Not bad, Oreo

I must make a confession: I only ate the cream filling of Oreo cookies as a child. In fact, I didn’t like the chocolate cookie at all. I’m not really alone in liking only one aspect of the cookie, and yet something about Oreo keeps us picky eaters coming back for more. I think this guy understands.

Fortunately for me, I don’t have to become a physicist and build an apparatus to only eat the cream. That’s because when Oreo began launching all sorts of flavors, my favorite Oreo’s Golden Oreos from the 2004 launch, my 12-year-old dreams were fulfilled.

Then it hit me: Everyone loves Oreo because Oreo always gives people what they’d like to see (or eat, in my case). And with the advent of digital media, Oreo is among the top commercial brands in the industry that has adapted to technology in a way that upcoming entrepreneurs can only dream of.

Take for instance the tale of Laura Ellen and how her tweet of her love for Kit Kat and Oreo spawned one of this year’s best social media “marketing wars.”

Oreo, among the top brands on Facebook with 34 million “likes” this year, not only managed to “best” Kit Kat and give us a fun show, but was also able to do so without insulting the opposing party. Basically, it was on like Donkey Kong!

This quick and fun little fight gained a lot of buzz from people. It reminded me of its old commercial with the Williams sisters versus the Mannings, hence my odd Nintendo character reference if you recall the skit. I find it clever given that Oreo’s strongest social media presence, by the “numbers,” is Facebook.

On the other hand, Oreo’s marketing team must use tons of money and brainpower to develop campaigns based on pre-planned events and holidays. Oreo nonetheless has a knack for personalizing it’s marketing within a given day or two.

What’s interesting about Oreo’s digital brand is how they often share the same content on Facebook, Twitter and Instagram.  You’d also think they’d have as many followers on Twitter and Instagram as they did “likes” on Facebook for that matter.

What makes Oreo’s Facebook page so popular however is the several apps available. Whether it’s “Oreo Land” or “Sejuta Momen Seru Oreo,” Oreo’s Facebook apps are as diverse and interactive among users as the consumers themselves. People can play games or share photos on some apps, and languages for apps range from English to Indonesian.

Admittedly, I think Oreo could find bigger ways to explore how users interact with their brand on Twitter (190, 984 followers) and Instagram (101, 868). While these numbers are really impressive relative to companies barely pulling for 1,000 followers, perhaps Oreo should build a marketing plan on these two platforms that engages people based on what’s getting the most attention in the media.

Oreo’s Twitter platform succeeds in utilizing both clever YouTube videos and real-time marketing, e.g., this year’s Superbowl power outage. The only thing I recall really driving Oreo’s Instagram was their #OreoPetShow where pet owners shared pictures of their four legged companions and that ended in April.

Whatever they develop next, I look forward to it just as much as I do their witty updates and non-chocolate sandwich cookies.

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