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February 10, 2009
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Oreo Cookies & Facebook
Fishing where the fish are…
8/11/10
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Once upon a time, brand URL was the primary IMC destination
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Now, it’s as likely to be Facebook
• New Ford F150 revealed on Facebook 7/29
Facebook has become the de facto brand destination
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Starbucks.com995k monthly uniques
Facebook.com/Starbucks
12MM fans to communicate with daily
Coca-Cola.com348k monthly uniques
Facebook.com/CocaCola
10MM fans to communicate with daily
Source: Quantcast.com
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Facebook as the place to “celebrate”
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Oreo brand’s leap into Facebook
• Brand page launched August ‘09 with 2.8MM fans (via migration of existing fan pages)
• Oreo created a single focus for all IMC efforts, with a signoff explicitly driving consumers to Facebook
• Oreo Facebook fans today at 8.2MM, and adding tens of thousands of fans daily
• International opportunities abound, with targeted messages to our large ex-US community
The Oreo fan page monthly growth
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• Early investment in the platform has lead to dramatic increases in growth in Q3
• Oreo’s fan page monthly growth is six times higher than the Facebook average
Source: Famecount.com
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Why Facebook & Oreo?
Reach Mom Where She Is
Moms spend nearly 20% of their online minutes on
Source: 360i analysis of @plan; January 2010
•22.5MM online•15MM in social media•2.9MM influencers
38.5% | 286
93.3% | 200
22.2% | 166
22.8% | 192
52.7% | 114
29.8% | 162
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Oreo Is A “Social” Cookie
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Source: http://www.famecount.com/
Oreo Digital Vision
• Vision– Continue to grow and enhance consumer
engagement within Facebook and other digital platforms
Driving Engagement
Source: June 1st – July 9th
•Focusing on brand love and our community i.e., Fan of the Week
Product Innovation
• Utilize Facebook fans and advocates to raise awareness of new products, including– Trial– Sampling
Facebook Tab
Promotional Communication
• User generated content and interaction via Facebook tab– Fans driven to tab via wall
communications (and digital banner ads)
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Integrating Facebook Into IMC
Golden DSRL - Q4 ‘09/Q1 ‘10
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Embedded video… ...product giveaways
…and fan interaction
• Double Stuf Racing League generatedsocial awareness & engagement
Valentine’s Day – Q1 ‘10
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Iconic print …to virtual valentine’s day cards…and virtual gifts
Summer Oreo & Milk – Q2 ‘10
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From iconic print…
…to online media
…that can be shared.
…to branded games
http://clients.360i.com/clients/Oreo/marcopolo/facebook/new/marco-polo.html
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So What?
So What?
• What does it mean?– Oreo has over 8.2MM Facebook fans who are open to
engaging in a dialogue (up from 5MM less than 2 months ago)– Fan engagement drives brand advocacy– Opportunity to utilize fans via “learning lab” environment– Global reach and communications
Making the most of the Oreo ecosystem
Broadcast
Oreo.comFacebook.com/Oreo
Twitter.com/Oreo
YouTube.com/Oreo
February 10, 2009
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Thank You and don’t forget to “Like”
Oreo!
www.facebook.com/oreo
[email protected]@BethYoReillyLinkedIn.com/beth-yohanan-reilly
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