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© 2016 - 2020 AlphaGamma. Oreo has got a very distinct and unique brand personality. Personally, Instagram is the social media platform where Oreo had gained myself as a follower. Oreo set a new world record. All rights reserved. •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. In addition, the brand posts Oreo recipes and stories that show consumers the brand is expressing its personality by not taking itself too seriously. Every Oreo cookie, aside from Double Stuf, Mini Oreos, Mega Stuf, and Oreo Thins, is exactly 71% cookie and 29% cream. And not just that. Oreo has a very strong brand whose brand personality are the kids enjoying Oreo moments with their parents. Consumer Behaviour (Our Take ) - 4 Slides (2 Min) 2. OREO.com has everything you want from your favorite brand - recipes, OREO cookies, Personalized gift, merchandise, and brand purposed Toggle Nav. Presentation Agenda My Presentation Topic Life cycle of the brand – OREO From inception to growth phase 1. Even though the brand doesn’t have a strong following on Pinterest, Oreo is able to directly engage with existing consumers who are generating their own content about the brand. After analyzing Oreo’s social media strategies, we see that much of their success stems from producing culturally relevant content posts that are also spontaneous and unexpected. This is a great strategy for Oreo because they’re strengthening the relationship with current consumers while capturing new customers, who trust other consumers’ opinions. In an era in which brands were told they should be acting like people, Oreo had suddenly developed a real personality. 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. They stand for something bigger than a product itself; they have a mission – whether it is to entertain, educate or inspire. Ready for a big step in your professional and personal life? In 2011, the brand was the first to attempt a record for most likes on a Facebook post in 24 hours . Well, Oreo has been a treat that’s been around for over 100 years so it’s necessary for them to adapt to the changing market in order to effectively reach their consumers. Before you get your “101 best jokes” book out and call yourself a comedian, take a look at brands who have already mastered the art of comedy though social. Two chocolate disks with a crème filling in between has inevitably become the number one selling cookie in America for decades. Change ), You are commenting using your Facebook account. The short video alone wracked up to over one million views on YouTube. Although, as a very inquisitive math class found out, Double Stuf actually equated to about 1.86 times the amount of cream of a regular Oreo and Mega Stuf holds about 2.68 times the amount, according to CNN. AMC v. Oreo: The Backstory. Don’t believe us? David Just, a behavioral economist at Cornell University, agrees with Stanton, adding that Oreo is “building this personality behind its brand,” a marketing philosophy that has … AlphaGamma is the place where young professionals look for information, innovation and inspiration in the fields of entrepreneurship, business and finance. 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. }(document, 'script', 'facebook-jssdk')); Mina Nacheva is a freelance journalist and content strategist, working with startups and small businesses from around Europe. Evans describes how the classic purchase funnel is connected to digital word-of-mouth via social media. Oreo If Oreo is the king of agile marketing, then Twitter is its crowning gem. It also created an Oreo DJ Mixer that works with Double Stuf cookies. They sometimes get political Aaron P. Bernstein/Getty Images The OREO cookie brand has taken the world by storm and its popularity only continues to grow year on year. Even though they are happy with their lives and admit mostly every facet of it, they are used to taking complete control of … Think back to Oreo: a cookie with its own black-and-white look, a unique voice and a memorable personality. Twitter has truly become the home of Oreo’s marketing strategy. fjs.parentNode.insertBefore(js, fjs); Receive the latest articles, news, events, business & career opportunities to your inbox! Curation is the act of rating, reviewing, tagging, commenting on, or otherwise describing content that will make it more useful for other’s purchase decision. The secret to Oreo’s Instagram success is using the cookie itself as a blank canvas that the brand isn’t afraid to mess with. Social media is not a short-term term media channel but a completely personalized channel that brings awareness and collaboration with customers. I enjoy seeing the brand’s colorful and interesting pictures. Since this list is based on a prediction by Google, it can be assumed that these are the terms searched most frequently. For more business tips, check our entrepreneurship section section and subscribe to our weekly newsletters. Level 2: treating life as a game or fun. Oreo’s famous tagline “Milk’s favorite cookie” has been used in their campaigns for years. Oreo also has a series of Vines called #OreoSnackHacks that displays the cookie in bizarre but delicious recipes. This personality has been shaped because of a very unique brand voice. Oreo’s presence on Twitter so far has resulted in over 805,000 followers with 22,900 tweets. Level 1: the feeling of boredom, fatigue, and apathy. var js, fjs = d.getElementsByTagName(s)[0]; Here’s the scoop. They accomplished this by building a brand personality that took Oreo from being an old school advertiser to a modern content creator. Ogilvy was founded by … which have helped the brand grow. Therefore, “why not offer content that educates, informs and helps your audience develop holistically, creating a one-stop digital media empire they can’t turn away from?”. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. Brand personality has been defined as the human characteristics or traits that can be attributed to a brand. Actualizers are perfectionists who exactly know what they want to have and how to achieve it. In my opinion, I think Oreo has done a great job relating to consumers via social media. “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. Corporate brand personality is a form of brand personality specific to a corporate brand. ( Log Out /  Before that, she was the managing editor of a startup magazine in Austria. Now, why is a brand personality so important? ( Log Out /  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. Vine and YouTube are two video platforms that the brand has been able to engage with consumers through brief, animated videos. For them vanilla crème between 2 cocoa sandwich meant only Oreo and this is the kind of Brand recall associated with the brand. There is one cookie, in particular, that has made its way to the hearts of many around the world, and that cookie is Oreo. if (d.getElementById(id)) return; The answer is that 360i is creating a brand personality and is bringing it to life via social media. This shift in marketing communications to social business has made a significant impact on the consumer decision process and thus marketing as a whole. They have certain traits, as they can be anything from funny, quirky and exciting, to honest and inspirational. Oreo’s clips and videos tell a story that can’t be portrayed in a single picture. They're made with pink-colored Golden Oreos and green-colored creme, and have embossed designed inspired by … Mondelez International’s global head or marketing Bonin Bough. The key to a strong content strategy, and as a result to building up a coherent brand personality, lies in the ability of the brand to always be there for its customers – whether in words, videos or images, on their own site or on social media. So how does the Social Feedback Cycle relate to Oreo and their social media strategies? Since 1912 Oreo, made by Nabisco in East Hanover, NJ and a brand of Kraft Foods, has a been a true innovation. Finally, collaboration is when the brand and consumers work together to design and create something. They’re round, they’re square, they’re delicious. This is because consumers are making their own recipes or doing other Oreo-related activities and then sharing it with other consumers through pictures and posts Pinterest. The Oreo catalog extends far beyond the ordinary—the Nabisco brand frequently updates its flavor catalog with new, seasonal, and limited-edition options. 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 – My Topic. 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. Oreo has been able to achieve a phase of engagement where consumers are so excited about the product and the brand that they actually want to create their own content and post it on their own social media pages. The platform allows the brand to run with all the possibilities of content they can create and it definitely has broken through the clutter. Just describes this approach by Oreos as "building this personality behind its brand." Get your MBA online with EU Business School! And a pistachio thin Oreo. 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. Think back to Oreo: a cookie with its own black-and-white look, a unique voice and a memorable personality. Oreo has been having all sorts of fun on Instagram both with the product itself and their followers. The brand also introduced the Oreo Music Box—a miniature turntable that plays music when you put an Oreo cookie on it. You decide). One of their many big successes utilizing Facebook has been the Daily Twist campaign for the brand’s 100th birthday. The brand’s creative agency, 360i, designed the packaging and also a video based on the show’s opening sequence. “In 2013, all of a sudden, Oreo was the standard bearer for ‘real-time marketing’,” writes Danielle Sacks in the same article. Conversions will end up impacting their purchasing decision with consumers have found a way to the! Social, financial and environmental sustainability & impact a shot of the Feedback! Cookies to improve your browsing experience cookie and brand updates i always look at their Instagram posts a little because! Find campaigns like Wonderfilled and Snack Hacks after typing Oreo oreo brand personality these are kids. Prediction by Google, it can be attributed to a brand personality been... 4.5 million video loops with just 66 posts Change ), You can customize your Oreo! Sorts of fun on Instagram both with the brand 's social media personality important! 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