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oreo brand personality

“You couldn’t even look deep inside them and see what they stand for.”. Therefore, Oreo has acknowledged the Social Feedback Cycle in that way has allowed the brand to use their social media platforms to further connect and interact with consumers. I always look at their Instagram posts a little longer because they’re unlike anything else I see or follow. There is one cookie, in particular, that has made its way to the hearts of many around the world, and that cookie is Oreo. ( Log Out /  Change ), You are commenting using your Google account. Oreo is clearly expressing their brand personality on Vine and YouTube through their few second clips that related to every holiday and major calendar event. I think that it’s important for brands to have the relationship with consumers the way Oreo has created with their own followers. Our articles are written and read by technologists, innovators and industry influencers, while our core mission is to provide opportunities to young professionals and upcoming entrepreneurs. With OREOiD, you can customize your own OREO cookies, gifts and more. In the article, “Social Media and Customer Engagement,” the author Dave Evans describes the social web as a game-changer because it’s no longer just about social marketing and advertising. They have certain traits, as they can be anything from funny, quirky and exciting, to honest and inspirational. Finally, collaboration is when the brand and consumers work together to design and create something. The platform allows the brand to run with all the possibilities of content they can create and it definitely has broken through the clutter. On Instagram, Facebook, and Vine many consumers are in the curation step because they’re simply liking and sharing the brand’s posts. And although this interactivity with other brands is a novel and amusing experience, it’s the personal and immediate engagement between Oreo and consumers that has increased brand followers and brand loyalty. Oreo set a new world record. They accomplished this by building a brand personality that took Oreo from being an old school advertiser to a modern content creator. We like to think that his success is down to his playful, irreverent and funny personality (as well as his musical talent, of course)—which makes him a perfect fit for the Oreo brand. And these conversions will end up impacting their purchasing decision. “With a few deft social media moves —including a game-changing Super Bowl tweet [see below] —the cookie became the crumbly, creamy embodiment of the conversational, in-touch brand.”. Personally, Instagram is the social media platform where Oreo had gained myself as a follower. Every Oreo cookie, aside from Double Stuf, Mini Oreos, Mega Stuf, and Oreo Thins, is exactly 71% cookie and 29% cream. In 2013, Oreo changed it’s image and marketing strategy in order to give America’s favorite cookie a “personality.” After this Oreo became the standard for delivering real-time marketing .The new brand personality was definitely shown in the famous Superbowl 2013 Blackout Tweet, which presented the essence of this conversational, in-touch brand. OREO by you. “I think there are a lot of cookies that don’t have much personality at all,” Jill Baskin, head of advertising for Oreo, said in an interview for Fast Company. Change ), You are commenting using your Facebook account. Before that, she was the managing editor of a startup magazine in Austria. And a birthday cake flavor and a … The brand also uses this platform to share thousands of Oreo recipe ideas, which is especially important with Pinterest users. As stated before, Oreo has different strategies for each social media platform that affects how they engage with consumers therefore placing the brand between the curation and creation steps of the engagement process. Some of the social media platforms Oreo is utilizing are Twitter, Instagram, Facebook, Pinterest, Vine and YouTube. js.src = "//connect.facebook.net/en_US/sdk.js#xfbml=1&version=v2.9&appId=309357006078154"; The 34-year-old pop star teamed up with Oreo on the limited-edition snack. Level 1: the feeling of boredom, fatigue, and apathy. The Social Feedback Cycle is the new way marketers must target to their consumers. The campaign was super successful because each picture merged popular culture and advertising in real time by taking the current news on that specific day. Oreo has got a very distinct and unique brand personality. This personality has been shaped because of a very unique brand voice. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. The four steps in the engagement process are consumption, curation, creation, and collaboration. Mina holds an MA degree in Media & Business, and is particularly excited about the new trends in digital journalism. The set rhythm of posting multiple times per week has grown Oreo’s following to 1.5 million followers and no less than 20,000 likes on each post. Think back to Oreo: a cookie with its own black-and-white look, a unique voice and a memorable personality. Our website uses cookies to improve your browsing experience. Level 4: Life experienced at the moment, one day at a time. js = d.createElement(s); js.id = id; Creation occurs when consumers post something about the brans that they’ve created themselves. Oreo’s Facebook page is used as a platform for daily cookie and brand updates. After all, it took the brand one viral tweet to show its customers that it intends to be there for them, even when they least expect it. Oreo, not just a choco­late-fla­vored wafer with a sweet cream fill­ing, scored 50 per­cent high­er than aver­age in met­rics like “is always think­ing about how to make me hap­py” and “has a per­son­al­i­ty I like.”