While there are some excellent examples of how to market a brand successfully online, businesses using the Internet and social media must be aware of the pitfalls. Sinéad Gray, the social media lead at integrated communications agency Kindred, explains what’s clever and what’s not.
To mark its 100th birthday, biscuit brand Oreo wanted to celebrate in style. Reaching a century is a huge milestone for any brand, showing longevity and implying adaptability, but there is only one chance to use that achievement to capture the world’s imagination. Last year, the chocolate biscuit maker set pulses racing with its 100-day ‘daily twist’ campaign, in which a new piece of Oreo-themed content was created every day based on the global news agenda.
The campaign peaked with the now-famous ‘you can still dunk in the dark’ image released during the Superbowl blackout, and was hugely successful at generating an online buzz and reinvigorating a 100-year-old brand.
For the quality of its content, Oreo’s ‘daily twist’ initiative is a standout example of an innovative online branding campaign. But there are other attributes to a successful marketing initiative: engaging, relevant and consistent content are all important. A good media plan to back this up is vital to ensure brand recall and encourage consumer action.
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