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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First-Ever Social Media Guinness World Record: FAQs
A Social Media Guinness World Record is an official acknowledgment from the Guinness World Records organization for standout achievements in social media metrics. I chose to pursue this accolade to elevate Oreo’s social media game, specifically aiming for the most likes on a brand’s Facebook post in 24 hours.
I envisioned a high-impact, history-making initiative for Oreo’s social media strategy. Setting a Social Media Guinness World Record presented that high-stakes, high-reward opportunity.
My team and I initially set the Guinness World Record with 114,619 likes for Oreo. But Lil Wayne’s participation turned it into a legendary duel, as he claimed the title just hours later. This intense competition led to 1,438 media placements and over 9 million social media impressions.
Lil Wayne’s entry transformed what could have been a one-sided achievement into a dynamic showdown. His participation amplified the media attention and social buzz, making the campaign even more memorable and impactful.
The media lapped up the suspenseful race between Oreo and Lil Wayne, with coverage from major outlets like Mashable, Time, ZDNet, and Forbes. The narrative became about more than just setting a record; it was a story that captivated a global audience.
The campaign demonstrated the power of audacious goals and unexpected twists in social media marketing. In fact, the duel with Lil Wayne made it a more resonant story, showing that it’s not just about setting a record—it’s about creating a campaign with lasting impact.
