OREO INDIA SOCIAL MEDIA PLAN

Ambika Gaur BC(004)

About Oreo

Oreo, milk’s favorite cookie, was first introduced in 1912, and now this cream-filled sandwich cookie is a favorite of consumers around the globe. Today, Oreo is available in many flavors and varieties, such as chocolate covered, wafers, pie crusts and soft snack cakes.

Oreo Being Social

A scan of Oreo’s social media presence in India

Oreo Facebook Statistics (Global)No Presence in India

Oreo Page Likes on Facebook

Types (format) of Post on Facebook

Oreo Twitter Statistics (India)

Average frequency of post on Twitter

Followers on Twitter

Oreo Twitter Statistics (India)

Oreo Twitter Statistics (India)

Audience Sentiment Towards Oreo

The sentiments of audience towards Oreo are ranging from dissatisfaction to extremely positive and the brand is active in responding to complaints and complements

What makes Oreo popular on Social Media?

➜ Creative use of product(biscuit) in every communication on social media

➜ Simple yet spontaneous posts which are relatable to everyone and are culturally relevant

➜ The theme of communication is centered around imagination, wonder and open up

➜ Integration of TVCs online. Recent TV campaign“Open Up With Oreo” in collaboration with Adam Lambert

➜ Delightful branded content with heavy use of gif, videos and animation which highlights Oreo

➜ Limited to no topical content on current

4,24,44,801

Global Presence

82,00,000

1,38,502

1.9 million

Oreo Global

What limits Oreo on Social Media?

➜ The social media accounts of Oreo are updated on a weekly basis

➜ The brand is not running any campaign currently on social media

➜ The tone is less conversational, tells people what to do but doesn’t ask them back

➜ No use of hashtags in tweets ➜ Limited to no topical content on current

events(Olympics, festivals) for past 6 months, though popular for real time marketing during SuperBowl 2014

4,24,44,801

Global Presence

82,00,000

1,38,502

1.9 million

Oreo India Presence

➜ No separate page on Facebook for Indian audience being a recent entrant in India there’s heavy competition already

➜ There is no activity on the twitter profile since May 2016 ➜ Activities on Twitter include sharing of television

commercials to increase awareness➜ New product launch information is shared➜ No conversations with the audience, hence no

engagement➜ No posts on India specific festivals or events, hence

there’s no connect➜ Latest campaign(Jan 2016): #OreoTiffinTricks where

recipes made from Oreo were shared using images➜ No campaign on Instagram account as well, content

duplication of Twitter

No Separate Page

India

82,00,000

167

Oreo India

What are the competitors saying on Social Media?

➜ Active presence on Twitter and Facebook . Posts shared almost on daily basis

➜ Current campaign: #CantWaitWontWait based on ongoing TV ads which say why wait to indulge yourself

➜ Theme of posts: Indulgence, impatience and irresistability

➜ TVCs, media coverage news, gifs and images around the hashtag are shared

➜ Product is highlighted using tempting pictures and gifs of dishes made with Dark Fantasy cookies

➜ Brand actively and regularly conducts contents for engagement purposes

➜ Latest contest(June 2016): #LiveYourMoment where users were asked to create a short film about any significant moment in their lives

➜ Brand is very active in sharing topical content on major current events and festivals

➜ Brand duplicates content across all social media platforms and shares only TVCs on Youtube

15,81,052

2389

10,501

887

Sunfeast Dark Fantasy

Sunfeast Dark Fantasy

➜ The brand is somewhat active on social media and posts on alternate day basis

➜ Current Campaign: #SmileForAGoodDay which addresses the concern that today we don’t smile enough

➜ The theme of the conversations is mostly around spreading happiness and bringing smiles to our faces

➜ Britannia Good Day is proactive when it comes to organizing contests

➜ Latest contest(May 2016): #ChefsWithChunkies where given a chance to meet MasterChef Australia judges by creating a dish out of Chunkies biscuit

➜ Other contest: #GoodDayForNuttyIndia which capitalized the buzz generated by IPL 2016 and also the Dubsmashphenomenon to generate high engagement

➜ Other hashtags used are #MomMakesAGoodDay, #ClickASmile2015 and #Smile ForAGoodDay

➜ The brand actively shares their offline engagements and CSR activites. Little Hearts Marathon and #BritanniaKhaoFilmfareJao were promoted through Fb and Twitter

