Creative Execution

‘Mini Oreo Snack Anywhere’ a unique campaign on Facebook where fans had to suggest craziest locations to eat Mini Oreo. We responded to their suggestions by creating videos in real-time! A ‘war-room’ with a popular celebrity, big crew, live editing suites, thousands of props, writers, digital planners along with the client were all ready to go for the kill. We received an overwhelming response of approximately 1 suggestion every minute and we responded with almost 1 video in every 10 minutes that day. All the 40 videos were stitched together resulting into the ‘Longest Walk’ on both YouTube and Facebook.

The campaign was an astounding success when the videos (all created in just 1 day) were seen 1.8 million times from 18 million impressions on both Facebook and Youtube. The 10% view rate was much higher than the average industry benchmark. The facebook interaction on that particular day grew by a whopping 2000% over the previous day. The big power of a Mini cookie was evident when the total sales grew by almost 91% over the same period in the previous year and the penetration grew by almost 120%.

Mini Oreo was seen as just a smaller Oreo and with limited business support, it was unable to create a standing in the fast growing bis-snacks market dominated by Pocky. To maximize it’s potential it was imperative to come out of Oreo’s shadow and create an identity which would appeal to young adults who were heavy consumers of snacks. Leveraging it’s pop- ability and portability of a cool pack it was re framed as Snack which could be had anytime, anywhere. The Indonesian youth (primary target audience) spends more than 2 hours daily on social media and hence it was critical to engage them on the most popular platform - Facebook. Understanding their digital behavior we worked on developing an idea which was real time, entertaining and share worthy content which would surprise them. The campaign message was simple Mini Oreo is a snack that can be consumed anywhere.