Oreo had a big birthday to celebrate - its 100th, in fact. To commemorate the milestone, we set out to prove that this century-old brand is as relevant as ever. Taking a close look at the demographic makeup of Oreo's online communities, we uncovered an interesting finding: Millennials, not just moms, were some of the time-tested brand's most passionate supporters. Our strategy? To become even more relevant to this crowd by re-imagining pop culture through the eyes of Oreo.

Launch the campaign
Published
October 2013
Topics

The Story

Oreo had a big birthday to celebrate - its 100th, in fact. To commemorate the milestone, we set out to prove that this century-old brand is as relevant as ever. Taking a close look at the demographic makeup of Oreo's online communities, we uncovered an interesting finding: Millennials, not just moms, were some of the time-tested brand's most passionate supporters. Our strategy? To become even more relevant to this crowd by re-imagining pop culture through the eyes of Oreo.

Scouring pop culture for the top storylines in its brand newsroom, Oreo created a new piece of social content every day for 100 days, propelling it into the center of cultural dialogue. Visuals ranged from the momentous Mars Rover landing to the rapid rise of Psy’s “Gangnam Style” video, and for the big finale – the 100th Daily Twist – we invited fans to submit and vote on their own story ideas with real-time polling. The winning content was created in reality TV fashion at a makeshift newsroom in Times Square.

The Technology

  •  

    Social

    Facebook

    Twitter

The Results

Oreo became a living, breathing part of culture – and people (especially Millennials) looked at the brand in a completely new way. The brand saw a 280 percent increase in Facebook shares and 510 percent increase in retweets on Twitter. The content series garnered more than 1 million Likes on Facebook. Oreo became a fixture in the press for the duration of the campaign, earning praise and mention from leading news outlets, with the thousands of placements producing more than 230 million earned media impressions.

230

million earned media impressions

4

Cannes Lions, including a Grand Prix in the Cyber category

Launch Date June 1, 2012