![]() Adblock Adblock Plus Adblocker Ultimate Ghostery uBlock Origin Others To find out more, including which competitions are currently open for entry, visit The Drum Awards website. This campaign was a winner at The Drum Awards for Social Media. ![]() Overall, we saw 78,443,127 impressions UVPD from outlets including Ad Age, Adweek, Fox Business, CNET, Food & Wine, and more. All in all, we earned 415 placements, 99% of which featured 2+ key messages of the campaign, and nearly 75% of online stories embedded the vault film. These efforts resulted in excitement and earned coverage for our mission across online, social and broadcast media, spanning tech, lifestyle, food, and news, outlets - during an incredibly loud news week, including election coverage and the SCOTUS confirmation). We treated media like consumers to maximize intrigue and impact by teasing a cryptic message days before launch, saving the big reveal for the release date, playing up the ‘seriousness of the situation,’ and sparking social shares with a souped-up mailer to our closest media and influencer VIPs. We also brought The Vault to life through earned media placement. Iconic brands jumped in on the fun, including Dunkaroos, Coca Cola, Diet Coke, Burger King, Krispy Kreme, Dunkin Donuts, and more. Some fans even commented on the film’s beautiful cinematography and our engaging social strategy. Many praised Oreo for such a heroic act and celebrated how ‘epic’ the activation and custom Oreo Vault packs were. Sentiment was overwhelmingly positive, and everyone played along with our serious tone. Our Instagram post that showed the special Oreo packs wrapped in protective casing drove 72% more engagements than Oreo’s benchmark. On average, it takes Oreo nearly two weeks to drive on-par impressions and real-time community engagement to pique fan interest, drive documentary views, and spark buzz. We created more than 40 pieces of multi-platform social content which resulted in nearly 4m organic impressions, over 324,000 video views and 178,000 engagements in only five days. Once we finally revealed the Global Oreo Vault, a burst of activity across Oreo’s social channels drove video views and sparked buzz. This cross-agency, integrated campaign jumps on a worldly event by playfully creating social buzz and taking swift and measured action to protect Oreo cookies at any length, all while inviting fans and other brands to get on the fun. The Global Oreo Vault is real, even if only in the hearts of Oreo fans and followers. They dropped everything to save Oreo cookies. A crew of both professional actors and Mondelez employees gave the film a very authentic feel. Maintaining an authentic and urgent tone required elevating the storytelling - showcased by the film cast. Agencies, directors, producers, and editors prioritized the production of the documentary, social short videos, physical vault build, social communication plan, media outreach plan, and influencer assets in record time: from idea to reality in only 35 days.įor this idea to work at its best, it needed to feel real for viewers and very real for the brand and architect tasked with saving the Oreo cookies. To bring this activation to life, we had to work against actual space and time. Fans went wild for them, asking how they could get their hands on a pack and requesting Oreo make them - for real. To further drive campaign engagement, we gave fans a peek into the vault which held special Oreo packs wrapped in protective casing, accompanied with powdered milk (just add snow!). Upon sharing that Oreo had a plan in the works, fans responded with feelings of relief and gratitude that followed our very serious tone, and anticipation for what was to come. We overhauled Oreo’s Instagram and Twitter for five days, masterfully dropping playful teasers about our plan to save the Oreo Cookies. We took this one step further by creating elements that captured consumer attention, like customized packaging for the stockpile of Oreos. Our social approach was to playfully insert the love for Oreo into a new and relevant context (the impending asteroid) and drive social buzz among fans throughout the journey. And while culture may change, the fact that Oreo is loved across the country does not. Oreo is a brand that’s constantly finding new ways to tap into the cultural zeitgeist. But how? By building an asteroid-proof vault in Svalbard, Norway, filling it with a stockpile of Oreo Cookies and documenting the entire journey along the way. It was our civic duty to take the potential threat seriously, and to work day and night to protect the future of Oreo Cookies for our civilization. Although there was virtually no chance (0.41% to be exact) of the asteroid threatening our beloved cookie when it passed by, Oreo wasn’t willing to risk a future without the world’s favorite cookie.
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