Last winter, Mondelez was looking for ways to maximize its corporate sponsorship of the NHL. It had invested in hockey because of the sport’s cultural relevance in Canada and decided to pair it with one of its most culturally relevant products: the Oreo.
The result was the Stanley Cup Oreo, a cookie with the image of the cup etched into it that was available from March through the end of April last year. (It will be available again this spring.)
Last week Mondelez released a case study in partnership with Facebook to show how it used the platform to promote the limited edition cookie during the playoffs.
Here’s a look at the study.
The brief:
After doing Facebook ads on a small scale in 2013 and seeing great impact, Oreo decided to blow up the program for 2014.
“When we looked into how to best reach our consumers, we knew Facebook was a strong way for us to both demographically target and also have the reach for Canadians across both the Oreo fan base and the NHL fan base,” said Kristen Knox, senior brand manager at Oreo.
The target: Canadians 25-54
Main goals: Engagement, awareness, increased relevancy and in-store sales
The solution:
Together with its agencies, FCB, BStreet and MediaVest, Mondelez created a new version of its “Twist, lick and dunk” campaign; an idea that’s been reinvented by the brand several times. It then paired its media buy with hockey properties, targeting NHL fans online and on broadcast.
To reach Canadians on as many touchpoints as possible, Oreo took out media across several platforms, including TV, in-store and online. Key to the plan: Facebook, which allowed Oreo to focus on hockey fans within its target. “Facebook was able to provide direct reach with that NHL-targeted consumer,” Knox said.
The brand used both mobile and news feed ads and tapped Facebook’s Creative Shop to help it create video content for Facebook and Instagram (a resource reserved for the social network’s “managed,” high paying clients.)
According to Knox, Facebook provides a more efficient spend and better ROI than TV, but she said both were crucial to the success of the campaign.
“Our research globally shows that when you pair TV advertising with online and social, you actually increase the ROI of both significantly,” she said. “It’s not one versus the other, but how you pair them and how you amplify the impact and reach of both.”
The results:
-Ads seen by 4.7 million Canadians (at an average of 3.7 times per viewer)
-22% lift purchase intent
-Four point increase in ad recall
-Reached 32% of Canadians 25-54, with 92% targeting accuracy
-Sales were successful enough for Modelez to plan another limited edition Stanley Cup Oreo for 2015
