Oreo was the brand with the highest increase of ‘buzz’ in 2012, with a 49% higher online chatter than in the previous year.
How did Oreo achieve this and also continue to maintain this high level of engagement?
We’ve previously discussed on the blog about how Oreo is the king of agile marketing, and it's clear that Oreo has a marketing team that not only has a finger tightly on the pulse, but who can also react with whip-smart efficiency, humour and charm.
Recently I’ve discovered some more great examples of online marketing (agile and not-so-agile) throughout Oreo’s social channels. Each one displaying a strong presence and a keen idea of what its followers expect from the brand. Let's take a look at each one in turn...
As we approach the end of the penultimate month of 2013 it’s time to round up some of the most interesting and noteworthy social campaigns we’ve seen in the past 30 days or so.
This time it includes efforts from MTV, Red Bull, Manchester City, Sony and ASOS.
If you’ve spotted any other decent social campaigns in November please flag them up in the comments...
Snapchat, the equally popular and controversial photo-sharing site, has edged out Facebook in being the most frequently used platform to upload photos.
Out of 809m daily photo uploads in November 2013 so far, Snapchat has a 49% share (accounting for approximately 400m daily uploads), with Facebook now at 43%.
This 400m figure has grown from the reported 350m in September 2013 and a previous figure of 200m in June 2013.
Instagram rolled out its very first sponsored post on 1 November 2013.
Following Pinterest’s lead in trialling promoted pins earlier this year, Instagram has given fashion designer Michael Kors the opportunity to run the first advert on the photo sharing site.
This could be a mixed blessing.
Nitrogram has worked out a few metrics to uncover how successful this inaugural run was.
Firstly, yes, Warner Bros. has made a LEGO Movie. A big budget, Hollywood, CGI motion picture starring (the voices of) Chris Pratt, Will Ferrell, Liam Neeson and Morgan Freeman.
The film isn’t out until February 2014, and yet Warner Bros. began the marketing push earlier this year with a great looking trailer and various teaser posters.
This shouldn’t be a surprise being as LEGO has a great online strategy and has shown previous form in building its own online customer community.
Recently though, the marketing push has begun through closer engagement on social network sites, clearly having learnt lessons from LEGO's own social interaction via its CUUSOO site.
Let’s take a look at how Warner Bros. and their digital agency Substance are marketing LEGO's biggest new construction yet using social media…
Department store Bloomingdale’s recently announced the winner of a selfie competition that it hosted on Instagram, proving that it's a fashion retailer very much in tune with its customers.
To find out whether this was a one-off or whether Bloomingdale’s has an illustrious history of creative campaigns I trawled through its various accounts in search of more examples of interesting social initiatives.
It proved to be quite a difficult task, though I did turn up one or two useful examples. So read on to find out more about the Bloomingdale’s selfie contest plus four other social campaigns.
Vine has introduced a new ‘sessions’ feature, which means you can now save up to 10 Vines for editing or adding footage to at a later date.
You can also play around with the timeline of individual saved Vines by reordering separate shots, which means the user can fix any mistakes in the recording process.
An earlier update introduced ghost, which allowed the user to check the composition of the frame by faintly superimposing the previous shot over the screen.
These updates only serve to make Vine more user-friendly and professional. The upshot is we’re likely to see much better quality Vines in the future, as users now have the ability to re-edit and polish their own work.
These improvements arrive shortly after Instagram added video functionality to its photography app. Some saw Instavid as having a major advantage over Vine – 15 second length, choice of cover photo, Instagram’s own selection of filters – but with Vine amassing 40m users in just nine months, Vine is still a viable playground for brands to exploit.
Let’s take a look at the most recent examples of branded Vines…
It has often been said in filmic terms that if a story can't be told in 90 minutes than it's not worth telling. Try telling that to The Godfather.
However this certainly rings true on some level, especially in advertising where you're engaging with a customer or selling a product rather than telling a sprawling, expansive story of gun violence and enemy disposal.
Who does benefit from the longer format? For a customer it's good to keep things brief, nobody needs to sit through another colossal Thomson marathon, but conversely six second Vines may seem too short for the purpose.
Six seconds may be the prime length for our fleeting attention spans, but for marketing, this truncated length can be too much of a handicap to get a brand message across.
Perhaps, for this reason, the 15 second Instagram video is a far more effective method and may explain why there was a dip in Vine usage during its launch period. Let’s investigate…
Instagram has added video capability to its iPhone and Android apps to let its users create 15-second videos and share them on Instagram or other social networks, while Twitter recently introduced Vine, its app for helping people create and share six-second videos.
For merchants, the heightened popularity of videos, and online users’ excitement about making and sharing them, means that the time is right for shareable product videos.
Who would have thought that the launch of micro video was going to revolutionise the way we think?
Less than 20 seconds of space is being filled with so many great and creative ideas, allowing good concepts to grow, and more importantly, allowing you and I to become part of them.
The power of crowdsourced video projects is on the rise. Now more than ever we can see examples of campaigns that use video to tell stories that come to life through the involvement of an online community.
It was all given a kickstart with the launch of micro video (Vine and Instagram), which is now taking over the way we and brands communicate with one another.
Have a look at how video is sneaking into our daily lives, where brands and society work together to create something that emphasises the role of creativity.