Cadbury's cookie brand Oreo, which famously promotes the 'Twist, Lick, Dunk' message through its TVCs, has taken the concept of dunking and expanded it on social media.
Created by digital agency Interface Communications, the campaign attempts to connect with the youth in the social networking space. Launched in April during the IPL, Oreo Daily Dunks are the day's top trends hand-crafted into a single creative expression, and posted on the Oreo Facebook page to generate conversations.
Daily Dunks, as the name suggests, are a new piece of content achieved every day by translating each piece of pop culture/news/iconic events/latest trends into interactive and shareable social content, creating a platform for conversations online.
According to Cadbury, since the launch of the campaign, the Oreo India Facebook community size has increased by 344,539 fans, thus crossing the 3 million mark recently.
Interestingly, Cadbury had launched a similar campaign during the same time for Dairy Milk, called the #ShubhAarambh League on Twitter, to grow the preference for Cadbury Dairy Milk on social media, and broaden its user base and occasions of consumption.
On Twitter, the brand is also promoting the Oreo campaign with the same visuals supported with the hashtag #DailyDunks. However, on this platform, the ploy seems to be not working well for the brand as the Oreo India page on Twitter only has 446 followers (https://twitter.com/OreoIndia).
Speaking about the idea behind the campaign, Chella Pandyan, AVP, marketing, biscuits, Cadbury India, says, "The Oreo 'Daily Dunks' idea is a celebration of the amazing diversity and colour there is in popular culture today. We felt a stronger need to be a part of our consumer's likes and interests and subsequently, their conversations."
Speaking on choosing Facebook as a platform to drive engagement for the brand, Pandayan states that the brand mined the conversations within the community and understood that teens as well as young adults loved the idea of remixing things to give it their own signature touch. Keeping this in mind, Oreo chose Facebook and Twitter as the best media to connect with this audience.
In sum, Oreo Daily Dunks aim to filter the world through the playful imaginations and engage the growing number of fans on Facebook and Twitter. The Oreo Daily Dunk will continue to be entertaining, humorous and inspiring.
Elaborating the brief behind the campaign, Joemon Thaliath, COO, Interface Communications, shares, "Oreo is a cookie that is enjoyed by everyone in the family. While our TV campaigns warm the mothers' hearts and are loved by kids, conversations with teenagers and young adults indicated that they also love Oreo! Taking this opportunity, we decided to create deeper engagement with the millennial audience and spark conversations that would be most relevant to them."
The sandwich biscuit was launched in 2011 in India with its global 'Twist, Lick, Dunk' communication, which broke across media including television, print, outdoor, radio, below-the-line and digital.
To drive engagement during the launch, the brand had launched the 'Oreo Togetherness Bus' which provided a platform for parents and children to catch fun family moments. Stationed at entertainment hubs of the city, the bus was loaded with fun games, photo opportunities, a cookie corner and more. Anyone could hop into the bus with their kids to have fun and try their hand at games. The bus travelled across nine cities including New Delhi, Mumbai, Bengaluru, Ahmedabad, Pune, Lucknow, Hyderabad, Kolkata and Mysore.