Let´s enjoy the game

Medal Won

• 🥉 BRONZE – Best Data-Inspired Creative

Campaign Overview

As Argentina’s leading cookie, Oreo needed to maintain its leadership in 2023 after achieving record market share in 2022. To connect with its core audience—millennial parents—Oreo addressed a key parenting tension: the overwhelming pressure to find the “right way” to parent in a world filled with conflicting advice. The campaign, Let’s Enjoy the Game, reframed this anxiety, encouraging parents to embrace play as a tool for building meaningful family connections.

Creative Concept

The campaign leveraged data insights and cultural relevance to craft its approach:

• Social Experiment: A real-world activation where families discussed divisive parenting topics, such as technology use and discipline, juxtaposed with children’s simple desire for playful connection.
• Playful Tools: Introduced a card game, both in physical and digital formats, to provide families with a tangible way to foster connection and fun.
• Immersive Experience: Engaged audiences in public spaces like subway stations, where families could interact with branded games during their commutes.

Execution Strategy

1. Social Listening: Identified key pain points for millennial parents through analysis of online conversations.
2. Integrated Campaign: Broadcast the social experiment in cinemas and on TV, supported by digital advertising, public installations, and influencer partnerships.
3. Gamification: Offered an interactive card game on a dedicated website and distributed physical versions, ensuring accessibility for all audiences.

Impact and Results

The campaign delivered strong results across business, marketing, and campaign metrics:

• Business Success:
  • +4.8% sales growth in the sandwich segment year-over-year.
  • +19.3% net revenue growth compared to the prior year.
  • +0.5pp market share increase in 2023.
• Marketing Metrics:
  • Maintained leadership with a brand power score of 12.3, 50% higher than its nearest competitor.
  • Improved salience by +12.3% versus 2022.
• Campaign Performance:
  • 851M+ cross-platform impressions, including cinema, TV, and digital media.
  • 113K video views and 59K registered users on the campaign’s website.

Why It Worked

Let’s Enjoy the Game successfully used cultural insights and data-driven strategies to address millennial parents’ challenges. By blending emotional storytelling, practical tools, and immersive experiences, Oreo reinforced its position as a trusted brand while promoting meaningful family connections through play.