As the lead of Oreo's international social media marketing at 360i, an award-winning digital marketing agency, I conceived the idea to set the first-ever social media marketing Guinness World Record.
The Challenge
Oreo, a brand with a massive global following, was eager to elevate its social media game. But how do you create a splash that resonates worldwide? We opted for a high-stakes gamble: setting a new Guinness World Record for the most likes on a brand's Facebook post within 24 hours.
The Execution
On February 15, 2011, we launched the campaign, inviting Oreo's 16.6 million Facebook fans to help set this groundbreaking record. It was a risk: fail, and you're the brand that couldn't.
Succeed, and you're a history-maker.
The Twist
Just when we thought we were in the clear, rapper Lil Wayne entered the fray, aiming to snatch our newly-set record.
It turned into a neck-and-neck race to the finish line.
The Results
At the end of the 24-hour period, Oreo had amassed 114,619 likes, setting the Guinness World Record.
However, Lil Wayne claimed the title just hours later with 588,243 likes.
Here's the kicker: the duel itself became the story, earning both brands immense media coverage and buzz worth its weight in gold.
- 1,438 Media Placements
- 2.47 Million Media Impressions
- 14 TV Placements (Two International)
- 9,015,415 Social Media Impressions
Media Coverage
Our campaign caught the eye of industry heavyweights like Mashable, Time, ZDNet, and Forbes, who reported on this historic face-off between Oreo and Lil Wayne.
- Mashable: Lil Wayne Steals Oreo's Record for Most Facebook Likes in 24 Hours
- Time: Lil Wayne Crumbles Oreo's Plans to Set World Record for Facebook 'Likes'
- ZDnet: Lil Wayne sets Guinness World Record on Facebook
- Forbes: The CMO's Must-Have 2011 Digital Handbook
Key Takeaways
The campaign demonstrated that taking risks can yield big rewards in social media marketing. It's not just about the record; it's about crafting a compelling narrative along the way. By aiming to make history, we created a campaign that was a victory in itself, measurable not just in likes but in lasting impact.
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