Oreo Drives 3x Higher CTR with
Contextual YouTube Targeting
Higher CTR vs. Benchmark
Growth in SEA Market
Objective
To fuel excitement and sales for its limited-edition Spiderman packs, Oreo aimed to create a playful, high-impact campaign that would captivate superhero fans and everyday snackers alike while driving measurable growth across Southeast Asia.
Challenge
Traditional YouTube targeting often fails to capture audiences immersed in pop culture moments. Oreo needed a more precise way to show up around superhero-related content without relying solely on broad interest categories or generic audience profiles.
Strategy
To make every impression count, Oreo deployed Silverpush’s Mirrors, an AI-powered contextual intelligence solution. Instead of blanket targeting, the campaign focused on real-time video-level moments where Spider-Man-themed content was already commanding attention.
Mirrors identified high-intent YouTube moments tied to popular creators, trailers, product unboxings, fan edits, and Marvel-inspired content, ensuring Oreo’s ads landed in the most relevant, engaging environments. It also captured cues around pop culture trends, competitor snacks, and hero-themed merchandising, helping Oreo build relevance with fans of all ages.
Results
The campaign swung into action with a standout performance. Oreo achieved a 3x higher CTR than the benchmark and saw a 20% sales increase across Southeast Asia. The contextual approach helped Oreo cut through the digital clutter and land directly in the feeds and hearts of Spider-Man fans across the region.
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