Satrajit Sen
Digital

#OreoBesties depict the bond between Cookie and Orange Crème

The digitally driven campaign took off with depicting how Oreo Cookie and Orange Crème are two flavours that blend.

Cadbury's cookie brand Oreo, which famously promotes the 'Twist, Lick, Dunk' message through its TVCs, had taken dunking on to social media with its Daily Dunks Facebook campaign last year.

#OreoBesties depict the bond between Cookie and Orange Crème
#OreoBesties depict the bond between Cookie and Orange Crème
#OreoBesties depict the bond between Cookie and Orange Crème
This year, the brand is back with a similar campaign. With the launch of Oreo Orange Crème, Oreo created a new chapter in content creation. This digitally driven campaign took off with depicting how Oreo Cookie and Orange Crème are #OreoBesties, two flavours that blend beautifully together. The entire campaign designed by Interface Communications reinforced this friendship between them and narrated tales of them as
, whilst engaging Oreo's fan base with multiple activities.

This campaign was a four-pronged activity where the very first activity tapped the biggest thing in vogue - the selfie. A spin-off of this love for taking pictures, Oreo's #BestieSelfie ran for three days where users were asked to share their (and their besties') selfies on Facebook. This activity saw a 387,352 reach on Facebook and generated 243,833 impressions on Twitter.

The second leg of the campaign was a #ShoutOut between the two #OreoBesties Cookie and Orange Crème, where one would #ShoutOut something and fans had to guess what the Reply would be. Hence, conversions were not limited between the #OreoBesties Cookie and Orange Crème, but also pulled in its users to complete the conversation between them. According to the agency, this activity saw reach touching 103,464 people on Facebook and 21,064 impressions on Twitter.

The third activity called the #YouAreBestiesWhen reached 115,568 people on Facebook and got 19,544 impressions on Twitter. With the perfect finale, #BestieBond was the most spoken about activity for two long days. Users' entries talked about what made their bond with their bestie unique. Oreo created live #OreoBesties out of them in the most visually appealing way. The entire campaign, including all the four legs ran across May and the first week of June 2014.

Speaking about the campaign, Robby Mathew, NCD, Interface Communications, says, "There's nothing better than users getting involved in driving brand content. That's what Oreo has successfully done time and again. And now with #BestieBond Live, it has taken engagement to a whole new level."

In the final analysis, the exercise received 207 personalised posts created live by Oreo India, 6.9 million impressions on Facebook. Twitterati embraced it so wholeheartedly that #BestieBond trended on Day one itself, across India. #OreoBesties "aim to filter the world through the playful imaginations" and engage the growing number of fans on Facebook and Twitter.

The sandwich biscuit was launched in 2011 in India with its global 'Twist, Lick, Dunk' communication, which broke across media including television, print, outdoor, radio, below-the-line and digital.

To drive engagement during the launch, the brand had launched the 'Oreo Togetherness Bus', which provided a platform for parents and children to catch fun family moments. Stationed at entertainment hubs of the city, the bus was loaded with fun games, photo opportunities, a cookie corner and more. Anyone could hop into the bus with their kids to have fun and try their hand at games. The bus travelled across New Delhi, Mumbai, Bengaluru, Ahmedabad, Pune, Lucknow, Hyderabad, Kolkata and Mysore.