It all started when Mondelēz International, a food and beverage company noticed that their product Oreo is not performing its best in the MENA region.

The company discovered that about 90% of people in Saudi Arabia know Oreo but only 47% of households buy the cookies. So the Company asked WHY?

They found out that their past campaigns weren't connecting with all of their potential audience, they were mainly targeting kids. But Oreo wanted adults to snack on it as well.

To get the attention of adults, the company came up with a simple but effective idea, the "Oreo People" campaign.

The company created a campaign of 48 dynamic videos, showcased mainly on Youtube to connect their audience using a completely creative way that mixes the audience interests and adds to it.

For example, when a user searches for Arabic music, they could show them a video for one of Oreo fans singing rap. Why? Because they're all Oreo People. 

The results of this campaign were impressive! it lifted Oreo sales in Saudi Arabia by 30% and almost 100% uplift in brand awareness. 

You can easily tell how useful this one campaign was for Oreo. it's the magic of creating a creative campaign that the audience feels personally related to. That's what creates engagement and drives the best results.

Do you remember seeing any of "Oreo People" videos?