The other day I came across an Oreo tweet.
A very small tweet for sure, but I wanted to do a blog post around it anyway.
Not because it’s the greatest tweet ever written (because it isn’t) or because it’s the greatest idea ever (because it isn’t).
But because I think it can address many questions about using Twitter for digital marketing if you’re a B2C brand operating in the low-engagement side of the consumer spectrum.
Or, as the Americans like to call it, FMCG.
So, what about that Oreo tweet, then?
Flirting With The Great Gatsby
Oreo tweets a picture of two cookies in the shape of a pair of characteristic glasses, belonging to Dr. T.J. Eckleburg from F. Scott Fitzgerald’s famous novel The Great Gatsby. The tagline “Have a cookie, old sport,” is of course a paraphrase of something that Mr. Gatsby himself would have said.
A Great story calls for a great cookie. pic.twitter.com/VMJ2I360Sj— Oreo Cookie (@Oreo) May 10, 2013
The tweet is timely, since a movie version of The Great Gatsby recently premiered in the US. (It has a great soundtrack by the way – find it on Spotify here.)
Here’s a few things the tweet does very well:
> It relates to something happening in pop-culture right now. It’s great that it’s timely, but the scalability is even better. Using the cookies as backdrop to celebrate recent events is something that could be done endlessly.
> When all is said and done, Oreo sells cookies. By using the cookies as artistic components, they comunicate the cookie front and center. They could be talking about anything; the cookies just keeps it all together.
> They flirt with the nerds, in this case those who appreciate The Great Gatsby. Those cookie glasses aren’t exactly the most obvious symbol for the film, so they go for the slick reference instead of more obvious ones.
The Content Strategy Lesson For FMCG Brands
Many brands just tries way too hard on Twitter, especially FMCG brands.
Every once in a while, a viral FMCG hit comes along, like the Old Spice Guy for instance. And that’s great.
But having viral hits of that magnitude isn’t a strategy. You should be able to market your products successfully via Twitter without those viral monsters as well.
And I think that Oreo has found a great concept for Twitter content right here.
As an example, I think Oreo demonstrated the power (pun intended) of this simple concept during the Super Bowl when the power went out for a while, and they reacted quickly by producing this tweet.
Power out? No problem. pic.twitter.com/dnQ7pOgC— Oreo Cookie (@Oreo) February 4, 2013
The Oreo tweet is elegant and simple, easy to do variations on creatively — and it stays on product.
(In this particular case, the client and the agency where physically located in the same room, but having social media control rooms might just be the future for big brands.)
So find a scalable Twitter concept like this for your product and have fun with it. Keep it simple and don’t go overboard in terms of creativity, instead focus your efforts on being timely.
After all, Twitter is a “now” type medium.