“Feel The Feelings” included six short videos depicting that mysterious romantic effect of Red Velvet Oreo flavored cookies in a variety of everyday scenarios – from the grocery store to the dreaded middle seat on a crowded airplane. We released a new video each day leading up to Valentine’s Day, sharing the shorts on Oreo’s digital channels (Facebook, Twitter and Tumblr). We used the native video features on Facebook and Twitter, and supported our content with paid media to get the 20-second videos into people’s feeds, getting them to think about Valentine’s Day in a completely different way.

The videos drove more than 2.4 million views and reached 30.4 million fans via social media – performing 365% better than Oreo campaign benchmarks. As soon as the campaign took off, we were offered a placement on the NASDAQ digital billboard in Times Square, which played one of the shorts for three days during Valentine’s Day weekend, generating an additional 700,000 impressions. In just one week, our digital-only campaign was quickly picked up by press – being featured in Adweek and Creativity Online – and was shared over 6,000 times by fans across social.