5 Popular Posts About Social Media

It’s November – and time for a look back again!

Here, I will serve you some of the most popular content we have had on Mindjumpers blog. It seems that what our readers have found most interesting is the posts about campaigns and best practices, as well as the development within platforms and networks.

And there is certainly being developed a lot. Facebook constantly unveils new initiatives on their platform, and we will keep an eye on interesting projects or campaigns that use new media for marketing.

 

Here are the five most popular blog posts within the last month:

Facebook vs. Google [infographic]
For a long time, Google and Facebook have been battling for being the most visited websites. While Facebook has been dominating the social web, Google has been dominating pretty much everything else. According to the following Infographic compiled by AllFacebook.com, Facebook recently beat Google as the number one destination on the internet. On Alexa.com, however, Google still ranks as the most visited site. Read Full Post »

What you can learn from H&M’s Use of Social Media
H&M is one of the businesses that has done some great work in using social media for marketing. Here is what you can learn from the company to achieve a more engaging and growing community. Read Full Post »

About.me – Latest Addition to Social Profiling Pages
The about.me team had the brilliant idea that basically allows you to create a personal profile page that guides people to all your other profiles online. Sounds simple right? About.me is also a personal analytics dashboard that allows you to see how many views, clicks and links are linked to you. Basically, it lets you see which of your links your audience is clicking to from your page. Read Full Post »

Succesful Facebook Campaign by Corona Light
The light beer version of Corona has its own Facebook page and aims to become the most liked light beer on Facebook. To strenghten this mission, they are running a new campaign to boost the number of likers on their Facebook page. Read Full Post »

The New Facebook Groups Explained
When it comes to Facebook’s different functions and products, the confusion is many times never ending for the general users. New changes are constantly being made, so I’m going to try and sort out the confusion a bit by explaining how to use the new groups. Read Full Post »

 

Why Oreo’s ‘Daily Twist’ is one of our all-time favorite social media campaigns

Few cookies have reached the same level of iconicity as Kraft Foods’ Oreo. Its round shape, blackish color and white cream stuffing have undeniably added to its success but as a social media agency we wonder: where would the crowd-pleasing, twistable cookie be today without effective social media marketing?

Let’s zoom in on one of their global digital and social media campaigns that reached millions of hearts (and mouths) and delivered proof that even cookies can provide endless food for thought. We are talking about the wildly successful ‘Daily Twist’ campaign that saw a 110% growth in fan interaction per social-media post only a few months after the campaign was launched. Even though the campaign dates back to 2012, in our view, it earned a spot among the best food branding campaigns on social media ever. Here’s why…

It used milestones and pop culture events to create engagement

2012 was the year that America’s favorite cookie turned 100. Needless to say, it was a cause for celebration.

Every day for 100 days, the Oreo was given a different “twist” – styled to look like Elvis, a panda bear or like the surface of Mars after the Mars Rover had driven over it. On the ‘Daily Twist’ site, users could suggest their “twist”. The campaign was driven on Facebook and also featured on Twitter, Tumblr and Pinterest.

The Oreo twists were especially created to spark conversation and sharing, referring to milestones or pop culture events that people could relate to and share their thoughts about.

It had timely and shareable content combined with an element of surprise

While some of the cookie designs were planned ahead like the Olympics or Labor Day, others were more agile, tapping into events like the premiere of ‘Batman: The Dark Knight Rises’, the release of the iPhone5 and the birth of a Chinese panda bear. Monitoring trending topics and utilizing current events ensured the content was always relevant and timely. Couple that with the surprise of what each day would bring, and you’ve got a campaign worth tuning into.

They exercized strong brand values

The campaign kicked-off with the Gay Pride rainbow cookie in recognition of the LGBT community, much to the chagrin of conservative crowds.

The Facebook post set off a heated online debate that even led opponents of gay marriage to call for an Oreo boycott. But while supporters and opponents were fighting their online battle, the rainbow cookie doubled Oreo’s fan growth.

By having a strong stance and sticking to it, Oreo established itself as a courageous brand amongst its more liberal fans.

The campaign had an integrated marketing approach, combining the offline and online worlds

The campaign finale took place at Times Square in New York. They set up a pop up agency there, from which they designed the last ‘Daily Twist’, based on suggestions from fans. Earlier that morning, the brand had asked its Twitter followers and Facebook fans to offer ideas, which were going up live on a billboard. Creatives would select the best ones and three of them were then put to an online vote. The winning cookie, celebrating the anniversary of the first high five, was designed on the spot and was displayed on a big billboard.

A seamless flow between the online and offline worlds, and the mix of social and traditional marketing allowed for a greater experience and showed that Oreo mastered the integrated marketing approach.

It put the product in the center – without being self-centered

Oreo’s ability to put their product at the center of the campaign and still make the content relatable and entertaining for a massive range of users is (in our opinion) the most important factor in the success of the ‘Daily Twist’ campaign. The content was heavily branded, yet still relevant, timely and shareable – without ever begging for likes, comments and shares.

Lessons learned

The ‘Daily Twist’ campaign set an example of how important it is to create content that resonates with your audience. There are many ways to find out what moves your fans. For Lurpak®, we identified what kind of recipes the audience was searching for. As a result, we created content that we already knew people wanted to engage with. Read how we did it here.