CHALLENGE:

Oreo needed to localize and support their national Oreo Dunk Challenge promotion at Dierbergs Markets.

SOLUTION:

Building off a co-marketing partnership between Oreo and Prairie Farms Dairy, we created a viral social media video campaign that reinforced the national campaign, while incorporating St. Louis area landmarks to contribute a local feel. The video was promoted through the retailer’s website, YouTube channel, Facebook and in-store TVs. A supportive Facebook ad campaign geo-targeted participating store locations during the promotional period. We capped off the promotion with a 3-day series of events during the NCAA college basketball tournament.

RESULTS:

• Oreo saw 52% year-over-year growth in Dierbergs
• The digital campaign reached 151,292 Facebook users, generating 396,975 impressions
• The YouTube video went viral, garnering 276,000 organic views through the campaign