Oreo Partnered with JioSaavn and Wavemaker for a Double-Filled Strategy for OREO Double Stuf

Objective: Indulge Listeners to Try the New OREO Double Stuf

Mondelez India was launching a new variation of one of India’s favorite cookies: OREO. OREO Double Stuf cookies were created to be shared with friends, served at parties, or enjoyed with cold milk!

The new cookies come with double the cream filling to offer consumers double the fun. To celebrate double the stuffing, Mondelez wanted the big launch to feature a campaign that was twice as innovative and twice as impactful.

That’s where JioSaavn came in. We partnered with Wavemaker to help devise a campaign that not only drove awareness but also tempted listeners to indulge in OREO Double Stuf.

Strategy: A Doubled Filled Strategy for Double the Impact

Planning the campaign strategy with a single stuf-ing would be anti-climatic. To match double the creme, along with Wavemaker, we packed the campaign with two phases to garner twice the impact.

Phase 1 Double Ad-Free Listening Sessions To get listeners excited about the new OREO, we threw a party. But not just any party, a streaming party! We invited listeners to a doubled-up ad-free listening time. Courtesy of OREO, listeners could enjoy their favorite tunes on JioSaavn while thinking about indulging in the cookies.

This mirrored the core USP of the cookie and instantly resonated with listeners. This extended ad-free session was triggered through our Native Audio Spot experience which enabled listeners to interact with clickable display banners across the JioSaavn app for 30 minutes. This helped OREO double up the engagement and impact.

Phase 2 Dynamic Audio To take it to the next level, we added a personal touch to the campaign. Through Dynamic Audio, we combined the power of data, technology, and innovation to create hyper-personalized ad narratives that are trigged basis real-time streaming behavior. We created over 112 audio ads across 3 key variables: location, time of day, and genre of music.

This further amplified listeners’ love and resonance for the OREO Double Stuf.

Impact: A Doubled-Up Strategy for Double the Impact

The doubled filled strategy successfully doubled up the impact of this innovative strategy. The campaign successfully delivered on the 2-fold objective:

2.45MM+ Audio Ads Delivered 1.7MM+ Campaign Reach 24.3MM+ Display Impressions (across the app) 90% average Listen-Through Rate 2.5% CTR (higher than platform average)

Like OREO Double Stuf, this campaign is one to be shared with everyone. Together with Wavemaker, we gave the brand all the love on JioSaavn.

Looking to collaborate on a campaign that’s worth sharing with everyone? Write to us at advertising@jiosaavn.com.