“It’s not what you sell that matters as much as how you sell it!” — quoted by Brian Halligan, CEO & Co-Founder; HubSpot, the saying stands true for brands in today’s digital era.
Moment marketing can be very beneficial to a brand. We have seen time and again, how brands have capitalised on a moment and used it to amplify their reach. Oreo did the same thing recently and used the cricket world cup to its maximum advantage.
Timing is everything when it comes to marketing. Even the best marketing campaign will fail if it is done at the wrong time. Moment marketing is a form of marketing that relies on news, trends and events. The brand uses these trends to their advantage and connects themselves to them. Amul is popular for its satirical takes on the news and events of the day. You will notice that not only do they connect the Amul girl to the event, they also play on the words “utterly and butterly”.
It all started on the 24th of September, 2022. Oreo’s brand ambassador, Ms Dhoni posted a cryptic post on Facebook. The post simply said that Dhoni would be sharing an important announcement on 25th of September. We must first compliment Oreo on choosing Dhoni for this particular campaign. The former captain is famous for not being active on social media and the news that he would come live to make an announcement really created a lot of excitement.
On 25th September, millions of cricket fans waited for Ms Dhoni to come live. However, we soon realised that this was nothing but a promotional event. Dhoni conducted a press conference with the Indian head of Oreo. He explained to the reporters that Oreo was launched in 2011, which was also the year in which India won the cricket world cup. Dhoni then went on to say that Oreo was relaunching their biscuit in India in 2022, in the hope that India would also win the cricket world cup.
Fans were left perplexed. While they anticipated a cricketing announcement, they were made to watch a brilliant marketing campaign. As we all know, India is a cricket crazy nation. The ICC World-Cup T-20 is one of the most widely watched sporting events. The World Cup was to be played in Australia and all eyes were on the Indian Cricket team. By aligning themselves with the cricketing world cup, Oreo ensured that they were etched in the memory of the cricketing fans.
Oreo did not stop there. They also launched a series of biscuits which had cricketing images on them. The biscuits had photos of Dhoni, chants of India India etc. This created nostalgia in the minds of the consumers.
As the World Cup started, we saw that Oreo was all over social media. Fans excitedly shared memes and posts related to the fake press conference held by Oreo. If brand recognition was an objective, Oreo certainly achieved it!
Oreo is no stranger to moment marketing. They also seem to be avid sports followers. In the 2013 Superbowl event, a 34 minutes power outrage led to lights shutting down. Oreo quickly capitalised on the moment, and tweeted an ad. The ad read “Power Out? No problem, you can still dunk in the dark”.
This clever tweet was retweeted almost 15,000 times and received 20,000 likes on Facebook. These are impressive numbers for a one-off joke made by a biscuit brand.
Moment marketing can be a powerful way to market your product. Here are some of the advantages of moment marketing:
Customers are on the phone all the time and are constantly bombarded with news. They love staying on top of trending topics and that is where moment marketing wins. You can meet the customer’s expectations immediately and also become memorable in their eyes.
Moment marketing is a great way to ensure that your audience remains engaged. If moment marketing is done correctly, your brand will receive a lot of likes, comments and reactions. Consumers these days have a very low attention span, and getting engagement can be difficult. Moment marketing can certainly help.
The chances of your brand going viral is higher with moment marketing as compared to other strategies. As we can see, Oreo’s cricket as well as Superbowl marketing campaigns have gone viral.
When asked how they managed to make content so quickly, Oreo spokesperson said that their team consists of members who are always ready to work. You need a team that is alert and quick. Moment marketing requires prompt action, so your team must be willing to make a campaign or an ad copy quickly so that you don’t lose out on time. If you delay, the campaign may not get the necessary eyeballs.
You need to be aware of all the recent trends and news updates that are happening on social media. If you miss out on the latest trends you will not be able to engage with your customers through moment marketing.
Oreo has hit the ball out of the park with their world cup-based marketing campaign. You too can have a successful marketing campaign if you take the help of an experienced digital marketing agency like Webeasts.