3 FMCG Brands That Executed Awe-Inspiring Twitter Campaigns
Updated: May 3
The global FMCG market was worth $10,020 billion in 2017 and was projected to reach $15,361.8 billion by 2025, growing at a CAGR of 5.4% during this period. Despite the slight lull in the industry owing to the COVID-19 pandemic, the FMCG sector is quickly gaining momentum.
However, to make the most out of this small boom, FMCG brands need to come up with impressive campaigns that can leave a long-lasting impact on their target audience. To do that, they must find ways to capitalize on the potential of marketing channels available to them, just like these three FMCG brands made the most out of their Twitter campaigns.
Oreo is a brand of sandwich cookies consisting of two wafers with a sweet creme filling and is one of the most popular brands in America.
OREO sought to demonstrate that it was a brand for everyone by promoting its commitment to LGBTQ+ causes.
Solution & Approach
OREO joined hands with National Coming Out Day and PFLAG, an organization that lends support to the LGBTQ+ community and their families. OREO also released #ProudParent on Twitter, its campaign film showcasing a woman bringing her same-sex partner to her home to meet her family members for the first time. The campaign highlighted the significance of family love and affirmation in the LGBTQ+ community.
OREO also used First View to debut the #ProudParennt campaign to generate maximum visibility and impact. This helped OREO to take over the top of the timeline for those critical 24 hours. It also used Website Cards to link to its OREOProudParent.com website.
The Twitter campaign helped OREO increase its brand mentions by a whopping 2,846% during the Twitter takeover. Also, the positive sentiment for OREO increased by 34%. Also, the engagement was 5x higher than the benchmark set by OREO on other platforms.
2. Milano Cookies
The Milano cookie is a trademarked cookie manufactured by Pepperidge Farm as part of its series of "European" cookies.
Milano Cookies sought to see if it could break through and create an iconic red carpet look that would fit its iconic cookies.
Solution & Approach
Milano Cookies decided to recreate some of the most popular red carpet looks by dressing up its signature snack. It used the hashtag #BestDressedCookies to bring the activation to life and drive the conversation on Twitter.
Milano Cookies built hype around #BestDressdCookies by teasing some of the most iconic outfits from past red carpets. It launched the live campaign for #BestDressdCookies on Oscars Sunday, recreating looks from the night in real-time. Moreover, Milano Cookies continued to engage the audience even after the curtains closed using Media Polls to pick the best-dressed cookie of the night.
The #BestDressdCookies campaign turned out to be a major success for Milano Cookies as it led to an increase of 1,610% in Milano Cookies’ mentions on Twitter. Also, the campaign helped Milano Cookies increase its video view rate by 127%. Moreover, the number of Milano Cookies Twitter followers rose by 11%.
3. Rexona Indonesia
With the Indonesian national football tournament underway, Rexona Indonesia was trying to reach out to its passionate fans during the tournament’s televised coverage.
Rexona Indonesia sought to engage with its audience in real-time conversation while driving awareness of its new product, Rexona MotionSense.
Solution & Approach
Rexona used a combination of Twitter Ad products and built its campaign around the hashtag #MOGER- an Indonesian word that means “get moving”, tied to its MotionSense product. It used a Promoted Trend to lead the conversation on the first day, helping it stand out among all the other online activities around the event.
Rexona used Promoted Video and rich-media Promoted Tweets that featured match highlights to spark conversation. The use of Twitter Poll Cards created interaction with a soccer-crazy audience. Rexona also used interest targeting by including “soccer”, “politics”, and “sporting events” along with whitelisted sports influencers such as popular Indonesian player Evan Dimas to drive reach and content relevance.
Rexona’s Twitter campaign performed outstandingly well and attained an overall reach of 720,000 with an average engagement rate of 5.2% and a peak engagement rate of 15.4%. Also, the cost per engagement was $0.06. The Promoted Trend #MOGER generated 4.9 million impressions, 13,100 hashtag mentions, and an engagement rate of 2.7%.
Twitter is one of the best platforms for brands that seek to benefit from a particular event and capitalize on the general sentiment associated with that event. With in-stream video ads and audience targeting, brands can ensure that they are reaching out to the most relevant audience with the most appealing content. However, this requires a clear strategy on how it will be achieved. A solid marketing campaign can go a long way in connecting brands with their existing and potential customers on Twitter.