J429 Oreo Presentation
Transcript of J429 Oreo Presentation
-
Presented by Megan Ogorzalek
OREO DAILY TWIST CAMPAIGN PROPOSAL
-
Worlds Favorite Cookie
Best-selling cookie brand
$1.5 billion in global annual revenues
One of Krafts billion-dollar brands
Found in more than 100 countries
Oreo one of top 5 brand Facebook pages
100th anniversary in 2012
OVERVIEW
-
HAPPY BIRTHDAY OREO!
Daily Twist campaign to remind users to celebrate the kid inside
http://www.360i.com/work/oreo-daily -twist/
-
Facebook: https://www.facebook.com/oreo
Twitter: https://twitter.com/Oreo
Instagram: http://instagram.com/oreo
Pinterest: http://www.pinterest.com/draftfcb/oreo-daily -twist/
OREO DOES SOCIAL MEDIA
-
Kraft Foods Inc. and Mondelez International
Highly profitable packaged cookie
2011 sales over $2 billion
Not top-of-mind awareness for target (18-24 year olds)
Target audience does not follow Oreo on social media
RESEARCH
-
Survey Monkey Ages 18-24
What is your favorite packaged cookie? Oreo
How often do you purchase Oreos? Once every 3 months/once every year
Do you follow Oreo on any form of social media? No
Have you seen the Oreo Daily Twist campaign? No
What is your age? 18-24
PRIMARY RESEARCH
-
Increase purchase behavior low for target
Opportunity to increase social media followers from target Must become relevant to target Must generate word-of-mouth, awe-inspiring, unique, sharable
content
IMPLICATIONS
-
Strengths: - Legal and financial support from parent
company (Kraft Foods and Mondelez Intl) - Varied product lines - Owns USP of Worlds Favorite Cookie - Loyal customer base - Globally distributed product - Easily accessible
Weaknesses: - Strong competition within Mondelez Intl
(Chips Ahoy) - Unhealthy product
Opportunities: - Ability to expand to more global markets - Opportunity to develop spectacular PR and
advertising campaigns (DraftFCB, Weber Shandwick)
- Growing market of young adult users with disposable income
Threats: - Growing trend of healthy living (green and
organic products as competition) - New healthy alternatives
SWOT ANALYSIS
-
Target: college students, age 18-24 Create daily Oreos to correspond to notable college events,
anniversaries, etc. Example: Indiana University Founding date cookie January 20 would
feature a candy-striped Oreo
Goal #1: Increase traffic to Oreo Facebook page
Goal #2: Increase shares through social media outlets to appeal to larger audience
Goal #3: Increase word-of-mouth through mass media approaches
PLANNING
-
Timeline & Budget: August 1 August 31: Research newsworthy events for
campaign $30,000
September 1: First day of campaign first Oreo to be created in real-time and distributed via social media outlets $2,000/day
September 1 December 9: Daily Oreo created for duration of campaign $2,000/day or $200,000 total
December 9: Last day of campaign December 9 December 15: Evaluation and assessment
period $5,000
Total Budget: $235,000
IMPLEMENTATION
-
Facebook Page views Likes % change in followers
Twitter % change in followers Retweets Favorites
Instagram % change in followers Likes
Pinterest % change in followers Repins Likes
EVALUATION
-
Questions? Comments? Concerns?
Thank you for your time and consideration.
THANK YOU!
-
Diaz, Ann-Christine (2012, September 10). Oreos 100-Day Daily Twist Campaign Puts Cookie in Conversation. Retrieved from http://adage.com/article/digital/oreo-s-daily-twist-campaign-puts-cookie-conversation/237104/
Elliott, Stuart (2012, September 5). For Oreo Campaign Finale, a Twist on Collaboration. Retrieved from http://www.nytimes.com/2012/09/25/business/media/oreos-daily-twist-campaign-finale-enlists-consumers.html?_r=0
Gavronski, Maarja (2013, October 17). Case Study: Oreos 100th birthday celebrations with a twist. Retrieved from
http://www.best-marketing.eu/case-study-oreos-100th-birthday-celebrations-with-a-twist/ Mondelez International, Inc. (2012, May 3). OREO Enters 100th Year Crossing The $2 Billion Mark; Plans To Reach $1 Billion In
Developing Markets In 2012. Retrieved from http://www.mondelezinternational.com/MediaCenter/country-press-releases/us/2012/Pages/multi_media_05032012.aspx
PR Newswire (2012, August 13). OREO Campaign Brings To Life Todays Events With An OREO Twist. Retrieved from
http://www.prnewswire.com/news-releases/oreo-campaign-brings-to-life-todays-events-with-an-oreo-twist-165974546.html PR Newswire (2012, March 21). Kraft Food Proposes Mondelez International, Inc. As New Name For Global Snacks Company.
Retrieved from http://www.prnewswire.com/news-releases/kraft-foods-proposes-mondelez-international-inc-as-new-name-for-global-snacks-company-143640106.html
West, D., Caruana, A., Leelapanyalert, K. (2013, September 1). What Makes Win, Place, or Show? Judging Creativity in Advertising at
Award Shows. Retrieved from http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=b47024b9-1342-43fc-a482-5920130369a5%40sessionmgr4&vid=3&hid=20
REFERENCES