Oreo Dunk Challenge
Challenge:
Oreo needed to localize and amplify their national Oreo Dunk Challenge promotion in the St. Louis market, specifically at Dierbergs Markets, to drive engagement and support the overall campaign.
Solution:
To create a regional impact, we partnered with Prairie Farms Dairy to co-market a St. Louis-themed “dunk” video, featuring iconic local landmarks. This campaign was amplified through multiple digital channels, including the retailer’s website, YouTube, Facebook, and in-store TVs. To further boost reach, a geo-targeted Facebook ad campaign was deployed across participating store locations, and the promotion was capped off with a 3-day in-store activation during the NCAA college basketball tournament, engaging shoppers with samples and live demos.
Results:
- Oreo achieved 52% year-over-year growth at Dierbergs
- The Facebook campaign reached 151,292 users and generated 396,975 impressions
- The YouTube video went viral, earning 276,000 organic views during the promotion
