#cookiethis or #creamthis? Either Way OREO Understands the True Value of Instagram

Who hasn’t dunked an OREO cookie?

Blog posts and press about Oreo’s success in social media isn’t new, at least not since their creative ad during the last Super Bowl which spawned them 10’s of thousands of new followers on Instagram.

What I love about their social media success is how they have continued to leverage this growth and keep the fun and following at an all time high! Oreo is by far, in my humble opinion, one of, if not the most, creative brands on Instagram – they really get it!

You don’t need to be an Oreo fan to enjoy their Instagram feed, in fact I rarely partake in Oreo snacking myself, I leave that to my kids.

I’m not going to ramble on about their social media success since so many bloggers already have – shopify published a great post summing it all up.

So, why am I writing this post? Often we get asked by clients what social networks they should leverage? This is not an easy question to answer because not all social networks are created equally. It depends on the client and their product/service vs. their demographic.

However, as the old adage goes “A Picture is Worth a Thousand Words” and today on the web photos and videos get you way more follows, likes, comments, sharing, views, than anything else – see my post on how people just don’t read anymore.

The key to “mastering” Instagram as a brand is not just getting people to follow you and like your pics, it’s about getting them to create their own and collaborate in the content process – in the industry this is know as UGC (User Generated Content). If your fans are loyal and engaged you can ask them to share and produce content that you can use.

Here’s my favourite Oreo cookie example: #cookiethis or #creamthis

The concept is very simple. Take a photo of something, anything, your shoes, your dog, a location and tweet or instagram the photo with #cookiethis or #creamthis and @oreo. Oreo then randomly chooses from these submissions and depending on the hashtag they will re-create the photo in either Oreo cream or cookie and post it on Instagram – AWESOME!

Here are a few examples:



I’m still waiting for them to choose one my pics 🙂



Recently Oreo ran a contest asking people to tweet or instagram photos of their pets using the #OreoPetShow. Photos were judged in the following categories: Best Selfie, Best Smile, Most Playful, and Thinks They’re People.

I wonder if they will #cookiethis or #creamthis 🙂



This is really cool!

I love when brands have fun with their own product and this case they really show how versatile their cookies can be – besides people have been using Oreo cookies in creative and interesting ways for a long time, Oreo is just sharing these tips with their community now – cudos!


Most recently Oreo started #OreoPerspectives. Oreo is asking that you look at your cookies from a different perspective – a little abstract I know. We’ll see where this goes.

That’s how the cookie crumbles!

If you know of any brands doing something cool on Instagram share it in the comments.

2 thoughts on “#cookiethis or #creamthis? Either Way OREO Understands the True Value of Instagram

  1. Pingback: Top 10 Most Unique and Creative Marketing Campaigns of 2013 – At Least We Think So! | Keep Marketing Fun

  2. Pingback: Ecommerce Predictions in Social Media for 2014 - ReferralCandy

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