Campaign details

Brand: OREO Cookies
Brand owner: Mondelēz International
Lead agency: Geometry
Country: United States
Industries: Bread, cake, biscuits
Media channels: Competitions & contests, Online display, Point-of-purchase, in-store, Sales promotion, Social media, Websites & microsites, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Millennials love being 'in the know' first, and whether they're a Target, Kroger or Albertsons shopper, their phones are never far from reach. As tools they use for both discovery and sharing, we implemented an effective social strategy using on- and off-platform digital banner ads, custom content on Facebook, Instagram, Pinterest and Twitter, as well as influencer outreach, to build awareness of the launch of three new and unusual, limited-edition flavours of OREO Cookies and spark an urgency to find them in-store and online before they were gone. Total cookie category and OREO sales increased, with more than 100m impressions garnered.

Market background and objectives