For my summer intern project at VML, we had the chance to make a campaign for Oreo.
The ask was simple... or so it seemed. We were told to make Boo! Oreos a Halloween staple by developing a creative platform that drives brand engagement and sales during the Halloween season (the time when sales typically drop for Oreo).
Our research found that traditional Halloween celebrations are declining, and they're taking the sense of magic with them. These changes are a symptom of a bigger issue: disconnection.
In a world that is so disconnected, yet still craving a sense of community, Oreo has a unique opportunity to bring the magic back.
We'll use the power of food to encourage people to come together and create, giving them the new traditions and connections they're looking for. We're going to reignite the Halloween spirit through something as simple and powerful as baking together.
We’re rallying all Oreo-infused recipes into one place — Twisted Creations. An online baking competition built around the idea that Halloween is better when we make something together.
Oreo is very prevalent in the baking space. Encouraging people to put a "twist" on their recipes with Oreos creates a simple yet ownable platform.
For an extra entry, people can submit a selfie with their creation and who they’re sharing it with, furthering the sense of community.
On social, we’re teasing the competition, spotlighting submissions, and updating the live Magic Meter showing how many creations have been entered.
Through retailer apps, we’re pushing a variety of coupons and featured product spots that make it easy to add Oreos with one click.
Noelle Smithers (CW), Isaac Lewis (AD), Ethan Wons (AM), Aditi Maheshwari (Strategy), Eleonore Perrigueur (Strategy), Alex Radefeld (Media)
