Earned & Owned: Maximizing Digital

OREO Daily Twist

360i
Mondelēz International’s OREO

Gold Winner

Social Marketing

“The OREO and Cole Haan social media campaigns worked because they were natural and not forced.”

Suzie Reider

Suzie Reider
Head, Media Solutions,
YouTube/Google

To keep the Oreo cookie relevant at 100 years old, Mondelēz International’s OREO and 360i introduced The Daily Twist, a real-time social marketing campaign that put Oreos in the middle of today’s pop culture. They created a “brand” newsroom that scoured the day’s top storylines for ways to integrate the iconic cookie into striking, one-of-a-kind designs, each relevant to the day. The end result was a new piece of visual social content every day for 100 consecutive days—all with Oreos at the center of them. The social impact was unheard of for a centenarian. Facebook shares and re-tweets soared. The brand moved from the kitchen to the front page of BuzzFeed. Fans saw the cookie in a brand new way.

“The OREO and Cole Haan social media campaigns worked because they were natural and not forced. The social element was woven into the cadence and rhythm of what was going on. For Cole Haan, the threading together of the media on the pull-down security gates and late-night food trucks, as well as the theme of don't go home (or don't let your shoes be the reason you go home) all appeared totally organic. It was as though there was a reason for Cole Haan to be looped into consumers’ nights out. The same held true for OREO. The graphic connection between the iconic cookie and the biggest storylines of the day felt truly organic. With social, there must be an intellectual alibi. The consumer must feel like the brand added to conversation by showing up.”

Suzie Reider, Head, Media Solutions, YouTube/Google

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