OREO × aidem · Greatest Branding · TikTok Awards 2025 case
Small cookies.
A nationwide hunt.
Introducing a new OREO recipe through a TikTok-first treasure hunt that moved the community from the feed into the real world.
Make a new recipe irresistible.
Introduce OREO’s new recipe, with more cocoa in the cookie, to young people in the Netherlands. Build awareness and positive engagement while reinforcing the brand’s fun factor.
Hide the cookies. Spark the search.
Ten limited-edition OREOs escaped OREO HQ. For ten days, new TikTok videos revealed clues to hiding places across the Netherlands. Spark Ads amplified each clue nationally and locally, activating the community online and offline.
Made for the feed.
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A mystery made for TikTok.
A crime-scene trailer, playful clues and daily updates kept the hunt moving.
The feed meets the street.
People searched for hidden OREOs, while the comments helped solve the clues.
Read the full case
Overall objective
Introducing the new OREO recipe (with more cocoa in the cookie) to the youth in NL through a TikTok-first campaign that ties into the overarching campaign; the cookies are so irresistible and in demand that they get stolen from commercials.
This in a way that drives strong awareness, positive engagement, growth on TikTok, and reinforces the OREO ‘fun factor’ to maintain it’s long-term relevancy.
Campaign strategy and execution
In a crime-scene trailer, we announced that 10 limited-edition OREOs had escaped the OREO HQ to hide somewhere in NL due to the enormous popularity since the new recipe.
This was the kick-off of OREO’s first “full TikTok activation”: the OREO Hunt.
For 10 days, we hid OREOs across NL. Finders won major prizes (from game consoles to a New York trip), while people in the comments who helped with the search could also win something.
Every morning, a new video was posted on our TikTok channel with fresh hints to find the next OREO, which was immediately boosted via Spark Ads to reach as many people as possible and drive both online and offline participation in the hunt.
We optimized for 6-second video views to reach the most engaged audiences and ran two campaigns: one targeting NL as a whole and another focusing on areas close to where the cookie was hidden, aimed at people who would be more likely to activate offline.
This activated the TikTok community both online and offline to search the hidden OREOs, while generating awareness for OREO’s overarching campaign message, new recipe and boosting our TikTok channel following in a fun and engaging way.
TikTok-first creative
The hunt was built with a true TikTok-first mindset and distributed exclusively on TikTok.
We leaned into TikTok’s native features by:
Using Spark Ads to amplify organic posts
Adopting popular platform storytelling (crime-scene trailer, mystery style clues, playful humor) that matches the TikTok language of trends, challenges, and community interaction both online and offline.
By building a campaign designed to live and thrive only on TikTok, leveraging the community’s desire to participate, co-create, and hunt together, we ensured the creative wasn’t just run on TikTok, but made for TikTok.
Upper-funnel campaign results
• Campaign period: 20 days
• Reach: 1.900.000
• Total amount of views generated: 6.900.000
• Total amount of organic views: 361.000
• Average amount of organic views per video: 27.000
• Total amount of followers generated: 7.982
• Our average CPM for reach campaigns was €0.51 vs. Publicis’s €1.24 TikTok benchmark.
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