Social media marketing is presently one of the most powerful tools at a brand’s disposal for reaching out to their target audience. As a result, it is crucial for companies to recognise and appreciate the value of visuals in social media marketing. Graphic Design is becoming extremely important in not just promoting brand visibility and awareness, but also in grabbing the attention of users.
In 2011, Cadbury Oreo made its debut in the Indian biscuit industry. Initially, the brand spent a major portion of its advertising budget on television and OOHs to persuade customers to purchase the modern cookie and move beyond its image of just another American cookie. Cadbury Oreo extended its worldwide concept of “twist, lick, dip” to India while tackling numerous big names like ITC, Parle, and Britannia. The brand kept the narrative intact while focusing on the theme of “togetherness” and “playfulness.”
Oreo embarked on a journey to spark curiosity and quirkiness in customers’ daily lives. This was done not only through imaginative fun with the cookie but also through every available communication avenue. It included digital, print, TV, outdoor, and broadcast, to promote the message, which was implemented in a big way on social media.
The brand is fast to jump on the next trend, use moment marketing, share GIFs, and create occasion-based pieces of content on social media, making it as engaging and human-centric as possible in order to speak the language of the common people. These are some of the highlights from their social media marketing:
- Incorporating Oreos in Doodles
At major sites in Mumbai, Delhi, and Bangalore, interesting Graffiti artworks conveying playfulness through the unique perspective of Oreo were installed. The graffiti idea was expanded to social media where with the #DoodleIt activity, the brand urged fans to create intriguing and original doodle art around the Oreo Cookie and upload their artwork on the brand’s social media handles.
Oreo announced the challenge with an animated video with the tagline, ‘One Oreo, Many Doodles’ and ‘Stay Playful’. Fans came up with some really amazing doodles that were shared across social media channels and appreciated. The brand does not use doodles just for these contests but rather, also for moment marketing and to celebrate occasions like father’s day or Durga Puja.
- Playful and Imaginative Campaigns
Oreo has launched many successful campaigns across different social media platforms but the visuals have played a key role in defining their success. They launched ‘At Home With Oreo,’ a campaign to provide individuals with a variety of ideas to help them keep their fun spirit alive. Oreo got the ball rolling with an in house film encouraging parents and children to make their homes their natural playground.
In India, Cadbury Oreo launched the ‘Play with OREO’ campaign to encourage people to be playful and appreciate the little things in life. The company is on a goal to inspire creativity and playfulness in customers’ daily lives, not just via creative fun with the renowned Oreo biscuit. Oreo used a 360-degree marketing effort to promote the concept of “playfulness” to its consumers across the country.
By taking a pledge to build and treasure the much-needed instances of fun with their dear ones, the Oreo Play Pledge encouraged families to promote joyful bonds. Since its inception in January 2021, the campaign has inspired thousands of families to take action and make a difference. As a result, over 2 million commitments were registered on the microsite and across the brand’s social media platforms.
Their social media networks were full of inventive ways to keep playful. The goal and result was to create entertaining interactions — albeit online — with friends, families, and, of course, Oreo, through anything from recipes to games, doodles to challenges, and some emerging formats.
- Creating Magic Through Gamification
Gamification can be used in interactive advertisements to combine ad units with an engaging experience or to incorporate gaming features into non-gaming situations. People remember your brand if you provide an immersive and relevant experience with it.
Cadbury Oreo has a range of games on their social media account which includes Unjumble — Guess the dish or Find your way to the Oreo. When they launched Limited Edition play-packed alphabet-embossed cookies, they promoted it by saying, every word(le) becomes a code for play.
They also actively create polls on Twitter that do a great job of increasing engagement. They might ask, “Which would you rather do?” in the form of a visual, for example. If you’d rather sleep on a bed of Oreo cookies, press “retweet,” according to the brand. They suggest that you press favourite if you just want to dream about Oreo cookies. In any case, they’re encouraging followers to interact with their post in a fun way, which countless people did.
The Oreo slogan, “twist, lick, dunk,” has become a rite of passage for many happy family occasions. The Cadbury Oreo marketing journey has been a success so far, thanks to a deliberate play on brand awareness and targeted distribution. Oreo employs content marketing to establish a presence in the minds of consumers. It ensures that the material is relatable and unique in order for customers to engage with and relate to it.
It’s no wonder that this generation is bombarded with professionally produced visuals for commercials and promotional materials. After all, they make up a large segment of social media users who spend a significant amount of time online. As a result, if your posts on social media, ads, or other visual elements don’t meet their expectations, you’ll have a hard time catching their attention.
