Oreo
Mondelēz OREO | Creator-Led Strategy Drives Seasonal Shopper Engagement
Our creator-led strategy elevated OREO’s Halloween presence, exceeding engagement goals and driving a 207% increase in cart transfers.
Solutions
The food and beverage industry thrives on seasonal trends, where brands must continuously innovate to capture consumer attention. Mondelēz, the maker of OREO, sought to capitalize on the Halloween season by positioning OREO as a must-have treat for festive activities. The challenge was to increase in-store and online sales at a major mass retailer through a campaign that would inspire new purchase occasions.
Mondelēz turned to New Engen to craft a creator-led content strategy that would resonate with shoppers at this major mass retailer. By harnessing high-quality storytelling, targeted media amplification, and an engaging creator network, we set out to establish OREO Halloween cookies as a seasonal tradition, driving both conversion and brand affinity.
Immerse
Understanding shopper behavior at this major mass retailer and the role of seasonal food traditions was essential to our approach. We conducted a deep dive into consumer insights, analyzing purchase data, social media trends, and competitor benchmarks. The research highlighted an opportunity to position OREO beyond just a snack—as a creative ingredient for seasonal DIY activities.
To execute an authentic and high-impact campaign, we partnered with the retailer’s core audience: parents and Halloween enthusiasts. We recruited creators who embodied this demographic, ensuring that the campaign would feel natural and engaging within their content ecosystems. Through these insights, we aligned our strategy with shoppers' interest in family-friendly, hands-on holiday experiences.
Inspire
Consumer research revealed that Halloween shoppers actively seek DIY ideas and engaging activities for kids. This insight led us to focus on OREO cookie carving—a playful, mess-free alternative to pumpkin carving. Our team collaborated with hand-selected creators to produce content that was not only visually captivating but also seamlessly integrated OREO into the seasonal tradition.We strategically amplified this content across Meta platforms, targeting users interested in Halloween, parenting, DIY crafts, and sweet treats. By leveraging engaging, high-quality video content, we ensured that shoppers at this major mass retailer saw OREO as an essential seasonal purchase. Our deep understanding of seasonality, audience behavior, and platform-specific engagement trends enabled us to maximize conversion rates and engagement.
Implement
Using the following tactics, we executed a multi-faceted media and creative strategy that brought our insights to life and delivered measurable impact:
Allocated spend across Meta platforms, ensuring maximum reach and high conversion rates through the retailer’s online carting system.
Partnered with high-quality creators to produce visually engaging Halloween-themed content, integrating OREO as a key seasonal element.
Created tutorial-style videos, interactive storytelling formats, and visually appealing seasonal aesthetics to enhance engagement.
Focused on family-centric DIY content, appealing directly to parents and holiday enthusiasts seeking creative seasonal ideas.
Experimented with different video durations, finding that longer videos drove higher engagement.
Refined messaging and visual elements based on real-time performance data to optimize for higher engagement and conversion.
Impact
The campaign demonstrated the power of seasonal storytelling, creator-driven engagement, and strategic digital media execution. By integrating compelling content with targeted paid amplification, Mondelēz OREO successfully positioned itself as a Halloween staple, making this campaign a repeatable blueprint for future seasonal initiatives. Our strategic approach drove record-breaking engagement and far surpassed initial performance goals: generating $810K Total Cart Revenue and driving 10.7X Cart Return on Investment (cROI).
