Mondelez Goes Gaga at Target

Mondelez International’s Oreo brand served up fun with Lady Gaga earlier this year through an engaging omnichannel program at Target.“Sing It With Oreo” brought the brand together with the famous singer, actress and philanthropist through limited-edition cookies with unique packaging and green-colored filling that tied into her album “Chromatica.”Oreo launches a signature campaign every February leading up to national Oreo Cookie Day on March 6. Amidst the resurgent pandemic and volatility of life this past year, faithful cookie shoppers needed a particularly uplifting message while Oreo sustained the fun delight associated with the brand, says Jennifer Mason, customer director of shopper marketing at Mondelez.“Our insights showed us that limited-edition products serve the playful initiatives of our brand and inspire impulse purchases that enhance basket size and frequency of purchase,” Mason says.Mondelez pivoted from heavy in-store activation used before the pandemic to building out an omnichannel experience with a stronger digital focus for this campaign. The company worked with Target to incorporate a “Spend $15 on Oreo cookies, get a $5 Target gift card” promotion redeemable online and in-store as a headline for its banner ads with Roundel, the retailer’s media network.The banner drove consumers to a landing page within Target.com that also contained a link to partner Breaktime Media’s “Sing It With Oreo” content engagement hub. The hub included a smart personality quiz delivering personalized “Oreogram” messages. From there, the experience offered digital, branded picture frames for social media, followed by effortless opportunities to add to cart, buy in-store and earn rewards.Mondelez designed its exclusive-to-Target Snapchat and Facebook ads with audio that embodied the campaign’s fun musicality, and creative that highlighted its core messaging — “Speak your heart. Spread kindness. And turn your voice into musical messages.” The manufacturer then turned to influencer company Acorn to connect and collaborate with influencers who posted sponsored content of the limited-edition Oreo product in action via Instagram. Mondelez agency partner VMLY&R Commerce also contributed to the campaign.The marketing efforts paid off with successful results. Shoppers embraced the interactive content with hundreds of thousands of engagements through Instagram stories, Mason says. Breaktime Media’s shopper engagement experience far exceeded benchmarks with an average engagement time of 4 minutes and 23 seconds, she adds.The Lady Gaga Oreos led the way as Mondelez’s top-selling online SKU in February 2021, driving almost one-third of all Oreo sales. Shoppers’ ultimate enthusiasm for engaging with the online campaign was clear, considering overall Oreo cookies saw triple-digit online sales growth from the prior February, Mason says. As a result of this campaign, Oreo cookies grew by double digits year-over-year while driving a substantial increase in category dollar share.“With strong positive returns for both the brand and retailer, along with unprecedented engagement by consumers drawn to our message of positivity and empowerment, this program was effective in the betterment of everyone who was involved,” Mason says.

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