Why did you NOT buy OREO?
OREO penetration stumbled in 2019. We were to improve brand engagement among the
customers willing to spend money on expensive cookies, without sacrificing prices. We used a partner retail chain’s loyalty card database to compare sales data with online behavior of those who buy expensive cookies from other brands. A targeted social media campaign was made specifically for those people. Eye-catching video banners flashed a phrase: «Why didn't you buy OREO?». We also removed the barriers identified. Later we surveyed a group of customers who saw the communication vs. those who didn’t, and got an accurate assessment of sales growth.