Engage and inspire consumers to “Play with OREO” with five new embossment patterns in more fun ways.
Oreo has already launched ‘Play with Oreo’ campaign wave I to inspire people to have fun and enjoy the playful life moments.
In wave II, we need to re-appeal our consumers and encourage them to engage with the brand and purchase the products.
- Oreo is the perfect snack for:
- Mums with 6-12 years old kid who are currently non-users or lapsed-users of Oreo SDW
- Young adults & married w/o kids families
- They live in a digitalized and connected world, and expect media to satisfy multiple needs e.g. Browse news, view video for entertainment, connect with friends, shopping online…
- People like to use customized emoji to express themselves and communicate with friends in social media.
- Media Objective:
- Continually build brand awareness with the meaning of five Oreo embossments
- Drive traffic to campaign site for engagement.
- Media Strategy
- Leverage five relevant type of APPs to deliver the deep meaning of five Oreo embossments and meanwhile reach more target audience and drive traffic.
- Campaign Period
- Media selection
- Share embossment: Social-Amnet Wechat
- Twist embossment: News-Viva
- The question: Cuisine-xiachufang
- Playful spin: Travel-Ctrip
- KA-CHA: Photo- Poco
- Media Budget allocation (TTL: ¥5,620,000)
- Amnet-Ibutterfly ¥1,780,000
- VIVA ¥1,000,000
- Xiachufang ¥700,000
- Ctrip ¥1,140,000
- Poco ¥1,000,000
Oreo playful emoji factor
Playful virtual factory let people take selfies and create their customized Emojis with five themes.
Real 3D limited customized plastic Oreo cookies as Awards!
Official- Hot topics related content
Weibo – KOLs(刘雯、奥莉、孙杨、范湉湉） share their 3D customized emoji OREO gift
Wechat – KOLs sustain the
buzz of campaign.
Oreo “Face book” was awarded “the biggest folded book” by Guinness.
结果-传播到达 品牌提升 销量支持
Total Reach 1,143,208,012 impressions
Media generated 1.12 billion impressions and free Media weibo/wechat post generated 3,259,966 impressions(Self media +KOL）.
Social KOL got 17,616,758 impressions which cost 1,261,529
Earned Free Self media& KOL
Create Photo: 109,623
Earned one Free weibo KOL
Earned weibo sports ranking Top3
（earned media 270,000rmb）