Keeping up with the fast-paced digital marketing world isn’t easy. To stay interesting for everyone—especially the millennials—focusing efforts on creating engaging and entertaining content in the digital platform is the key to sweet success for any brand. For heritage brands like Oreo, the challenge to lick stagnation, twist its messaging and dunk into the digital space was a tall order to keep the brand fresh even after a hundred years.
Believe us: Way before the Titanic ever set sail and the South Pole was discovered in 1912, the National Biscuit Company has made its first sale of Oreo sandwich cookies. And 104 years later, the world’s all-time favorite cookie is still here because of their solid marketing strategy and strong digital presence.
Oreo wins the hearts of their avid customers by engaging them with culturally-relevant and creative content on social networking sites. "When digital was starting to take root, we had to be fearless to make a mark. Whereas before we made content for print or television, now we make ‘glocal’ multimedia campaigns,” said Anna Sapitan, Biscuits category manager at Mondelez Philippines, when talking about making global strategies locally relevant. Two great examples are their Oreo-themed content that focused on the homecoming of Ms. Universe 2015 Pia Alonzo Wurtzbach, which reached over 3.37 million impressions online; and posts about the Presidential elections in May 2016, which reached over nine million people.
“We used digital to change the perception of Oreo from just a brand for kids, to a brand for all. We learned that it’s not just about pushing the product forward, you have to be able to participate in a trend, in a culture—so that it becomes relevant and pertinent to a consumer,” said Sapitan. Because of this, Oreo is regarded as the world’s top-selling cookie brand of the 21st century. And despite being a global brand, it continuously makes an effort to adapt to local tastes: It included flavors like Grape, Blueberry Ice Cream, and Coconut.
The “Wonderfilled” campaign of Oreo further emphasizes the brand personality of letting the cookie talk, reminding people to see the world with openness and curiosity. The global campaign has been interpreted in various markets. Oreo produced the first of its kind music collaboration that features favorite local music stars from Malaysia,Indonesia and the Philippines. Malaysian singer-songwriter, ZeeAvi and Indonesian vocal group, Gamaliel Audrey Cantika joined the pop rock band, Up Dharma Down to collaborate together to co-create one unique song. In addition, their own individual interpretation of Wonderfilled was also created, producing a suite of music content that is regionally-led and yet locally relevant.
Oreo continues to spread wonder with its latest collaboration by Malaysian singer Yuna, Indonesian vocal group, Gamaliel Audrey Cantika and the Philippines’ Ransom Collective.
With Oreo connecting with millennials through the digital space, it’s no wonder why the all-time favorite cookie looks just as fresh as the day they were first made.
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