2,83,516

12,580

14,549

260

Britannia Good Day

Britannia Good Day

➜ The brand is not very active on social media and posts weekly updates

➜ Parle addresses concerns of its followers in a timely basis

➜ Theme of communication is centered around intelligence, motivation and celebrating achievers

➜ Recent update: #ParleGIsHereToStay after news of Vile Parle plant shutting down, Parle used this hashtag to reassure that the brand has multiple plants and is not going out of business

➜ Parle G leverages current news through original topical content usually in the form on pictures. Used #ParleIsProud to congratulate Olympians from India

➜ Parle G also wishes its audience on major festivals through topical posts

➜ Motivational messages and puzzles are shared on a regular basis along with celebrating India’s top achievers

➜ The brand also shares its offline partnerships to various shows like Parle MTV Junkyard project

➜ The brand has no single campaign unlike competition brands. Has no presence on Instagram

1,63,290

26,000

1220

Parle G

Parle G

Key Trends➜Brands are actively generating engagement

through contests

➜ Creating uniques topical content is the need of the hour

➜Brands are integrating offline content with social media

➜ Brands are not shying away from sharing their CSR initiatives to build brand image

➜ Leveraging current trends like Dubsmash and videos is imperative

Social Media Planning Process

How will we make our presence felt across social media platforms?

Why do we need a social media plan

for Oreo?

OBJECTIVES

➜ Develop a social media presence for Oreo specifically for the Indian audience, at par with its global standards

➜ Influence conversations and generate engagement in the TG about the brand

Where are we standing currently?

SWOT

Strength ➜ High quality and high brand loyalty➜ Affordable family snack➜ Appealing, trustworthy

Weakness➜ Target market too broad- children, youngstersm adults all

can have it➜ Late launch in India already many competitors with

proactive digital marketing➜ Limited promotions online

Opportunity➜ Spend more on advertising on social media➜ Become the leader in cream category➜ Offer more promotions to customers

Threat➜ Entry of new players➜ Competitors capitalizing on new social media features

Who are we talking to?

TARGET GROUP

Parents/Adults Children Teenagers

Demographics

Any gender6-18 years, 18-39 years,

SEC A1,A2,B1,B2

Psychographics

experimental in trying new things, wouldn’t

mind spending extra on snacking, easy-going

Primary users

Children, teenagers and young adults who

consume cream based cookies and milk

Secondary users

Parents, professionals who are leading a busy life and prefer snacking

Umang Roy,22, Student, PuneMotivations➜ Likes to interact with people but at the same time needs

privacy➜ Appreciates creativity and is an avid movie watcher➜ Likes to try out new food and beverages➜ Spends free time pursuing his hobby

Behaviors➜ Very active on newer social media platforms like Snapchat and

Instagram➜ High usage of smartphone

Goals ➜ Spend time with friends in inexpensive ways➜ Not spending much time in making a meal

Key Trends Among Our TG

Snapchat is the third most popular social app among18-34 year-olds

Young consumers are obsessed with micro-video and gifs as a form of expression

User Generated Content is the new content pipeline, creating an emerging generation of influencers

The route to reach Oreo’s goals

STRATEGY

TWITTER

Taking forward the TV campaign “Open Up With Oreo” we will run a contest #OpenUpWithOreo asking the followers to share their dreams in life which they could not achieve yet. One lucky winner would get to live his/her dream fulfiled by Oreo.

FACEBOOK

Capitalizing on Facebook’s autoplay videos which are popular among TG we will start “Oreo1minute” dessert series where recipes made from Oreo will be shared in a 1 minute fast-motion video. The aim of this campaign is to stimulate product trials.

INSTAGRAM

We will use Instagram for contest called #FaceTheOreo ChallengeFor this contest users will have to record videos of them having Oreo kept on their foreheads and without touching the biscuit they will have to bring it to their mouth and eat by only using their facial muscle movement.

Influencer Outreach: The challenge will be posed by an influencer who will ask his/her fans to take the challenge.

SNAPCHAT

We will collaborate with Snapchat to feature in the Discover section of the app where users can find us and subscribe to the brand.

This will give us the opportunity to reach thousands of users with daily curated content for snapchat

Along with it we will also come up with Oreo filter for Snapchat

How will we check the pulse of our

campaigns?

MONITORING

➜ Measurement of campaign performance using Google Analytics, Facebook Insights and Twitter Analytics

➜ Measure user sentiment using social media listening tool- Radian 6

➜ Scheduling and posting content using HootSuite

Thanks!Any questions?You can find me at:ambika.gaur17@simc.edu

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