178 THE POWER OF VISUAL STORYTELLING There is a gold mine of social data within hours the creative team put together a visual that available to marketing depart- showed Oreo’s take on it. Of course, some events could ments, but it takes the right tools, have been anticipated in advance, such as a holiday or a analytics, and mostly, the right film release, but others such as a Loch Ness Monster photo mentality to make use of it in real hitting the news or five gold medals won in a day at the time. Brands that are changing Olympics were created in response to the current events their marketing strategies to inte- that were important to Oreo’s audience. grate real-time social listening and Oreo created images that celebrated everything from social data are beginning to see national holidays to real-time events with image titles amazing results. But real-time mar- reading “Talk like a pirate day,” “National radio day,” keting goes deeper than humorous “Elvis week,” “Mars Rover lands,” “Horse dance goes visual responses or witty videos. It’s viral,” “Pride,” “Anniversary of first high five,” “National about responsiveness, truly know- Bullying Prevention month,” “The Dark Knight rises in ing your customers, and taking a theaters tomorrow,” “Comic-Con begins,” and so on. You flexible approach to marketing. can find the full collection of images here: http://www .pinterest.com/oreo/daily-twist. How did social media respond to the Daily Twist images? Over the campaign there were 433 million Facebook views with an increase in shares of 280%, creating 231 million media impressions and making Oreo the brand with the highest buzz increase in 2012 (+49%). The campaign also won one of the two Cyber Grand Prix 1 awards at the Cannes International Festival of Creativity. Real-time marketing isn’t just Picture behind the scenes at a brand such as Oreo that for the trendy, consumer-facing has integrated real-time marketing into its strategy: mar- brands. It is a way of thinking that keting departments flexible enough to respond to events goes to the heart of your brand’s as they happen and tailor their marketing accordingly; ethos and creates a meaningful to monitor customer opinion and tweak campaigns in and human conversation between the light of it; to make product decisions based on data companies and consumers. collected minute by minute; to be able to put together an accurate picture of how products and campaigns are received—not just with sales figures but with accurate social media data from actual or potential customers.