🍪🥛Ep 16: Oreo’s Next Collab? You

🎯4 The Win

Social4TheWin is where strategy meets scroll-stopping ideas. It’s part newsletter, part creative playbook, all signal, no noise.

This week:

• A quick recap of our fashion-focused event with NY Swim Week.

• An Oreo campaign concept where the star is… you.

• A breakdown of how to think beyond your niche when pitching brand partnerships.

It’s strategy. It’s personalization. It’s reflection. Let’s go.

🎟️ The Invite

🌺 In Bloom: Where Fashion Meets The Feed

A few weeks back, we partnered with NY Swim Week for an immersive night blending fashion, creators, and content — reverse runway, designer pop-ups, and a packed house of 150+ attendees.

Thank you to everyone who came out, and to our incredible sponsors who made it possible:

• Beacons – powering creators with tools to own their business.

• The Shorty Awards – celebrating the best in digital and social.

• Pickle – helping brands and creators connect with ease.

• Posh – streamlining event hosting.

Panel: Where the Runway Meets the Feed
Evita Scoccia (Founder, NY Swim Week)
Julia O’Mara (Co-Founder & COO, Pickle)
Jessica Miao (Co-Founder & CEO, Apricotton)

Special Guest Talk:
Shelby Haas – on selling at scale through content that converts.

📸 Event Photos: [Download Here]
We had two incredible photographers capturing the night — if you share, please credit:

• Cristian Paez

• Eric Lipset

We’re working on a few events in September and will keep you posted!

Also, if you have been able to attend our events, I’m open to insights and recommendations. Traditionally, we have mostly focused on networking and panels, but we are thinking of changing the structure. What do you think of the panels so far?

💡The Vision

THE INSPIRATION:

Oreo is a cultural collab machine.

• Musicians: Lady Gaga, Blackpink, Post Malone.

• Media: Mario, Pokémon, Dragon Ball Z

• Brands: Supreme, Coca-Cola, Sour Patch Kids

And just recently? A collaboration with Selena Gomez, creating a custom horchata-flavored Oreo.

Oreo has the celebrity firepower.
They’ve got the brand recognition.

However, despite all their creative muscle, a lot of the brand’s social content leans more towards meme-heavy content than moment-heavy. The kind of thing you double-tap… then immediately forget.

So I started thinking—what if Oreo didn’t just borrow culture, but went deep into personal culture?

And that’s when I thought about Nardwuar.
The interviewer who digs up a hyper-specific memory from your childhood and hands it to you like a time capsule.

What if Oreo did that?

THE CONCEPT: 

Oreo Presents: Your Childhood Dunk

A simple blue backdrop.
One person in the spotlight. A celebrity, your favorite creator, or you.

Before they arrive, Oreo has done the research. The deep cuts. The flavor no one else knows they loved as a kid.

It could be:

• Tom Cruise’s obsession with coconut cream pie.

• A singer’s go-to gas station snack on tour with their parents.

• The dessert your grandma made every holiday without fail.

Then Oreo makes a custom, one-off flavor based on that memory. Not for sale. Not mass-produced. Just for them.

Mine would be my great-great aunt’s lemon bars or my Oreo cheesecake that I used to bake as a kid.

The guest sits down with a kid or a fan, and they talk about Oreos. Dunk, twist, freeze—whatever their ritual is.

At the end, we reveal the secret: their custom flavor.
And they try it live.

This is a breakdown of the concept in video form if you would like to see it! I’ll be sharing more concepts on my personal IG, as well as I am putting my money where my mouth is and creating content I think is relevant to what I want to be known for. Social Media Strategy.

If you would like to see more, please give me a follow! I won’t be sharing every clip on the newsletter!

PRODUCTION: 

• Set: Minimalist. Blue Oreo backdrop. Spotlight on the guest.

• Talent: A mix of celebrities, creators, and everyday people pulled from social submissions.

• Format: 3–5 min videos—short enough to share, long enough to tell a story.

• Tone: Warm, surprising, and a little weird (in the best way).

• Distribution: Instagram Reels, TikTok, YouTube Shorts, plus a dedicated playlist on Oreo’s site where fans can binge every episode.

WHY IT WORKS: 

It’s personal.
This isn’t just another celebrity endorsement; it’s their childhood in cookie form. That’s what makes it stick.

It’s nostalgic.
Everyone has an Oreo memory. By making it about your Oreo, it taps into the universal nostalgia baked into the brand.

It’s participatory.
Fans can submit their own “childhood dunk” stories for a chance to get a custom flavor and be featured in the series. Suddenly, Oreo isn’t just a brand. It’s a memory machine.

It’s repeatable.
New guests, new flavors, new stories, this format never runs out of runway.

We’ve all dunked an Oreo in milk.
But the best part of this concept?
It’s not about how everyone eats Oreos
It’s about how you do.

📘 The Playbook

THE CASE FOR CROSSOVERS:

• 📸 58% of creators already work across multiple content formats

• 📈65% of creators want creative ownership (I think this is 100%).

• 🧠 100% of people have more than one interest.

Your niche might be food, sports, finance, or fashion. But your life isn’t one-dimensional.

And if you want to be more than a content vending machine, you need to pull ideas from everywhere, not just your corner of the internet.

FASHION FORWARD FOR NON-FASHION CREATORS:

👗 Gucci x Travel Creator
Instead of another runway livestream, Gucci partners with a travel creator to produce “Runway Around the World” a five-city series where each outfit drop is styled entirely from local vintage markets. The clothes aren’t shipped in, they’re discovered on location.

💻 Apple x Fashion Creator
Apple teams up with a style influencer for “The Wardrobe Edit” a campaign where every iPhone photo set is shot using new camera features, but styled to represent different “eras” of the creator’s personal style. The tech becomes the archivist of the fashion story.

🌍 Airbnb x Tech Creator
Airbnb partners with a gadget reviewer for “Smart Stays” showcasing unique homes around the world by testing their tech setups. From Tokyo apartments with robotic toilets to Icelandic cabins with full VR rooms, the hook is: which Airbnb has the ultimate creator desk setup?

The point:
When you stop thinking, “What’s in my niche?” and start thinking, “What could fit in my world with the right concept?” — the possibilities multiply.

3 TOP INSIGHTS FROM THIS ARTICLE:

1. Cross-industry beats the same lane. The most memorable collaborations often come from pairing a brand with a creator outside its usual category.

2. The concept is the bridge. If the idea feels natural in your world, the audience won’t question the crossover; they’ll celebrate it.

3. Specific sells. Pitching “a travel brand in tech” is vague. Pitching “Airbnb’s Smart Stays series with a gadget reviewer” makes it real.

🏆Play to Win

The Childhood Dunk is nostalgia. But it’s also a playbook.

Because creators don’t have to be boxed in by a single category.
You can take a food brand into music, a tech brand into travel, a fashion brand into sports — if the concept earns its place.

Your niche isn’t your ceiling.
It’s your launchpad.

The best ideas pull from your world and theirs, until the crossover feels inevitable.
That’s how you stop being “just” a creator in one space and start being a storyteller brands want to follow anywhere.

Creativity isn’t the final product.
It’s the medium.

Quote Of The Week

I’m off to the hamtons for the next few weeks! Will share some exciting new concepts soon.

Best,

Jacob