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Escape Rooms, baking and Zoom call upgrades; just three of the activities OREO and Digitas UK put together for their social campaign #stayhomestayplayful.
Nicola Kemp
Editorial Director Creativebrief
Oreo
In a series of posts across Facebook (https://www.facebook.com/), Twitter (https://twitter.com/OreoUki) and Instagram (https://www.instagram.com/oreouki/), OREO is aiming to give people ideas of playful and accessible activities that will help brighten up the nationwide lockdown
- Agency:
- Digitas, London
Sector
Food & Drink
Bite Insight
Escape Rooms, baking and Zoom call upgrades; just three of the activities OREO and Digitas UK put together for their social campaign #stayhomestayplayful.
In a series of posts across Facebook, Twitter and Instagram, OREO pivoted its marketing activities to give consumers a range of ideas to stay playful while staying home. The activities include OREO based recipes like OREO brownies and OREO rocky road.
The campaign is being amplified by influencer marketing activity, with a wide range of influences taking part in the activities. Digitas managed the strategy, creative and production for the campaign, with media through Carat and Elvis overseeing community management.
The campaign is a compelling example of creativity amidst constraint; Aislinn Campbell, Senior Brand Manager at Mondelez who oversaw the campaign was new to the team so had not met the creative team in person. She explained that working on the campaign has been inspiring as both Mondelez and Digitas were able to pivot to create the OREO playbook in such a short space of time.
Laz Nikiforidis, Executive Creative Director at Digitas UK, added that “with schools closed and people and parents running out of ideas, and sanity, it made sense to try and least make a small contribution to improving the home life for everyone.”
The OREO playbook is agile marketing at it’s best and for parents with ever-decreasing supplies of patience, a welcome source of cookie-based creative inspiration.
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