Class assignment. We were required to scan the current social media presence of Oreo and its competitors and suggest new strategies as well.

1. OREO INDIA
SOCIAL MEDIA PLAN
Ambika Gaur BC(004)

2. 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.

3. Oreo
Being Social
A scan of Oreo’s social media
presence in India

4. Oreo Facebook Statistics (Global)
No Presence in India
Oreo Page Likes on Facebook
Types (format) of Post on Facebook

5. Oreo Twitter Statistics (India)
Average frequency of post on Twitter
Followers on Twitter

6. Oreo Twitter Statistics (India)

7. Oreo Twitter Statistics (India)

8. 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

9. 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

10. Oreo Global

11. 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

12. 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

13. Oreo India

14. What are the competitors
saying on Social Media?

15. ➜ 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

16. Sunfeast Dark Fantasy

17. ➜ 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 Dubsmash
phenomenon 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

18. Britannia Good Day

19. ➜ 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

20. Parle G

21. 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

22. Social Media
Planning Process
How will we make our presence felt
across social media platforms?

23. Why do we need a
social media plan
for Oreo?
OBJECTIVES

24. ➜ 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

25. Where are we
standing currently?
SWOT

26. 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

27. Who are we talking
to?
TARGET GROUP

28. Parents/Adults Children Teenagers
Demographics
Any gender
6-18 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

29. Umang Roy,22, Student, Pune
Motivations
➜ 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

30. Key Trends Among Our TG
Snapchat is the third most popular social app
among
18-34 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

31. The route to reach
Oreo’s goals
STRATEGY

32. 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.

33. 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.

34. INSTAGRAM
We will use Instagram for contest
called #FaceTheOreo Challenge
For 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.

35. 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

36. How will we check
the pulse of our
campaigns?
MONITORING

37. ➜ 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

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

39. TURNITIN REPORT 6%