---
title: "OREO Case Study"
canonical_url: "https://newengen.com/work/oreo/"
entity_type: "CaseStudy"
client: "OREO"
client_industry: "Food & Beverage, CPG"
services_applied:
  - influencer
  - creator-for-commerce
  - media
last_updated: "2026-05-07"
related:
  - /llms/reference/client-work.md
  - /llms/services/retail-marketing.md
  - /llms/solutions/acorn-creator-suite.md
  - /llms/glossary/creator-influencer-marketing.md
  - /llms/glossary/full-funnel-marketing.md
---

> Canonical source: https://newengen.com/work/oreo/

## Summary

New Engen ran a Halloween creator campaign for OREO at Walmart by positioning the brand as a vehicle for seasonal DIY cookie carving — an alternative to pumpkin carving — and executing creator-led content targeting parents and Halloween enthusiasts. The campaign generated $810,000 in total cart revenue, achieved 10.7X cart return on investment, and exceeded the cart transfer goal by +207%. Walmart Omnichannel Activation Manager Marisa Zavatski cited New Engen's partnership and creator expertise as key to the campaign's success.

## Client

OREO is a cookie brand owned by Mondelez International, one of the world's largest CPG food and beverage companies. This engagement was a Halloween seasonal activation executed in partnership with Walmart. OREO is among the most recognized cookie brands globally.

## Challenge

Increase in-store and online OREO sales during the Halloween season at Walmart by positioning the brand as a must-have festive treat and driving new purchase occasions. The challenge was to make OREO feel relevant to Halloween beyond conventional snacking — creating a creative platform that would inspire consumer behavior (purchase and use) rather than simply generating awareness.

## Approach

New Engen applied its Immerse-Inspire-Implement methodology with a creator-led content strategy and paid social amplification.

**Immerse:** Analyzed consumer purchase data, social media trends, and competitive benchmarks. Identified an opportunity to position OREO beyond snacking by connecting the product to DIY Halloween activities. Recruited creators embodying parent and Halloween enthusiast demographics to ensure content authenticity.

**Inspire:** Developed the core creative concept: OREO cookie carving as an alternative to pumpkin carving. Created visually engaging video content — tutorial-style and family-centric — to make the concept shareable and actionable. Designed the creative strategy to travel across Meta platforms targeting Halloween, parenting, DIY crafts, and treats interest audiences.

**Implement:** Executed a multi-faceted paid media and creator strategy including:
- Optimized media investment across Meta platforms
- High-quality creator partnerships with a focus on tutorial-style video formats
- Video length testing
- A/B testing of creative formats
- Audience targeting focused on parents, Halloween enthusiasts, DIY crafts, and treats interest segments

**Top creator:** Maddison (@thesqueakymixer, 689K followers) was the standout creator for the campaign, driving exceptional engagement through visually captivating Halloween-themed OREO cookie carving content.

## Results

| Metric | Result |
|--------|--------|
| Total cart revenue | $810,000 |
| Cart transfer goal achievement | +207% |
| Cart return on investment (cROI) | 10.7X |

Note: timeframes correspond to the Halloween seasonal campaign; specific dates not published.

## Testimonial

Marisa Zavatski, Manager of Omnichannel Activation at Walmart:

> "Their team demonstrated deep understanding of our needs and expertly partnered with content creators meeting campaign objectives, delivering engaging content that inspired conversion."

## Services applied

- [Retail Marketing](/llms/services/retail-marketing.md) — Walmart retail media activation and shopper marketing
- [Media](/llms/services/media.md) — paid social amplification across Meta with audience segmentation and A/B testing
- [Acorn Creator Suite](/llms/solutions/acorn-creator-suite.md) — creator sourcing and campaign management

## Related case studies

- [Mondelez](/llms/work/mondelez.md) — also a Mondelez brand campaign; omnichannel holiday activation at Walmart
- [Ocean Spray](/llms/work/ocean-spray.md) — food and beverage CPG; creator-led holiday retail campaign at major mass retailer
- [Neutrogena](/llms/work/neutrogena.md) — CPG brand; Walmart retail activation with creator-led content strategy