Win Your Audience in Playful Ways: Oreo’s AI Campaign ‘Say It With Oreo’

Background of the “Say It With Oreo” Campaign

At the heart of the “Say It With Oreo” campaign is the idea that sometimes, words fail us. Whether it’s due to shyness, awkwardness, or just the lack of the right words, we all face situations where we struggle to express ourselves. Recognizing this universal challenge, Oreo, the beloved cookie brand, initiated a campaign that merged the playful spirit of their products with the power of artificial intelligence (AI) to help people communicate in a unique way.

The campaign is part of Oreo’s broader brand platform “Stay Playful,” which encourages consumers to find joy and connection in everyday moments. By partnering with the charismatic and witty celebrity Farhan Akhtar, Oreo aimed to deliver an engaging and delightful experience to its audience.

Implementation of the Campaign

The “Say It With Oreo” campaign was rolled out in several stages. Initially, it involved the production of special edition Oreo packs that featured letters of the English alphabet. These weren’t just for fun—each letter was a key to unlocking a playful interaction on a dedicated microsite.

Step 1: Campaign Concept and Design

Oreo launched special edition cookie packs with embossed letters and a QR code, leveraging a partnership with celebrity Farhan Akhtar for voice cloning AI technology.

Step 2: Technology Integration and Microsite Development

Developers integrated voice cloning and generative AI to create a microsite capable of delivering personalized audio messages in Akhtar’s voice.

Step 3: Consumer Engagement and Participation

The campaign was marketed across various channels, prompting consumers to buy special packs, scan QR codes, and share their awkward stories on the microsite.

Step 4: Personalized AI Responses and Social Sharing

Consumers received AI-generated witty audio messages based on their inputs, which they could share on social media, enhancing interactivity and engagement.

Step 5: Analytics and Results Evaluation

Oreo tracked metrics such as video views, likes, and microsite traffic, culminating in a compelling infographic that showcased the campaign’s success.

Results of the Campaign

The campaign was a resounding success, as seen in the infographic provided. It garnered a staggering 80 million video views on YouTube and achieved 175,000 likes on Instagram, indicating a high level of engagement and positive reception from the audience.