We needed to drive penetration of OREO in the UK. Taste had been identified as the main barrier, but our own research showed that the taste of an OREO is hard to define.
Our campaign addressed the taste barrier by dramatising the playful lengths people will go to get their hands on a delicious OREO.
Rather than talking about taste directly, we showed just how much some people love the taste of OREO through a range of content...
A big stunt with YouTube stars The Slow Mo Guys
UGC style content with a LADbible partnership
Contextual bumpers that tied into cultural moments like X-Factor and the Ryder Cup
And an #OreoBrows social post jumping on current beauty trends.
The campaign got consumers (and retailers) excited and engaged. Our YouTube VTR was 47% (more than twice the 20% benchmark) and brands like Benefit took the campaign into their own channels organically.
Some people'll do anything for an OREO
We teamed up with legendary viral YouTubers, The Slow Mo Guys, to launch a thumb-stopping social campaign that reminded everyone just how ridiculously delicious these little cookies are! As we showed the world the playful lengths people'll go for the taste of an OREO.