Oreo is promoting its cookie collaboration with Post Malone through a Snapchat campaign launching Wednesday (Feb. 5) that takes advantage of a new in-chat ad format, Marketing Dive can exclusively share. The Mondelez International brand is the primary within the snack category to reap the benefits of Sponsored Snap, an ad product that enables advertisers to deliver full-screen vertical videos directly into users’ chat inboxes, one of the vital often viewed parts of the app known for its ephemeral messaging.
In the video ads, Post Malone is seen scouring an alien landscape where mountainous Oreos function an ore-like natural resource. The rapper-singer mines the rugged terrain for raw material and forges his haul into the best cookie, with custom Oreo x Post branding adding a final flourish. The artist’s 2016 hit single “Congratulations” serves because the soundtrack to the star-led creative, which was developed by Dentsu.
The Sponsored Snap ad features a link to learn more concerning the product and make a purchase order through Oreo’s website. Post Malone Oreo Cookies, which feature a swirled salted caramel and shortbread flavored creme sandwiched in between an Oreo chocolate and golden wafer, hit store shelves on Feb. 3 and are a part of the CPG marketer’s give attention to limited-time variants that cater to different fan groups and more adventurous tastes. The music-inspired cookies are available in nine distinct designs, with embossed details comparable to a pickup truck, butterfly and flaming guitar referencing Post Malone’s catalog, along with guitar pick-laden packaging.
Snapchat may very well be a robust medium to achieve Post Malone listeners, as 79% of surveyed app users cite music as a passion point, per internal data from parent Snap Inc. Tapping into messaging inboxes through Sponsored Snap provides a direct way for advertisers to achieve Snapchat’s 453 million each day lively users, though one that might also come off as invasive if not executed well. The ad format is visually distinct from regular Snaps and comes with out a push notification. If left unviewed, Sponsored Snaps are deleted from the inbox.
“Messaging is at the guts of how our community connects with each other, and Sponsored Snaps are a strong tool for brands to have interaction with our large and passionate audience,” said Jason Poinsette, Snap’s U.S. head of food and beverage, in a press statement. “This collaboration with Oreo and Post Malone is an ideal example of how we will bring creativity and cultural moments together to achieve Snapchatters where they like to be — connecting with their friends through Chat.”
Rounding out the funnel
Sponsored Snaps are a part of Snapchat’s efforts to supply advertisers more full-funnel promoting options, including people who can drive conversions. The format, which entered testing in October, has previously been utilized by entertainment marketers comparable to Disney and Universal Pictures to support ticket sales for movie releases like “Wicked.”
In venturing into the CPG category, Snapchat could position itself against channels like retail media which are securing high levels of investment in attempting to wed brand messaging closer to the purpose of sale. In Q4 2024, Sponsored Snaps delivered greater than 50 million impressions on average in to U.S. Snapchat users 18 and older. Taken together with Promoted Placements, one other ad product announced around the identical time, Sponsored Snaps created a 30% increase in reach, on average, for advertisers within the U.S.
“For snack brands like Oreo, the main target of Sponsored Snaps is to assist advertisers achieve high and broad reach within the Chat inbox through an progressive format that also drives consideration and conversions with the CTA link within the Snap,” said Poinsette in emailed comments.
“In the long-term, we’re uniquely positioned to evolve the Chat inbox into a strong tool to drive further engagement and utility for advertisers,” added Poinsette.
One of Snapchat’s benefits is its youth-skewing, pop culture-savvy audience. Teenagers and young adults are particularly keen on direct messaging with family and shut friends, based on research on the National Opinion Research Center University of Chicago commissioned by the social media platform.
Snap’s ad revenue increased 14% 12 months over 12 months to $1.56 billion in Q4 2024, on the upper end of the corporate’s guidance, while lively advertisers greater than doubled over the end-of-year period that features the vacations. Direct Response ad revenue saw a 14% year-over-year increase in Q4 and ended up being essentially the most significant driver of ad revenue growth across the complete 12 months, based on an earnings statement from Snap.
Other recent Oreo collaborations include a buzzed-about one with Coca-Cola last 12 months that saw the soft drink marketer drop a soda flavored just like the cookie in kind. Oreo has played a key role in parent Mondelez’s larger give attention to direct-to-consumer sales channels, which the Snapchat campaign could further boost through its commerce component.
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