Every month ion Leap, the NJ content marketing agency, will be posting a new Content Marketing Rock Star –
a company who’s doing a lot right. This month, we’re giving props to Oreo.
Inventive social media introduced us to Oreo’s content. Nobody can forget the VERY timely, yet still creative and on-brand Super Bowl tweet. Their interactive and out-of-the-box-thinking drew us to the rest of their content story.
Finding Nostalgia in Oreos:
Much of their content revolves around this left-turn, campy “Wonderfilled” campaign, it feels warm and fuzzy, just like when you shared Oreos with your dad late at night as a kid (the focus of one of the versions of the song). It’s nostalgic, warm, and just a little off-the-wall.
Oreo’s general tone in their social media and content marketing is just that; they almost feel like an old friend. They’ll make you giggle, but still want to see all those adorable pictures of your baby eating Oreos.
In General – Oreo covers all the bases and covers them well. Alongside traditional food-type page features like recipes (including such categories as Beverages and Parfaits, who knew?) and a separate products page, Oreo also highlights what they call a “Moments Gallery” in which people send in their family pics that are associated with Oreo. Making the consumer famous is never a bad idea.
YouTube – Much of Oreo’s current campaign revolves around YouTube. They feature versions of the “Wonderfilled” songs – one about an Oreo saving a relationship, another about changing the infamous tale by giving the Big Bad Wolf an Oreo to make him just a little happier, etc. They have partnered with Owl City to make the “Wonderfilled” anthem, and other YouTube stars to produce different versions of the song. Great content generation tactic.
Facebook – If you’ve read our blog “Pics Get the Clicks,” you know where we stand on images in social media. Hint: they’re everything. Oreo has this down pat. With one campaign in particular, they highlighted a new “holiday” regularly such as “Talk Like a Pirate Day” and celebrating “40 Years of Pong” with creative, Oreo inspired images….as if you weren’t hungry enough already….
Twitter – As previously mentioned, Oreo’s Twitter feed is known for timeliness. The Super Bowl Blackout was an epic win for them, but they do it on a regular basis, creating Oreo incorporated images for real-time (or next day) sporting events and news stories. They also take cues from pop culture for relatable (and highly sharable) images. We found Oreo’s creative social media presence during a tic-tac-toe fight with Kit Kat over a fan’s affection. Sure, Oreo didn’t start it, but they sure ended it.
Guerrilla Tactics – Oreo set up a massive takeover of NYC in which acapella groups set up camp all over the city and sang the “Wonderfilled” songs to the delight of commuters. Here’s their video of the event.
Just like your mom taught you, no one is perfect. This applies to content marketing as well. Even with expert teams and endless funds, no one can do everything right. Herewith, a few areas for improvement.
Pinterest – Although they do have an Instagram account, Pinterest could be a great place to house all their media (Instagram pics, user generated pics, Wonderfilled videos, social media images, etc.) Unfortunately, they do not take advantage of Pinterest at all, let alone as a home-base for all content.
Google+ – Oreo does not have a G+ page either. While it could be treated as “just another version of Facebook”, it has the added benefit of Google AuthorRank. Which brings me to my next point…
A Blog – Sure, maybe Oreo or its employees don’t need to prove that they are credible cookie-creators but taking a key-phrase driven route in even their recipes could help them intersect with new consumers. People who search for “cake recipes” may decide to try an Oreo cake on a whim because they found it online. Make the recipes actually do some work for you, instead of having them as fluff.