OREO

OREO saw a 14-point lift in ad recall after running an immersive ad campaign on Instagram and Facebook that used multiple touchpoints such as virtual reality, augmented reality, Stories, Reels, Feed and more.

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THE STORY
Staying playful

Introduced in the US in 1912, OREO is a leading cookie brand and is sold in more than 100 countries worldwide. Over 60 billion OREO cookies are sold annually, with more than 20 billion of those cookies sold in the US. OREO is owned by Mondelez International.

14-point

lift in ad recall

9-point

lift in mentions of “OREO” during campaign period

75%

of all traffic to OREO.com was from Meta paid media

OREO cookies practically beg to be played with, and we twisted open a space in the metaverse for OREO lovers to play—the OREOVERSE. We couldn’t think of a better way to promote the launch of The Most OREO OREO, and to create a new opportunity for our fans to connect with each other and share that playful spirit.
JULIA ROSENBLOOM, SENIOR BRAND MANAGER, OREO
THE GOAL
Promoting a limited-edition cookie

OREO wanted to build awareness about the release of its limited-edition new cookie called “The Most OREO OREO,” which the brand describes as “an OREO cookie stuf’d with itself, literally!”

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THE SOLUTION

Showcasing the OREOVERSE

To build a buzz for its limited-edition cookie, OREO partnered with media agency VaynerMedia, creative agency The Martin Agency, PR agency Weber Shandwick and the team at Meta to build a 360-degree campaign. The team designed the multi-touchpoint strategy to showcase a virtual reality experience called the OREOVERSE—an interactive world where OREO fans can have fun and play cookie-themed games.

To promote awareness of the OREOVERSE, the team ran several different types of ads across Instagram and Facebook, including photo, video and lead ads in feed, Stories and Reels that encouraged people to visit the OREOVERSE in Horizon Worlds, or via a microsite experience at OREOVERSE.OREO.com on mobile devices or desktop computers.

The team also ran playful augmented reality ads that included a Try in Camera button that, when tapped, opened the camera on the viewers mobile device and loaded fun augmented reality filter effects. Another touchpoint included an Instagram Live event featuring a well-known celebrity who was shown visiting the OREOVERSE in Horizon Worlds.

OREO showed ads to US adults aged 18 and over with an interest in cookies, gaming, virtual reality, OREO brand, snack food, video games or Oculus. The campaign proved to be so successful that the limited cookie not only sold out, but beat all of OREO’s sales goals.

OREO measured the results of the February 1‒March 31, 2023 campaign using a Meta brand lift study, which revealed:

  • 14-point lift in ad recall
  • 9-point lift in mentions of “OREO” during campaign period
  • 75% of all traffic to OREO.com was from Meta paid media
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The OREOVERSE was the answer to one of the most common, yet challenging, briefs for a consumer goods advertiser: How can a legacy brand generate excitement for a new product in an engaging and innovative way? Meta was the perfect partner for creating a campaign with immersive virtual and augmented reality experiences that generated brand love and sales.
BRITTANY TOOKER, CREATIVE DIRECTOR, THE MARTIN AGENCY
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