Building a brand-first digital home for OREO
OREO.com needed more of the good 'stuf'. Despite strong foundations, equity users were bouncing from the homepage. For the cookie that begs to be played with, its site was missing the personality that made it famous. Powered by UX strategy and data analytics insights, we transformed the site into a flagship brand experience. Balancing commerce and character, we created a rich digital journey where the path to purchase was driven by meaningful and memorable brand moments.
project
OREO.COM
client
OREO / Mondelēz International
Services
DIGITAL
MOTION
STRATEGY
ART DIRECTION
CONTENT
COLLABORATORS
GOODNESS INC
Personality
Unleashed
OREO brings the fun everywhere else it appears, and its website needed to be no different. We transformed OREO's site from just a place to shop to a place to play. By building a suite of timeless interactive elements and timely seasonal moments,from a Dunk Club rewards hub to a create-your-own cookie experience, we made every interaction feel as unexpectedly OREO as possible.
Past, present
and future
The existing ‘About Us’ page felt like a history lesson, rather than a space for discovery. We wanted to create a home for the brand’s irresistibly rich world - a place to immerse users in the delicious lore and wild creativity unique to the black and white cookie. Enter the OREOverse. Part living archive, part brand safari, the interactive world is a celebration of the life OREO has shared with its fans: an iconic past, a playful present, and an exciting future.
For the certified cookie-lovers, we created the Dunk Club – a rewards hub delivering first dibs and unique drops direct to users’ digital doorsteps. A space for diehard dunkers to get early access to sweepstakes and limited editions, the platform gives users the chance to contribute to the cookies of the future through the ‘Real or Fake’ feature.
Curating
the Crave
OREO’s existing site was built around pack, but the deliciousness inside? Drawing 404. But with user-generated content racking up millions of views on TikTok, we harnessed the internet’s existing OREO obsession to put craveability under every click. The ‘Netflix of OREO recipes’, we built a curated hub of UGC and influencer partnerships to spotlight the tastiest (and most imaginative) creations – making the site the first stop for indulgent inspiration.
Growth
Standout
Fandom
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