传播目标
Engage and inspire consumers to “Play with OREO” with five new embossment patterns in more fun ways.
传播挑战
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.
客户传播预算
500-1000万
洞察和策略
- 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.
洞察和策略-媒体的策略组合
- 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
- 09.07-2015.09.26
- 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
创意和执行-计划的创意性
Oreo playful emoji factor
花样表情 自造工厂
Mechanism
Playful virtual factory let people take selfies and create their customized Emojis with five themes.
Real 3D limited customized plastic Oreo cookies as Awards!
引导介绍页面
选择图案
拍照/上传照片
分享排队
获得排名
创意和执行-计划的执行力
Social
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.
Guinness
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
Media Result
1,122,331,288
impression
10,076,887
Click
3,259,966
social impression
Earned Free Self media& KOL
Engagement Result
Participation: 864,443
Create Photo: 109,623
Social Result
17,616,758
impression
1,172,754
engagement
Earned one Free weibo KOL
Earned weibo sports ranking Top3
（earned media 270,000rmb）