaning of happiness it would seek.

Week after week, out of the pack it would sneak.

To set out on new adventures, so to speak.

Users followed the OREO through 4 chapters spread over week.

The Oreo that was the Moon threw up questions whether Happiness could be found in admiration.

The Oreo that was a Time Machine was about figuring out what the right time for Happiness was.

The Oreo that was Gold pondered on whether Happiness could be bought

And with the final chapter, the fans learnt something new about happiness, in the form of a simple revelation that Happiness can be found in sharing a cup of Oreo Swirl's with a friend.

Users were asked to share this story of happiness on Facebook through an app, and were then rewarded with a cup of OREO Swirl's that they could share with friends.

Positives

The campaign succeeds in creating a unique user journey. Storytelling and adventure is a match made in heaven and it works towards recreating Oreo’s essence as a brand which is about sharing and spreading happiness.

The concept is simple; child like, quite in line with Oreo’s branding and advertising strategy so far.  All one has to do is share the fascinating, simple, short and sweet story and you are rewarded at the Swirl's store.

Navigation through the app was smooth.

Scope for Improvement

With a relatively short attention span on social media these days, I wonder if expecting people to follow the Oreo story as it unfolded over one week was the best idea. Perhaps adding a touch of interaction through various steps or stages in the story where participants could get involved or weave their own story might have been more effective?

Conclusion

Overall, the campaign was creative, different and in-line with the brand’s central advertising theme 'Celebrate The Kid Inside' (OREO) and the prize on offer a cup of OREO Swirl's that they could share with friends celebrates the 'Share Happiness' (Swirl's) theme. The online campaign and the offline prize complement each other and have both grounds covered.