| Title | FREE YOUR OREO STYLE |
| Brand | OREO, MONDELEZ |
| Product/Service | OREO COOKIE |
| Category |
B04. Excellence in Partnerships in Talent |
|
Entrant
|
BITMAMA REPLY Turin, ITALY
|
|
Idea Creation
|
BITMAMA REPLY Turin, ITALY
|
|
Production
|
BITMAMA REPLY Turin, ITALY
|
Credits
| Nicola Gotti |
Bitmama Reply |
Executive Creative Director |
| Erika Mameli |
Bitmama Reply |
Creative Director |
| Elena Loro |
Bitmama Reply |
Social Media Strategist |
| Mattia Bulagna |
Bitmama Reply |
Senior Art Director |
| Chiara Taddei |
Bitmama Reply |
Copywriter |
| Matteo Tassone |
Bitmama Reply |
Head of Strategy |
| Claudia Pardo |
Bitmama Reply |
Junior Art Director |
| Fabio Colacino |
Bitmama Reply |
Account Manager |
| Assunta Ciampa |
Bitmama Reply |
Account Director |
| Ethiopia Abiye |
Bitmama Reply |
Client Service Director |
Why is this work relevant for Entertainment?
Because, together with Chiara Ferragni, we transformed Oreo into a style influencer. We created a limited edition pack that everyone could have and, in addition, we gave people the chance to win an exclusive capsule collection. Together with Chiara we made people play with the cookie, and we got tons of UGC content in return. The collaboration took the front pages of newspapers and social networks went crazy for 4 months.
Background
In Italy, Oreo is a lovebrand. But in 2019, its leadership was threatened by the rise of new, very strong competitors. We needed to fight back, strengthening the relationship with our consumers and driving sales.
We had to stand out from the competition and uphold its top of mind position, with an impactful and newsworthy operation capable of generating buzz and a WOW effect.
Describe the creative idea
We turned Oreo pack in a cult object. How? We brought together the most iconic cookie and the most iconic fashion influencer, Chiara Ferragni, to create a capsule collection and a limited edition style-pack.
Two pop icon, able to engage everyone and bring playfulness into the world. Together, they launch a message: “Free your Oreo style”.
Describe the strategy
We had to stand out from the competition and uphold Oreo top of mind position, with an impactful and newsworthy operation capable of generating buzz and a WOW effect.
To engage transversal targets (not just Oreo fans) and to celebrate the most iconic cookie in the world we studied a memorable campaign.
Describe the execution
We launched the activation and the Oreo pack limited edition with a TV commercial.
A website hosted the contest: buying 2 packs, users could try to win an item from the capsule collection designed by Chiara Ferragni for Oreo.
An out of home campaign created a strategic path around Chiara Ferragni's store, while a social campaign pushed the contest. At the same time, together with Chiara Ferragni, we invaded social networks with personal and branded content, involving Chiara's friends to generate an incredible buzz. Last but not least, an exclusive launch on the TikTok platform allowed us to reach Gen Z as well.
Describe the outcome
15 M reach, + 123 M impression, 3 M total views, 225.000 clic, 1 M page views.
And the most important result for the brand: the Oreo sales of a month in a single weekend.