As part of Oreo’s Cookie vs. Crème campaign, Nabisco is expanding its cookie line’s social media presence with a high profile effort on YouTube.
The brand deemed the “darling of social media” after recent successes, including a winning Super Bowl effort, has shown its marketing team understands social and how to keep consumers engaged online. Oreo has an impressive 32 million fans on Facebook spanning across 200 countries, and more than 76,000 Twitter followers.
Even more impressive is Oreo’s Instagram presence. It launched a brand page on the photo sharing site less than a month ago with the campaign, “Are you cookie? Or are you crème?", asking people to vote their favorite by Super Bowl Sunday. The campaign, along with a quick-witted, agile approach to posts relevant to real-time events at the Super Bowl, spiked its Instagram followers from 2,200 to 87,000 people. Now it’s using that same cookie or crème theme to spearhead a new YouTube video series.
Oreo will feature videos on YouTube over the next two weeks showing different ways to snack on the cookies. The first video sets a high bar. Physicist David Neevel, who apparently prefers the cookie to the crème, highlights how he has a motorized wood-and-aluminum robot that can use a hatchet blade to slices off his least favorite part.
Speaking to Mashable, Oreo Brand Director Janda Lukin commented on the campaign, "We know Oreo fans use their hands to separate the cookie from the crème, but wanted to take this ritual one step further by creating a device that does it for you.”
Is Oreo poised for another social media win with this YouTube campaign? Share your comments below!