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Case study: How Oreo made an online splash with 'People's Dunks' campaign

With a dunk everyday, Oreo India got closer and closer to its online community, inspiring likes, comments and sparking conversations like never before on Facebook and Twitter. The campaign has been created by Interface Communications

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Case study: How Oreo made an online splash with 'People's Dunks' campaign

Case study: How Oreo made an online splash with 'People's Dunks' campaign

With a dunk everyday, Oreo India got closer and closer to its online community, inspiring likes, comments and sparking conversations like never before on Facebook and Twitter. The campaign has been created by Interface Communications

BestMediaInfo Bureau | Delhi | August 23, 2013

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In March 2013, the Oreo India Facebook community had something few others had: over 2 million friends or, as the brand likes to call them, 'Oreo-Heads'. But for Oreo, it was a case of 'you can never have enough of a good thing.' So now, Oreo India wanted to connect with people on a much larger scale. In a way that was engaging, relevant and interesting. In a way that was all Oreo. And that's how 'Daily Dunks' was born. Daily Dunks cherry-picked interesting news and events every single day and expressed them through the eyes of Oreo, with a very unique, Oreo-ish twist to the topic. The campaign has been created by Interface Communications.  

With a dunk everyday (and sometimes two!), Oreo India got closer and closer to its online community, inspiring interest, likes, comments and sparking conversations like never before. The results were nothing short of delicious. Their Facebook community quickly reached the 3 million milestone and they reached over 1,164 per cent of their community size every single day.

Then, Oreo wanted to up things a bit, actually by quite a bit. Enter #Dunkathon, where Oreo created 'dunks' at the request of fans. On Oreo India's Facebook page, #Dunkathon appeared as an app that encouraged fans to get their own special 'dunk.' All they had to do was share something dear to them – a beautiful memory, a favourite movie or song or a cause that was close to their heart...just about anything. And very soon, Oreo would interpret that and give them a completely personalised dunk.

And #Dunkathon didn't just take off on Facebook, it was also executed on Twitter via tweets with #Dunkathon.

Before the campaign kicked off, Oreo India created a lot of interesting pre-buzz which got the fans raring to go. With posts that gave people an idea of what kind of requests they can make; which was actually almost any kind.

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These posts reached an average of over 1,700,000 fans with over 50,000 engaging constantly.In fact so eager were the fans that they started sending in requests even before the actual date of the campaign.

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The #Dunkathon campaign ran from Monday, August 12 to Wednesday, August 14. It was three days of 'dunking' for the people. Requests came non-stop. Tweets came at breakneck speed. And the personalised dunks went up on Facebook and Twitter rapidly, one after the other.

To say that the campaign took off very well is an understatement. On Day 1, the response was huge and it only got bigger on Day 2 and 3, with several 'dunk' interpretations receiving praise and starting conversations of their own. In three days, Oreo India received about 500 entries on Facebook out of which over 109 dunks were created real-time and uploaded.

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The posts received very high levels of engagement with over 67,000 'likes', 800+ comments and 1,200+ shares. The community added over 18,000 fans from the activity. The campaign reached 132 per cent of the 3 million community. Facebook's metric 'People Talking About' registered over 80,000 people were talking about the activity.

On Twitter too the campaign saw similar success. Followers increased by over 50 per cent. With 110 dunks posted real-time, the tweet reach for #Dunkathon reached over 5.5 million and #OreoIndia reached over 5.6 million users.

However, it was not just people asking for dunks. Even big brands joined in. Like when Disney wanted a dunk for their upcoming film, Planes. Oreo got back with a flying dunk and another conversation took off.

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Next it was PhotoKatha, a Twitter account that connects people over trending topics with pictures, travel, photography, food, basically anything to do with pictures, asked for a dunk. And Oreo couldn't say'no.' Here's a peek into that exchange.

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The campaign registered more than 2,000 mentions for both #OreoIndia and #Dunkathon. And #Dunkathon managed to trend in Mumbai and globally for two out of three days of the campaign. But the greatest joy was the joy of the people as their dunks came alive.

Credits:

Agency: Interface Communications

Creative: Rupesh Gor, C Sricharan, Priyanka Joshi, Siddhesh Kadam, Ashutosh Joshi, Khushboo Agarwal, Asavari Mate, Megh Tharya, Prathamesh Bhosale

Digital Servicing: Roopesh Shah, Firdous Kazi, Padmapriya Padmanabhan

Planning: Priyam Joshi

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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