Oreo: OREO COOKIETHIS/CREMETHIS

Credits & Description:

Advertiser: OREO
Agency: WIEDEN+KENNEDY
Category: Social Media & Viral Marketing
Advertising campaign: OREO COOKIETHIS/CREMETHIS
Senior Interactive Strategist: Agatha Asch (Wieden+Kennedy)
Art Producer: Amy Carleton (Wieden+Kennedy)
Creative Director: Jason Bagley (Wieden+Kennedy)
Copywriter: Jason Kreher (Wieden+Kennedy)
Artist: Jayme Hansen (Freelance)
Social Strategist: Jen Goldberg (Wieden+Kennedy)
Artist: Karen Koch (Freelance)
Photography/Videography: Kelly Moore (Wieden+Kennedy)
Social Strategist: Lizzie Hanner (Wieden+Kennedy)
Executive Interactive Producer: Lori Debortoli (Wieden+Kennedy)
Artist: Matty Sidle (Freelance)
Interactive Strategist: Jocelin Shalom (Wieden+Kennedy)
Executive Creative Director: Joe Staples (Wieden+Kennedy)
Interactive Producer: Robbie Veltman (Wieden+Kennedy)
Event Producer: Victoria Semarjian (Wieden+Kennedy)
Event Producer: Melissa Esslemont (Wieden+Kennedy)
Production Design: Nate Smith (Freelance)
Director Of Interactive Production: Pierre Wendling (Wieden+Kennedy)
Interactive Studio Artist: Rob Mumford (Wieden+Kennedy)
Executive Creative Director: Susan Hoffman (Wieden+Kennedy)
Artist: Todd Saucier (Freelance)
Artist: Alexandar Barrett (Freelance)
Interactive Studio Artist: Caitlin Alexandar (Wieden+Kennedy)
Production Design: David Storm (Freelance)
Art Producer: Heather Hanrahan (Wieden+Kennedy)
Artist: Kate Fenker (Freelance)
Account Services: Ken Smith (Wieden+Kennedy)
Interactive Creative Director: Matt O'Rourke (Wieden+Kennedy)
Social Strategist: Natalie Welch (Wieden+Kennedy)
Social Strategist: Sarah Biedak (Wieden+Kennedy)
Account Services: Scott Sullivan (Wieden+Kennedy)
Artist: C (Freelance)
Creative Director: Craig Allen (Wieden+Kennedy)
Art Director: Croix Gagnon (Wieden+Kennedy)
Social Strategist: Danny Schotthoefer (Wieden+Kennedy)
Interactive Studio Artist: Dinesh Dave (Wieden+Kennedy)
Art Producer: Eugenie Frerichs (Wieden+Kennedy)
Measurement Strategist: Jacob Sperla (Wieden+Kennedy)
Production Design: Jason Beveridge (Freelance)
Photography/Videography: Jason Roark (Wieden+Kennedy)
Account Services: Jessie Young (Wieden+Kennedy)
Production Design: John Pullano (Freelance)
Photography/Videography: Katie Reardon (Wieden+Kennedy)
Production Design: Loren Candela (Freelance)
Production Design: Ron Skrasek (Freelance)

Implementation
To continue engagement from OREOs Super Bowl spot with a younger demographic, a call to action on the end card drove users to OREOs first-ever Instagram presence. Once there, users discovered that if they tagged a photo with #cookiethis or #cremethis, their image would betransformed in real life using their favorite part of the OREO. In the 60 seconds following the spot, @OREOs Instagram followers jumped from 2K to over 20K. This unprecedented growth resulted in over 45K submissions, 33 photos on the Explore tab and a barrage of media coverage including snagging the number one spot on the front page of Reddit.

Client Brief Or Objective
We were asked to come up with a campaign that would take the cookie or creme debate to the big stage and appeal to a younger demographic. Historically, OREO cookies core consumer skewed older female, so in order to connect with a new audience, our strategic approach was to speak to younger consumers in their natural habitats. This meant not only speaking to a new target audience but also moving into channels that the brand had previously never had a presence in, like Instagram.

Execution
By asking people to choose sides–either cookie or crème–we sparked a passionate argument that created a real, dynamic conversation among our target that made OREO relevant to them. While most brands currently use Instagram as a one-way platform, we were able to engage users in an irreverent back-and-forth that had never been done before. At the end of the event, this odd and fun parade of cookie sculptures broke new ground for a new target but never lost sight of the brand’s distinctive voice.

Outcome
We were asked to come up with a campaign that would appeal to a younger demographic, that target audience lives on Instagram so we wanted to speak to them in their natural habitat.In the 60 seconds following the spot, @OREO's Instagram followers jumped from 2,000 to over 20,000. Three minutes after the spot, the followers hit 30,000. By the end of the three-day campaign @OREO compiled the following:-85K new followers-45K #cookiethis/#cremethis tagged photo submissions-800K total likes-41,400 total comments-33 photos on the "Popular/Explore" tab-#1 spot on the front page of Reddit.