By the end of the 100 days, Oreo became a living, breathing part of culture – and people (especially Millennials) looked at the brand in a completely new way. According to some of our industry colleagues, we “set a new standard” for marketing in the digital age.Fan engagement soared. We saw a 280 percent increase in Facebook shares and 510 percent increase in re-tweets on Twitter. The content series garnered more than 1 million Likes on Facebook - or 10,000 Likes per post, on average.Oreo became a fixture in the press for the duration of the campaign, earning praise and mention from outlets like the New York Times, Huffington Post, Mashable, ABC News, CNN and BuzzFeed. These and thousands of other placements produced more than 230 million earned media impression
PR Best Practices: Social Media
Traditional advertising can become white
Brand’s message does not resonate with the
70% trust opinions from strangers online
Endorsement & increased loyalty
More receptive to shared content
Establish brand voice/personality
Acquire an audience
Interact with other brands
Encourage audience engagement
Establish a community
Share valuable information
Be LIVE: social media is evolving traditional
advertising in to real time PR
35MM likes on Facebook
Over 286K followers on Twitter
“You can still dunk in the dark”
Daily Twist Campaign
◦ 280% increase in Facebook shares
◦ 510% increase in Twitter re-tweets
◦ Media outlet attention
Over 8MM concurrent live streams on YouTube
3.2MM Tweets on certified hashtags
22,000 photos on Instagram
Over 1MM Likes on a Facebook photo
Barry, Chris. "Putting Social Media to Work." Bain & Company. Bain & Company, 12 Sept. 2011.
Web. 13 Feb. 2014.
"Consumer Trust in Online, Social and Mobile Advertising Grows." Nielsen Newswire. Nielsen, 10
2012. Web. 16 Feb. 2014.
"Cool Cookie." 360i. 360i, n.d. Web. 13 Feb. 2014.
Fidelman, Mark. "Study: 78% Of Salespeople Using Social Media Outsell Their Peers." Forbes.
Forbes Magazine, 19 May 2013. Web. 14 Feb. 2014.
Kitchen, Michael. "CNN Twitter, Facebook Accounts Hacked." Fox Business. Fox News, 23 Jan.
2014. Web. 13 Feb. 2014.
"Nielsen Social Media Report 2012." Nielsen Report. Nielsen, 2012. Web. 16 Feb. 2014.
Pick, Tom. "103 Compelling Social Media And Marketing Statistics For 2013 (and 2014).“
Business 2 Community. Business 2 Community, 12 Nov. 2013. Web. 14 Feb. 2014.
Rusch, Michael. "1-800-Flowers’ Twitter Account Had A Very Bad Valentine’s Day." BuzzFeed.
BuzzFeed, 14 Feb. 2014. Web. 15 Feb. 2014.
Schultz, E.J. "Beyond Super Bowl Stunt, Oreo Finds New Voice In Social Media.” Advertising Age.
Advertising Age, 25 Feb. 2013. Web. 13 Feb. 2014.
"Social Media." Red Bull Media House. Red Bull, n.d. Web. 14 Feb. 2014.
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.