Dive Brief:
- Mondelez cookie brand Oreo has introduced new digital content featuring social media influencers and centered on the idea that "Some People'll Do Anything for an Oreo," The Drum reported.
- One of the campaign's elements is OreoBrows, digital content that features influencers modeling three-layered eyebrows shaped like the cookie in a nod to the beauty trend of groomed brows.
- Oreo also teamed up with YouTube stars Slow Mo Guys, who created a nine-minute video showing one of the guys running on a treadmill before falling in slow motion into a pool of milk. The video, which was released on Sept. 13, had been viewed more than 900,000 times by Sept. 17. Shorter segments of the video will run across social and digital channels from Oreo and social media and entertainment company LadBible.
Dive Insight:
Oreo is tapping into a couple of influencer trends for its new campaign and clearly going after specific segments of younger consumers, with the hope that the novelty of the activations will stand out on social media, boost engagement and ultimately drive sales. More marketers are investing in influencer marketing to build emotional and authentic connections with millennial and Gen Z consumers, who find social media personalities more authentic than other types of marketing.
Teaming up with the Slow Mo Guys, known for their stunts and experiments filmed in slow motion, is a smart move, since the YouTube stars have 11 million subscribers and often draw 1 billion views on their videos, according to The Drum. OreoBrows is a parody of beauty influencers' obsession with brows and some of the outrageous shapes they've created, including halo brows and fishtail brows. Beauty influencers tend to have large social media followings, and the cookie brand seems to be hoping fans enjoy sharing photos of the Oreo-inspired brows.
Other brands have attempted to highlight the lengths that people will go to for their favorite brands, sometimes with mixed results. Domino's recently pulled a campaign in Russia offering free pizza for life to people who got a tattoo of the brand's logo and shared it on social media, after about 350 took them up on the stunt. KFC has recently offered to pay parents who name their newborns Harland after the brand's iconic mascot Colonel Sanders.
Oreo's new campaign is the first for creative agency Elvis, which signed on with the brand in March. It follows Oreo parent company Mondelez's recenyly adding WPP's GroupM to its agency roster after conducting a review of its media business. Mondelez is one of the world's top advertisers by media spend, with the company spending $1 billion to $1.5 billion on paid media across its brands.
