OREO INDIA
Oreo ReciPic – A Cooking Challenge with a Twist
A unique digital-first cooking challenge, conceptualized to position the cookie as a cooking staple in people’s minds during the pandemic.Since March 2020, the kitchen’s become a popular playground. We saw people sharing pictures of their new experiments on social media. Google’s search trend results also showed a rise in searches for quick and easy dessert recipes and some also featured Oreo as an ingredient.
We saw an opportunity to grow our equity by playing up the role of Oreo in cooking and create a platform to celebrate our follower’s growing creativity in the kitchen. The Oreo ReciPic Challenge, a unique digital-first cooking challenge, was conceptualised to position the cookie as a baking staple in people’s minds and pantries.
We collaborated with two well-known influencers – Pooja Dhingra, a celebrity pastry chef and founder at Le15 India, and stand-up comedian Rohan Joshi. We asked home chefs to share 'just a picture' of their unique Oreo desserts and tasked Pooja to recreate the top three shortlisted dishes in our Oreo ReciPic recreations webisodes. The campaign gave people the opportunity to challenge the best and share the spotlight with Pooja and Rohan.
The contest video, the teasers and the recreation episodes went live on YouTube, Facebook and IG Stories, with Instagram and Facebook being used to collect entries from the participants. IG polls were leveraged to drive more views. GDN banners were deployed to encourage participation. We also leveraged 100 influencers to inspire the budding home chefs while also keeping the momentum going. We collaborated with food bloggers and chefs, and partnered with content platforms like Gobble, Kabita’s Kitchen, UNIMO, Curly Tales, etc. to drive participation and encourage more people to share their recipes.
IMPACT
The campaign yielded 1600+ unique entries, while the videos reached out to more than 650 million users across Facebook, YouTube, and other video platforms. The videos also garnered over 230 million views and 5.5 million engagements across digital. On IG, the average VTR for the campaign equalled the benchmark score while the IG polls garnered a VTR that was 1.86 times the average.
