Social Media ROI

Vianka2 by Vianka McConville

Oreo is at it again.  The company’s “Dunk in the Dark” tweet was arguably the greatest advertising success of the Super Bowl.  Its 2,200 followers on Instagram jumped to 87,000 after the clever post.  Now sitting comfortably in numbers on Facebook, Twitter and Instagram, Oreo is after YouTube.

This article from Mashable details just how committed Oreo is to social media and its newest quest on the video sharing site.  Its social media command center during the Super Bowl seems to be only the beginning.

My question is, what value has Oreo seen from a huge spike in Instagram followers in terms of ROI?  Does the level of increased sales outweigh the time spent on all of these think tanks?

According to Food Business News, the “Oreo brand is booming worldwide.”   The article quotes Irene Rosenfeld, chairman and CEO of Mondelez International, Oreo’s parent company:

“In the U.S., the brand grew 6% [in 2012] as we used innovation and some of the most creative marketing in the business to keep Oreo fresh and relevant. Those of you who followed us on Twitter during the power blackout during the Super Bowl know what I’m talking about.”

It sounds like Oreo executives drank the Kool-Aid and will keep utilizing social media as a vital component of growing sales.  It works.

As of today, Oreo’s YouTube account has more than 7 million views and more than 10,000 subscribers.  I can’t wait to see what they come up with to make those numbers skyrocket.

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