Sweet Success: Oreo Ice Cream Reaches 4 Million People via Snap AR

Oreo Ice Cream Promotes its Offering

Despite the popularity of its original product and subsequent iterations, Oreo Ice Cream knows success isn’t always black and white; innovation remains key. Oreo Ice Cream continues to dominate as the fasted growing established brand in the ice cream category, achieving an impressive +42.5% increase in value sales¹ and has been the fastest growing major brand in the ice cream category this year.¹ Eager to drive awareness of Oreo Ice Cream among male and female consumers aged 18 and over in the UK and Ireland, the brand turned to Snapchat.

Using Snap AR

As Oreo Ice Cream wanted its summer campaign to be both entertaining and interactive, it opted for a multi-product approach. The brand leveraged Video Ads, AR Lenses and AR Filters to raise awareness, drive reach and ensure engagement.

Encouraging Snapchatters to interact with its new product, Oreo Ice Cream gamified its campaign through the creation of Oreo Ice Hockey. An AR Lens experience, it repurposed an Oreo Ice Cream Mini into a puck and challenged users to score goals against multiple moving boxes which formed the ‘defense’.

Oreo Ice Cream's AR filter successfully served as a complementary post-capture experience. It heroed Snapchatters, allowing them to interact with a 3D Oreo crown via the Selfie Lens. As Oreo-coloured confetti rained around the user’s image, it reinforced the brand’s fun and  playful reputation. As Oreo Ice Cream wanted the campaign to complement its TVC and OOH promotion, it decided against A/B testing and
goal-based bidding. 

Breaking CPG Benchmarks

Oreo Ice Cream's Snapchat campaign was hugely successful, exceeding both its own and CPG benchmarks. Its decision to opt for a multi-product approach proved valuable, facilitating broader reach across the Camera, Discover and Spotlight tabs.

Oreo Ice Hockey captivated 4 million unique Snapchatters, who racked up 30 million uses, played for an average of 11 seconds and shared the experience over 70,000 times. Oreo Ice Cream's AR filter also exceeded benchmarks. By friends sharing the filter with each other, it reached 900K users, amassed more than 8 million interactions and averaged 7 seconds of playtime. Using AR to tap into the brand’s playful elements, Oreo Ice Cream could seamlessly drive upper-funnel metrics, and it’s eager to combine Snap AR with OOH experiences in the future.