Ad Campaign of the Week: My Oreo Creation Appeals to Social Media Users

Over the last several years, Oreo has released a plethora of new flavors. And now, the iconic brand is turning to its customers to come up with its newest creation. As part of a social media and advertising campaign, the My Oreo Creation contest challenges people to share their own flavor ideas with the brand on social media for a chance to win prizes. So what do consumers think about this idea? We asked 1,000 respondents about their snack buying habits and their thoughts on the Oreo brand. Then we tested an ad affiliated with the My Oreo Creation contest to see if it made any impact.

Snack Buyers

In Ask Your Target Market’s latest online survey, 11% of respondents said that they purchase snack foods daily. 40% said they buy snacks a few times a week. Another 40% buy snacks a few times per month. 5% do so a few times every three months. 3% buy snacks less frequently than once every three months. And just 2% said they aren’t snack food consumers at all. Of those who purchase snacks at least on occasion, 64% said that they’ve tried Oreo cookies at some point. And 55% said they eat Oreos regularly, making it by far the most popular snack food brand of the ones listed.

My Oreo Creation

Overall, 29% of respondents said they would be certain or practically certain about choosing Oreo the next time they purchase snack foods. And 27% said that it would be very probable. Of those who viewed the My Oreo Creation ad, 31% said they would be certain or practically certain about choosing Oreo for their next purchase. And 29% said it would be very probable. In addition, 70% of respondents said that they currently use multiple social media sites. Those respondents are likely to be more relevant to the contest since you can enter on Twitter and Instagram. Of those who use multiple social media platforms, 35% said they would be certain or practically certain about choosing Oreo for their next purchase after seeing the My Oreo Creation ad. And 30% said it would be very probable.

Oreo Brand Attributes

Delicious was the most popular word that respondents seem to associate with the Oreo brand. But consumers also associate words like classic, tasty, yummy, sweet and great with Oreo. Of those who viewed the My Oreo Creation ad, those same words were still popular. But they were also more likely to associate words like fun and innovative with the brand.

Key Takeaways

The My Oreo Creation ad campaign seems to be appealing to the exact type of customer Oreo is targeting with the contest -- social media users. This suggests that the brand’s ad campaign is doing a good job of building supplementary materials to promote its contest. To get the best possible results, it could also be worthwhile to focus those ads online and in situations where they’re likely to reach Instagram and Twitter users. Of course, the brand is already concentrating a lot of its efforts online and on social media. But it’s also worth noting that the ad did have a positive impact on other customers as well, though not quite as pronounced. So it could still help the brand overall to air the commercials in other situations, even if viewers are a bit less likely to actually enter the contest. You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options. Photo Credit: Oreo by Mike Mozart under CC BY 2.0 What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on May 30 via AYTM’s online survey panel.