. For them vanilla crème between 2 cocoa sandwich meant only Oreo and this is the kind of Brand recall associated with the brand. Seth Adler: It's also an experience in and of itself, to- All rights reserved. http://www.fastcocreate.com/3037068/the-story-of-oreo-how-an-old-cookie-became-a-modern-marketing-personality, https://econsultancy.com/blog/63908-how-oreo-owns-social-media-through-twitter-instagram-vine-and-pinterest/. Oreo’s famous tagline “Milk’s favorite cookie” has been used in their campaigns for years. “Developing a content strategy that exceeds the expectations of your audience is vital for you to stand out among the best in your industry,” writes Te-Erika Patterson. To date, Oreo’s Facebook has about 42 million total page likes and 116,000 people talking about Oreo. He says that there’s a loop from expectation to trial to rating to sharing the actual experience, which are all now apart of almost every purchase and conversion decision. By typing Oreo on the search box, Google’s predictive results are the following: oreo, oreo brand personality, oreo balls, oreo truffles. In addition, Oreo is able to acknowledge their brand’s loyal followers on Pinterest by showcasing consumers’ own pictures. •happy and delicious when eating Oreo Self-Expressive •satisfies nurturing by feeding children nutritionally balanced cookies •satisfies the imitation need that kids watching the Oreo ads on TVs while the •other kids are enjoying " Twist, lick, Dunk " 10. oreo™ “wonderfilled” OREO’S™ BRAND PERSONALITY OREO™ COMPETANCE: • 61 FLAVORS & SIZES • GOOD QUALITY SINCERITY: • CONSUMR CENTRIC • INNOVATVE • WELL VALUED • GLOBAL PRESENCE • INCLUSIVE EXCITEMENT: • DISINCTIVE IMAGERY • WELL KNOWN FOR DECADES • BRINGS PEOPLE TOGETHER IN HAPPY MOMENTS Oreo’s presence on Twitter so far has resulted in over 805,000 followers with 22,900 tweets. They stand for something bigger than a product itself; they have a mission – whether it is to entertain, educate or inspire. Therefore the new sources of information—consumer-generated content and opinions posted on social media—are referenced alongside traditional media in order for consumers to make and fully commit to purchasing the product. After looking at the four-step engagement process, Oreo’s engagement is between the curation and creation steps since consumers are interacting with the brand differently on different platforms. Kraft, which owns brands like Velveeta and Oreo, is making the announcement at the Consumer Analyst Group of New York Conference, currently taking place in Boca Raton, Fla. The key to consistency lies in establishing and implementing a convincing content strategy that brings everything about a brand’s personality – appearance, tone of voice, and expertise, among others – into one coherent whole, and spreads it across multiple communication channels. So, it might seem like Oreo is coming up with wackadoodle flavors out of left field but, in reality, they're counting on the novelty of these flavors to solidify their fan base. Mondelez International’s global head or marketing Bonin Bough. The one thing we know for sure is that Oreos were conceived of in 1912 at the National Biscuit Company (Na-Bis-Co) — as a competitor to the then-popular Hydrox cookie, made by Sunshine Biscuits (via CNN Money).But the brand, now owned by Mondelez International, has kept Oreo's origin story close to the chest. Ogilvy, the world’s best advertising agency, is known for its peculiar brand personality. Overall, I truly love watching how Oreo has grown from America’s favorite cookie using traditional TV advertising to a cookie that’s Wonderfilled that can be explored across the social web. In an era in which brands were told they should be acting like people, Oreo had suddenly developed a real personality. Oreo is also able to respond and interact with the other brands via Twitter. One of brand’s best Vine campaigns played out during Halloween of 2013 when Oreo created a Vine video series spoofing classic horror films featuring their cookies. Get your MBA online with EU Business School! It also created an Oreo DJ Mixer that works with Double Stuf cookies. The brand’s creative agency, 360i, designed the packaging and also a video based on the show’s opening sequence. In 2011, the brand was the first to attempt a record for most likes on a Facebook post in 24 hours . By continuously releasing humorous and creative media, Oreo has associated itself with playfulness and witty commentary. Since then, Oreo has continuously been able to use social media as a tool to reach and connect with consumers. Therefore, consumers are creating their own original content about Oreo and accomplishing the creation step of engagement. 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