DESCRIPTION:
To celebrate OREO’s 100th birthday we created, “The Daily Twist”, a 100% responsive, fully integrated campaign that set out to make OREO a vital part of pop culture and everyday conversations in a digital world. It’s a lot to ask of a cookie, and yet we pulled it off with one of the most talked-about, emulated social publishing content stories in our industry. The agency team scoured trends every morning, and then turned the production around within hours, creating relevant content aligning OREO with current events for 100 consecutive days.
100 days. 100 pieces of content. 100% successful.
To support the launch of “The Daily Twist” campaign and generate buzz on Oreo’s 100th birthday, we launched PR events in Times Square, as well as 7 pop-up, surprise birthday celebrations, which occurred simultaneously in 7 different markets (4 different time zones) around the country. The pop-up birthday celebrations included nostalgic, surprise and delight moments that encouraged consumers to celebrate their inner kid to the fullest. Onsite programming included concerts & artist meet and greets, flash mobs, contests, product sampling, interactive photo opps, grand prizes and more.
Target Market: Millennials and Oreo’s online communities
Objective: To commemorate the 100th birthday of Oreo, we set out to prove that at a century old, Oreo is as relevant as ever.
Big Idea: To help everyone around the world celebrate the kid inside.
Key Message: Re-imagining pop culture through the eyes of Oreo and make Oreo become more relevant with the millennial audience.
RESULTS - 231 million media impressions, 515% increase in retweets, 433 million Facebook impressions
ROLE - For this project, I served as the Senior Account Executive on the Oreo/Mondelez business, as well the Associate Experiential Producer overseeing the creative execution and production for the “The Daily Twist” launch events. I worked collaboratively with the in-house creative teams, cross-functional agency teams (media, digital, social, PR) to bring the campaign to life.