Challenge
Mondelēz wanted to position OREO as a must-have Halloween treat at a major mass retailer, driving both in-store and online sales through a campaign that would inspire new purchase occasions beyond OREO’s typical use case. The challenge was creating an authentic, high-impact seasonal campaign that would resonate with shoppers and convert engagement into measurable cart activity.
Solution Implemented
We developed a creator-led content strategy built around “OREO cookie carving” — a mess-free, family-friendly alternative to pumpkin carving — partnering with creators who authentically represented the retailer’s core parent and Halloween-enthusiast audience. Content was strategically amplified across Meta platforms with audience targeting around Halloween, parenting, and DIY crafts, supported by A/B testing of video lengths and creative formats to optimize engagement and conversion.
Technology Stack Used
Meta Ads Platform, Creator/Influencer Management Tools, Performance Analytics & A/B Testing Tools, Retail Media Integration (cart-transfer tracking)
Impact & Results
- $810K total cart value generated
- 207% cart transfer goal achievement
- 10.7X cROI (Cart Return on Investment)
- Established a repeatable seasonal campaign blueprint for future Halloween activations
Project Description
A creator-led Halloween marketing campaign developed for Mondelēz’s OREO brand at a major mass retailer. The strategy combined authentic creator content (OREO cookie carving) with targeted Meta media amplification, driving record-breaking engagement and cart conversion well beyond initial performance goals.
