My favorite PR campaign from the 2013 Cannes Lions Festival

By: Nicole Russell


In the summer of 2013, I was fortunate enough to have the opportunity to study abroad in an advertising and public relations   program through Michigan State University. One of the highlights of this program was it allowed us to attend the Cannes Lions International Festival of Creativity in Cannes, France. The Cannes Lions festival is an international event for those working in advertising, public relations and related fields. It’s often called “the Oscars of the advertising industry.”

While attending the festival, I was able to learn from top talent in the public relations industry. I was blown away by the creativity and innovation of the public relations campaigns I saw; here is just one of my favorites.

Oreo’s “Daily Twist” Campaign.

If you’ve sat in any public relations or advertising class, then I know you’ve heard of Oreo’s “Dunk in the Dark” campaign that ran during the power outage at the 2013 Superbowl, and you’re aware that Oreo is a smart social media brand.

Like the “Dunk in the Dark” campaign, the “Daily Twist” campaign uses real-time content creation to engage users across social media platforms Facebook, Twitter and Pinterest. To celebrate Oreo’s 100th birthday, Oreo shared an image of an Oreo that reflected the day’s current events for 100 days in a row.

There was an Oreo for the 2013 Emmy Awards:


An Oreo for “Talk like a Pirate Day:”


And even an Oreo for Pride Month that generated a small controversy:


I love this campaign because I think it’s a wonderful example of how an old brand can stay modern with the help of social media. By producing fun and engaging content daily, Oreo positions itself as a topic of conversation among the media and consumers alike.

The proof is in the numbers. According to Socialbakers, Facebook shares from Oreo’s page increased by 4,440 percent since before the “Daily Twist” campaign.

As a social media enthusiast, I think Oreo’s “Daily Twist” campaign should serve as a model for all brands wishing to create a engaging social media presence with consumers, and that’s why it’s my favorite PR campaign from the 2013 Cannes Lions Festival.


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