Oreo Design & Branding OREO Daily Twist, 5 DraftFCB Chicago, Draftfcb

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OREO Daily Twist, 5

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Sector Confitería, Cookies
Media Design & Branding
Mercado Estados Unidos
Agencia DraftFCB Chicago
Agencia Draftfcb
Creative Director Megan Sheehan
Art Director Jackie Anzaldi, Mike Lubrano
Senior Art Director Jared Isle
Copywriter Noel Potts
Publicado marzo 2013

Premios

ADC Awards 2013
Interactive Craft Gold

Creditos y descripciones

Category: Consumer Packaged Goods (CPG)
Agency: Draftfcb
Client: Mondelēz International
Brand: OREO
Company: Draftfcb, New York
Target: USA · North America
SVP, Group Creative Director: Jill Applebaum, Draftfcb
Creative Director : Megan Sheehan, Draftfcb
Sr. Art Director : Jared Isle, Draftfcb
Art Director : Jackie Anzaldi, Draftfcb
Art Director : Mike Lubrano, Draftfcb
Copywriter: Noel Potts, Draftfcb
SVP, Group Management Director : Susan Polachek, Draftfcb
Account Director: Lori Johnson, Draftfcb
Marketing Director, OREO: Cindy Chen, Mondelez International
Senior Associate Brand Manager, OREO: Danielle Brown, Mondelez International
Features: Ads and Sponsored Stories, Pages
Language: English (US)
Objectives: Awareness, Online Traffic
Tags: Consumer Packaged Goods (CPG), North America, USA, English (US), Ads and Sponsored Stories, Pages, Awareness, Online Traffic  
On June 25, 201
Oreo launched a social media campaign that would forever change what a cookie can do: the Oreo Daily Twist. One hundred ads in 100 days turned trending news stories into visual treats. Oreo cookie’s unique perspective on the world didn’t just grab the attention of 27 million Facebook fans: it became news itself.
Each day, the team would search the news and social media venues looking for hot topics—big or small—to reinterpret through the playful eyes of Oreo, adding a delightful twist. A range of topics, from Pride week to the Mars Rover landing to 'Talk Like a Pirate Day', were featured.
The idea for the last 'Twist' was crowdsourced in Times Square and produced live in a virtual pop-up agency. Oreo asked its Facebook fans what topics they wanted to see featured as the final Daily Twist. As the team worked on concepts, the images were projected on a massive Times Square billboard so fans could pick their favorite and track its progress up through the final posting: 'The Anniversary of the High Five'.
Campaign Performance
The first Daily Twist, 'Pride', took the media by storm and was featured on ABC News, The Colbert Report, Jimmy Kimmel Live, The Huffington Post, and many more. Remarkably, there was no media support the first month of the campaign: all of the excitement was generated organically by our Facebook fans.
As momentum continued to build throughout the campaign, multiple Twists were picked up by the media and bloggers. Our next major spike in media attention was celebrating the Mars Rover landing, which was featured on BuzzFeed, Mashable, and in Forbes. The Daily Twist campaign was featured in more than
600 articles, garnering over 231 million media impressions.
Not only were our engagement goals exceeded: our Facebook fans jumped from 26 to 27 million in the 100 days of the campaign. In the 100 days, Daily Twist triggered over 1.3 million Facebook interactions (shares, Likes, comments)—an increase of 195% compared to the three months prior to the Daily Twist. Our share rate increased by 280%, with each post being shared approximately 1,472 times.
The impact the program had on pop culture was abuzz everywhere: not only in trade publications, but in the mainstream media as well:
“Can OREOs become the next Google Doodles?"—The Atlantic Wire, August 6, 2012
“Top 10 memes of 2012”—Time.com, December 4, 2012
“OREO’s Daily Twist cookies customized around current events are delightful.”—The Huffington Post, August 16, 2012
“Although it’s a brand that’s over a century old, OREO continuously taps the news stream for inspiration to create visual ideas that help keep the brand current and participating in the conversation.”—Forbes, August 21, 2012