Question

What kind of Oreo eater are you? Do you love the stuffing most, scraping it off with your teeth and casting the chocolate cookie aside? Or do you need to keep the flavors together and dunk the whole thing in milk to get the most enjoyment? Or are you one of those who finds the filling just a side note, focused more on the cookie crunch? Mondelez, the company that owns the Oreo brand, is determined to find out, by running a vast integrated marketing campaign designed to get consumers to vote for their favorite style of the popular treat, across a variety of channels. To get things started, it initiated a sweepstakes contest, for a $100,000 prize (as well as smaller prizes, like gift certificates and Oreo-branded gear), which people can enter by voting online. The ballot offers five stuffing choices, ranging from Thins and Originals to Double, Mega, and Most Stuf versions. At the same time as the contest runs, branded videos on TikTok, the relatively recent and increasingly popular video-sharing site, promote Oreo as a fun and tasty option. Users can vote on this platform too, by including a branded hashtag in their short shared videos. Although these elements of the campaign are specific to the ongoing debate about how much stuffing is the right amount, they are not the first integrated marketing efforts Oreo has adopted recently. For example, in a partnership with Dunkin’, it created Oreo flavors for donuts and coffees sold in stores. It also gives Alexa owners an option to ask the digital assistant for updates about when new and seasonal cookie flavors will be available. Thus, even though Oreo remains—after 107 years of existence—the top-selling cookie brand, it also is determined to ensure its relevance and appeal to younger consumers. Notably, an estimated 70 percent of TikTok users are between the ages of 13 and 24 years, making it a highly effective channel for reaching young buyers, whether they love the creamy filling or prefer their cookies crumbly.

Case Questions: Q4. Is TikTok an effective marketing channel? Why or why not?

Q5. What other sorts of information can Mondelez gather from consumers’ votes for their favorite style of Oreo?

Subject Marketing

Answer 1

Q4. Yes, TikTok is an efective marketing channel. The main motive of marketing is to reach-out maximum customer. Tiktok is the current platform where we can reah maximum customer. As you said most of the Tiktok users are between the ages of 13 to 24 years. And most of buyers or the consumers of Oreo are of the same ages. Most of the people spend time on TikTok daily with an average of 3hr to 5 hrs and some spend more. Lots of things are being shared through Tiktok. Through sharing it reaches maximum customers. When we create and share marketing videos of oreo in Tiktok, it reaches maximum customers. But the things should be noted while making a video in tiktok are, it should be made in an attractive way as the viewers should like the way the video goes, then only the video get watched and shared in the platform. And people are also making videos of their own by the use of audio of other videos and making hashtags of it. There is also a potential of people in tiktok making videos of their own with the advertisement audio of Oreo. Through that also the product and the campaign reaches the customer. For that we should make advertisement related to each of the varities of oreo. So people makes their video with their favouroite style. Through that we can know people's most liked favourite style of oreo.

Q5. Through the campaign the company can know which style of Oreo people like and through that they can develop the product into the way where the customer likes. And the main important thing the company can learn through the campaign is what the customer don't llike. Marketing is also done to know the dislikes of the people about the product. When knowing the non-likes and likes of the customer the company can develop theri according to the likes of them. By knowing the non-liked styles of oreo the company can remove the production rate or can lower it. This makes a high rate of sale of product of oreo. And we can develop new products or styles relating to the liked style and can make an analysis or study about why the customer not like some styles and how can we improve it or through which change we can re-present the style to the customer in their own likeable style. Through this the company can definitly predict it's future sale.