Every consumer has their own unique way of having an OREO cookie, either a special ritual when eating the cookie on its own or even pairing with other ingredients. OREO is a playful cookie at heart, so we teamed up with them to launch a campaign to spark conversations and give people a little encouragement to share their own OREO twists, or discover a new favourite one they haven’t tried before.
Providing creative direction and oversight for the campaign, we kicked things off with our own 'wtf' Oreo Twist designed to spark debate (maybe a little disgust too). Collating the best responses and reposting them in classic 'tweet to Instagram' meme style (as shown above) to stir even more conversation.
Utilising other highly-engaged LADbible Group channels such as UNILAD, Tyla and SPORTbible to 'pile in' to extend the reach further and further. FOODbible's editorial team even broke their 6-year hiatus to join in the fun.
Working with influencers we went on to post a compilation video, fuelling the idea of Oreo Twists gathering pace as its own social movement.
Results:
- LADbible's most successful tweet in terms of Impressions served for a branded tweet that year (out of 41). Achieving quadruple its target.
- 8.6m total campaign reach
- 703k video views
- 47k engagements
- 13.9m impressions (+15.8%)
- LADbible's most successful tweet in terms of Impressions served for a branded tweet that year (out of 41). Achieving quadruple its target.
- 8.6m total campaign reach
- 703k video views
- 47k engagements
- 13.9m impressions (+15.8%)