How a playful Orea campaign revived sales

The Problem

OREO faced a familiar challenge: the post-holiday sales slump. While the brand is synonymous with playful indulgence, it needed to reenergize its connection with younger consumers and combat declining sales during the January-February period. The goal was to create an engaging experience that resonated with the audience while driving commerce and reinforcing OREO’s ‘Stay Playful’ ethos.

The Solution

The solution was ‘Name This OREO,’ a gamified mobile audio experience that turned the act of naming OREO cookie combinations into an interactive and rewarding activity. Inspired by the iconic twist, lick, and dunk ritual, the campaign introduced a playful ‘language code’ that allowed users to name their OREO combinations using their voices creatively. The process was simple yet innovative:

• Engage with Audio: Users accessed the mobile audio platform and interacted with the ‘language code’ to name their OREO combinations.
• Gamification: The naming process was gamified, with users unlocking exclusive rewards for their creativity.
• Seamless Integration: The campaign was amplified across social media, OOH advertising, and retail partnerships, creating a consistent and immersive brand experience.

By combining audio storytelling with gamification, ‘Name This OREO’ encouraged repeat engagement and fostered a sense of personal connection with the brand.

Execution

The campaign was executed with precision to maximize reach and impact:

• Mobile Audio Experience: The campaign’s core was a mobile-first audio platform that allowed users to interact directly with the brand through their devices. The platform leveraged cutting-edge technology to recognize user inputs and deliver a seamless experience.
• Gamification: The 'language code' and reward system gamified the naming process, encouraging users to participate multiple times and share their creations on social media.
• Global Rollout: The campaign was designed for global scalability, with activations across social media, OOH advertising, and retail channels.
• Retail Integration: Partnerships with retailers like Kroger ensured that digital engagement translated directly into in-store purchases, closing the loop between experience and commerce.
• The campaign’s execution was supported by a robust media strategy that included targeted social media ads, eye-catching OOH placements, and in-store promotions, ensuring maximum visibility and engagement.

Creative Elements

The success of 'Name This OREO' lies in its innovative approach to audio storytelling:

• Playful Language Code: The campaign introduced a unique 'language code' inspired by the iconic twist, lick, and dunk ritual, allowing users to creatively name their OREO combinations.
• Gamified Experience: The naming process was gamified, with users unlocking exclusive rewards for their creativity, fostering a sense of achievement and repeat engagement.
• Audio Storytelling: The mobile audio platform created a personal and interactive experience, leveraging the power of sound to deepen emotional connections with the brand.

Results

'Name This OREO' delivered exceptional results, demonstrating the power of audio storytelling and gamification to drive consumer engagement and business outcomes:

• 17.2% Increase in Unit Sales: Unit sales at Kroger increased by 17.2% during the campaign period compared to the previous 8-week holiday period.
• 6% Increase in Household Penetration: Already-high household penetration at Kroger jumped an additional 6% during the campaign.
• 9.6% Increase in Trips: Trips to Kroger rose by 9.6% during the campaign period.
• 68% Increase in Site Traffic: The campaign drove a 68% surge in traffic to the OREO website.
• 350 Million Social Media Reach: The campaign reached a staggering 350 million users on social media, creating widespread awareness and engagement.

These results highlight the campaign’s ability to drive both digital engagement and in-store commerce, proving that playful creativity can deliver serious business results.

Challenges and Learnings

One of the key challenges was ensuring the mobile audio platform delivered a seamless and intuitive user experience. The campaign overcame this by leveraging cutting-edge technology to recognize user inputs and deliver accurate results. Another challenge was scaling the campaign globally while maintaining consistency across markets. This was achieved through a robust media strategy and strategic partnerships with retailers like Kroger.

The campaign also underscored the importance of integrating digital and physical touchpoints. By bridging the gap between online engagement and in-store purchases, 'Name This OREO' created a holistic brand experience that resonated with consumers and drove measurable results.

Future Impact

'Name This OREO' sets a new benchmark for innovation in audio storytelling and gamification. By leveraging the power of sound to create a playful and interactive experience, the campaign demonstrates how brands can use audio content to engage audiences and drive business outcomes.

The success of the campaign has inspired OREO to explore additional ways to integrate audio storytelling into its marketing strategy, ensuring that the brand remains at the forefront of innovation in the food and beverage sector.

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