Brands

Oreo Is One Smart Cookie on Facebook

This post is part of the Killer Facebook Pages Series, which highlights the top brand pages on Facebook and provides tips on how to emulate their successes.

With over 25 million likes on Facebook, Oreo has proven to be one of the most successful brands on the site.

It is a top five brand page, and receives thousands on comments on its daily updates. The world’s favorite cookie has been stunningly successful at transferring its real world popularity over to Facebook.

Promote Fan Engagement and Empowerment

The company is highly involved with its fans, whether it’s asking them to send in photos with Oreo cookies, showcasing their Oreo artwork, or posting call-to-action questions and statements such as, “Who do you know that likes to twist, lick and dunk Oreo cookies more than you?” and “You love Oreo cookies and…”.

In celebration of its 100th birthday this year, the company has been posting photos, along with the name and locations, of fans across the globe on the cover photo. Before that, the company ran a campaign called “Fan of the Week” where the best fans and their photos were displayed.

“Oreo’s social presence isn’t about Oreos,” writes Blogger Christine Geraci. “It’s about people who love Oreos. When you put your fans at the forefront, they will stick with you. And when you put your fans first, they keep coming back. With something as simple as photo sharing, Oreo gives its fans a reason to visit their Facebook page over and over again.”

Send Out a Positive Energy

The underlying themes of Oreo’s Facebook page are warmth and positivity. For many, the brand brings back the fuzzy feelings of childhood and simpler times.

“In today’s hectic world, people have more responsibilities and pressures than ever before,” said senior director for Oreo Global John Ghingo. “Despite this, the simple act of enjoying an Oreo cookie and glass of milk continues to speak to a universal, human truth: inside all of us, whether grown-up or still growing, there’s a kid that deserves to be set free every once in a while.”

Two recent Facebook status updates on the page were, “Did you grow up in an Oreo cookie-loving family?” and “Oreo cookies make milk smile. Do they make you smile?”

The former post received 13,797 likes, and the other got 10,142 likes. There are numerous photos featured of people smiling with their cookies. The strategies are proven to be effective: In February of 2011, the brand set a Guinness World Record for number of likes received on one post (120,268).

Oreo’s message has always been positive, and on Facebook it continues that tradition in a more interactive fashion.

Create Content Fans Want to Share

Oreo knows what type of content its fans will enjoy and pass along, whether it’s a photo of a little girl Skyping with her brother, while both are dipping the cookies in milk, or unique recipes that can be made from the product.

The Oreo Moments gallery can be shared with friends, and the Say it with Oreo app allows people to post Oreo pictures, along with friendly messages, on other peoples’ timelines.

For Oreo’s Facebook strategy, social interaction is key.

On its Facebook page, Oreo keeps it upbeat. By showcasing fans and promoting content that is all about the bright side of life, Oreo has figured out what it takes to become one of the most followed brands on the site.

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