Results

Say It with Oreo is a campaign that revolutionized the advertising landscape through the innovative use of AI, machine learning, and the power of words. It aimed to increase awareness and brand association for Oreo by introducing limited edition scannable packs and a microsite where users could interact with Farhan Akhtar, a renowned celebrity known for his words and expressions. Through Generative AI and machine learning, Oreo captured Farhan Akhtar's voice, emotions, and expressions, enabling real-time responses to users awkward questions. The campaign's comprehensive 360-degree media amplification strategy ensured maximum user engagement and interaction with the microsite. The main campaign film with Farhan Akhtar received over 290Mn video views, surpassing the planned target by 0.5x, generating over 1.8Mn responses and 2.1Mn interactions across the internet, turning serious situations into playful conversations. The campaign's strategic targeting of online and offline touchpoints resulted in 2Bn impressions, 1.5x higher than planned. It reached 180Mn people, with 84% being the key target audience. The campaign also achieved significant improvements in brand metrics, with a surge in the brand's mid-funnel score from 49 to 58 and an increase in consideration from 69 to 81. The results of the campaign delivered tangible business growth for Oreo representing a 20% uplift in sales compared to January 2023. This demonstrated the campaign's ability to drive consumer demand and translate it into increased sales for Oreo. Overall, the "Say It with Oreo" campaign showcased remarkable innovation, leveraging AI and machine learning to create a unique and interactive brand experience.