Live sample coverage from TikTok · Global · confectionery · August 3, 2026
Mondelēz · Oreo. Watched in real time.
dig delivers a live read on the forces shaping brands across social — from creator sparks and product launches to cultural shifts and emerging narratives.
Trending narrative
Mondelēz's flagship, Oreo, runs on celebrity collabs and flavor drops: the Post Malone edition drove a wave of launch, review and hunt content. A review from @terryandkaniyia hit 9.8M views.
Trending now · pulled from dig
Narrative intelligence
The stories driving the Oreo conversation.
Narratives, not hashtags. dig surfaces the meaning behind each clip, ranking the stories by momentum and breaking them down by generation.
Trending now · last 7 days
What people really think about Oreo right now.
Pre-crisis radar · for comms
The narratives that haven't hit yet.
Early negative signals that give comms a head start before the story spreads.
Emerging signals · last 14 days
Owned content vs. UGC
Who's actually calling the Oreo conversation.
Official channels launch the collabs; creators turn them into reviews, recipes and in-store treasure hunts.
Owned vs. UGC reach · last 30 days
~15%vs~85%
Oreo-owned share · UGC share of Oreo TikTok reach (30d)
Oreo's own accounts and partners like @postmalone seed the launches, but creators, foodies and 'store hunters' drive the vast majority of the reach.
Top 6 creators · last 7 days
The house codes
Celebrity collabs, flavor drops, recipes, ASMR, retail hunts. Tracked.
How the Oreo conversation moves on social worldwide, plus the signal Mondelēz can act on.
Portfolio signal · last 30 days
From signal to next move
The actions your team can take this week.
The creator to engage, the narrative to get ahead of, and the talking point that needs to be ready before the story moves.