Publicis · Oreo · Argentina

DOOH's successful strategy used by OREO in its new ad campaign with Taggify

Aiming to strategically capture consumer attention, creative and engaging ads. The selected screens focused on areas close to their target audiences: schools, shopping malls, supermarkets and gardens in the Federal Capital and the province of Buenos Aires.

The international cookies company and Taggify teamed up to launch a DOOH campaign during the months of April and May. Oreo ran outdoor advertising through agency Publicis Groupe and Taggify's DSP platform, achieving great results.

For develop its advertising, and extend its presence in the consumer's mind, it chose to reach men and women between 25 and 45 years old with children, based on the possibilities provided by Taggify's demand-side platform in audience segmentation, such as: age and points of interest.

A key to their strategy was the combination of outdoor digital with their social networks. The message was personally addressed to their audience with the call to action (CTA) "identify me", which achieved connection and closeness. In this way, it allowed it to maintain a diversified and related media presence with localized messages.

On the other hand, it used its branding and the characteristic colors of the brand, making the creatives easily identifiable. This is possible thanks to the features offered by outdoor digital displays, such as more vivid and dynamic colors, compared to traditional outdoor advertising.

The more than 100-year-old brand, which offers a wide variety of sweet products, first developed its "Oreo Cookie" by National Biscuit Company (now known as Nabisco) in 1912 at its factory in Chelsea, New York. Oreos are available in over one hundred countries and more than 40 billion cookies are produced each year.

Oreo maintains a multinational marketing plan and, in this campaign run in Argentina, had impressive and successful results. With a total of 26,568 impressions that managed to arouse the interest of a wide audience and convey its message effectively: achieving a number of 8,445,985 impacts, which demonstrates the significant reach of outdoor advertising.

Moreover, the campaign continues into May, indicating that these numbers will expand even further, highlighting the power of pDOOH as a modern and efficient advertising tool. In short, Oreo's marketing strategy reaffirms the effectiveness of digital outdoor advertising, capable of connecting with people in a contextual way and generating a real impact on the brand.