300 BRIEFS. 300 ADS. 3 DAYS.
Three days was all it took for Oreo to become culturally significant in the lives of millennials. With its one-of-a-kind
Dunkathon campaign, Oreo reached out to its audience and created an engagement that went far beyond the
conventional media and became a part of their lives and memories.
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Objective
Expand the brand’s franchise by broadening
its imagery from a pre-dominantly ‘Kiddy’
imagery to one more universal..
Insight & Strategy
Young people are more social today than ever
before and love to share their passions with
their friends. With Oreo Dunkathon we took
the brand from celebrating the ‘cultural’ to
the ‘personal’. Oreo invited its fans on
Facebook and on Twitter to share their
passions with us and we celebrated it with a
unique ‘Oreo dunk’ worth cherishing and
sharing – made just for them. That too
completely live!
Results
Over 300 personalized Dunks were posted by
the end of the campaign. Brand imagery:
‘Brand I Love’ scores went up by 34% among
teens and young adults.
DAILY DUNKS
FACEBOOK TOP DUNKS
TWITTER TOP DUNKS
Results On TikTok
FACEBOOK RESULTS
Growth on Page: 36%
Reach-Increased by: 1164%
Impressions: 120 Million
TWITTER RESULTS
Growth on Page: 700%
Reach-Increased by: 5.5 Million
Impressions: 5.6 million
Brand imagery:‘Brand I Love’ scores went up by 34%
