OREO, the iconic chocolate sandwich cookie, teamed up to create buzz and awareness around its collaboration with STAR WARS™. Recognising the unique opportunity to connect with engaged communities of STAR WARS™ fans and snack lovers alike, they turned to Reddit to leverage relevant interest and community targeting through Auction media, as well as a Sci-Fi, Horror & Comic Category Takeover to maximise their visibility and impact.
Strategy
The creative included strongly branded video content that captured the essence of both OREO and STAR WARS™, tailored to resonate with the targeted interest groups. To measure success, Reddit’s Marketing Science team conducted a Reddit Brand Lift study, designed to evaluate the campaign’s effectiveness in driving awareness and association between OREO and STAR WARS™.
Outcome
Overall, the campaign drove significant gains across all key metrics, outperforming Reddit’s global CPG benchmarks for both Ad Awareness (5x higher than benchmark) and Aided Brand Awareness (14x higher than benchmark).
A mix of targeted Auction and Takeover media helped boost Awareness while reinforcing the connection between OREO and STAR WARS™. Redditors responded strongly to OREO’s short-form video assets, with double-digit gains in Ad Awareness for both 15-second and 6-second formats, and learned the impact of a high-frequency strategy to maximise performance on the platform.
