Oreo Case study OREO DAILY TWIST [case image] by DraftFCB New York

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OREO DAILY TWIST [case image]

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Industry Confectionery & snacks, Biscuits
Media Case study
Market United States
Agency DraftFCB New York
Director Cindy Chen
Creative Director Megan Sheehan
Art Director Sebastien Zanini, Mike Lubrano
Copywriter Pierre Marie Faussurier
Released May 2013

Awards

Cannes Lions 2013
Cyber Lions Viral Advertising; Viral Marketing Grand Prix
PR Lions Sectors & Services; Consumer Goods, including FMCG and Household Products Gold
Direct Lions Product & Service; Fast Moving Consumer Goods Silver
Media Lions Use of Media; Best Use of Social Media Silver
Promo and Activation Lions Use of Promo & Activation; Best use of Social Media Marketing in a Promotional Campaign Bronze

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: MONDELEZ INTERNATIONAL
Product/Service: OREO
Agency: DRAFTFCB New York, USA
Associate Media Director: Paul Yates (MediaVest)
Vice President/Communications Director: Virginia Carey (MediaVest)
Vice President/Consumer: Sarah Yaffe (Weber Shandwick Chicago)
Deputy General Manager/Consumer: Kris Garvey (Weber Shandwick Chicago)
Group Account Director: Sandra Ciconte (360i)
President: Sarah Hofstetter (360i)
Account Director: Lori Johnson (Draftfcb New York)
Senior Vice President/Group Management Director: Susan Polachek (Draftfcb New York)
Senior Vice President/Global Strategy Director: Auro Trini-Castelli (Draftfcb New York)
Art Director: Mike Lubrano (Draftfcb New York)
Art Director: Sebastien Zanini (Draftfcb New York)
Senior Art Director: Jackie Anzaldi (Draftfcb New York)
Senior Art Director: Jared Isle (Draftfcb New York)
Creative Director: Megan Sheehan (Draftfcb New York)
Senior Vice President/Group Creative Director: Jill Applebaum (Draftfcb New York)
Senior Associate/Brand Manager: Danielle Brown (Mondelēz International)
Brand Manager: Jennifer Hull (Mondelēz International)
Director: Cindy Chen (Mondelēz International)
Vice President/Nabisco Cookies: Lisa Mann (Mondelēz International)
Senior Copywriter: Noel Potts (Draftfcb New York)
Copywriter: Pierre-Marie Faussurier (Draftfcb New York)
Describe the brief from the client
Born in 1912, OREO was about to turn 100. And, when you’re that old, you might be loved and revered, but you can also be seen as old-fashioned.
Indeed, having spent the past century communicating mostly through TV ads that played to classic, intimate family moments, the brand had developed quite a traditional image. How to solve the paradox of using a centennial anniversary to actually rejuvenate OREO? How to move from a brand for moms to a brand for everyone, and make it become so newsworthy that everyone would discuss it?

Creative Execution

Daily Twist tapped into contemporary culture, in real time and on a daily basis.
By celebrating the culture of the day, every day, we kept refreshing the brand image and made a first step – yet an important one – on our way to keeping the brand contemporary for the days to come. And in doing so, we reminded everyone, every day, of the playful delight that an OREO can bring.


Creative Solution to the Brief/Objective.

To make the brand newsworthy and engage directly with our audience, we decided to communicate online and in real time.
We created 100 ads in 100 days. Each morning, a creative editorial team scoured to find a trending news story, gave it a playful OREO twist, and pushed out a brand-new ad to our social networks by the end of the day. 'Pride', our first Daily Twist, became one of the most discussed images of the year. The next 99 Twists celebrated the extraordinary and the everyday, from the summer’s first heat wave to the Mars Rover landing.


Results

The Daily Twists were seen 433m times on Facebook. We doubled our Facebook engagement rate with 1.3m total interactions, attracting 1,055,601 new fans of the OREO page.
Their conversations spread off-line, from broadcasting media to late-night shows, generating more than 2,600 media stories and 231m media impressions.
In Q3, OREO base growth was at +4% – remarkable, considering the size of the brand and a 28% drop in media spending compared to the first quarter.
According to NBC’s Brand Power Index, Daily Twist made OREO the brand with the highest increase in buzz in 2012 (+49% vs 2011).