OREO:
#HOLIDAYOREOKE
THE PRODUCT
OREO is the quintessential Nabisco product, the chocolate & creme filling sandwich cookie, with many flavors and versions, and the main ingredient of a neverending supply of dessert recipes.
THE BRIEF
OREO is the quintessential Nabisco product, the chocolate & creme filling sandwich cookie, with many flavors and versions, and the main ingredient of a neverending supply of dessert recipes.
THE BRIEF
- Supply creative input, consultation, and concepting for OREO's TikTok holiday campaign ideas.
- Help OREO finalize a direction for their campaign and direct them to specific TikTok ad products that can help bring their vision to life.
THE SOLUTION
Knowing that sound is the heart of TikTok, the direction selected was OREO karaoke, or “OREOke”. This playful challenge brought people together to lip sync along (karaoke-style) using an OREO as the mic.
At the heart would be a TikTok musician to make a custom track for the challenge, and we’d tap other popular TikTok creators to help kick things off. Part of my guidance on this direction was to reinforce the necessity for a talented music creator, one who is respected by the TikTok community. The right person has the potential to make or break the campaign, so I stressed the need to work closely with our Creator Solutions team.
THE EXECUTION
OREO released the custom holiday song, Santa, Snow & OREO, made especially for TikTok by The Gregory Brothers (AKA @schmoyoho, the creators behind the “corn kid” song) & Gabriella Joy (AKA @gabriellajoy_)
The song also accompanied a branded effect that allowed users to sing along with the song, karaoke-style, with a bouncing OREO taking them through the lyrics.
This was also the basis for a Hashtag Challenge, which prompted users to incorporate the product on a fork as a makeshift microphone, singing into it for their content.
A custom emoji was created and automatically added to hashtag use, an exclusive to TikTok feature.
The challenge was then kicked off by family TikTok creators who demonstrated how to use the effect.
Paid influencer videos by @andrewzspencer, @joshkillacky, @cristalallure, and @alixtraeger
(Click handles to watch the videos)
(Click handles to watch the videos)
THE RESULTS
- Less than 24 hours into the challenge, #HolidayOreoke already had 214M views
- OREO executed this idea on TikTok first, then adapted it for other platforms, and even directed their audience from Stories & Reels back to TikTok to get them to participate