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SUB CATEGORY :
FOOD & BEVERAGE
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COMPANY ENTERING :
INSPIRE INTEGRATED MARKETING COMMUNICATIONS, SHANGHAI
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TITLE :
OREO OBOX
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BRAND :
OREO
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ADVERTISER :
MONDELEZ SHANGHAI FOOD CORPORATE MANAGEMENT CO.,LTD
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AGENCY :
INSPIRE INTEGRATED MARKETING COMMUNICATIONS CO.,LTD., SHANGHAI
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CHIEF CREATIVE OFFICER :
GISO ZHENG
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EXECUTIVE CREATIVE DIRECTOR :
GISO ZHENG
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COPYWRITER :
CELIA ZHANG
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ART DIRECTOR :
OLSEN ZHANG
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ACCOUNT DIRECTOR :
FIONA JIANG
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ACCOUNT MANAGER :
CATHY SHIH
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ACCOUNT EXECUTIVE :
SANDY SHEN
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STRATEGIC PLANNING DIRECTOR :
BAGGIO SONG
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STRATEGIC PLANNING MANAGER :
JANICE JIA
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MARKETING COMMUNICATION DIRECTOR :
BAGGIO SONG
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MARKETING COMMUNICATION MANAGER :
JANICE JIA
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THE BRIEF :
OREO DELIVERS ITS ICONIC PRODUCT OREO COOKIE WITHOUT BIG CHANGES. OREO WANTS TO INCREASE ITS PURCHASE PREFERENCE BY BUILDING PLAYFUL IMAGE AND CREATING SOCIAL BUZZ.
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THE STRATEGY :
ENTERTAINMENT AND GAMING IS PREVAILING AMONG CHINESE YOUNG CUSTOMERS. WE CAN COMBINE OREO’S PRODUCT EXPERIENCE WITH GAMING, THAT NOT ONLY AROUSE GREAT SOCIAL BUZZ, BUT ALSO TRIGGER YOUNG GENERATION’S INTERESTS AND ADVOCACY.
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THE EXECUTION :
1. WARM-UP PERIOD（3/1/18—3/11/18） THE OFFICIAL WEIBO AND WECHAT RELEASED #OREO BLACK TECHNOLOGY# TOPIC TO AROUSE CONSUMERS’ CURIOSITY. THE GAME REACHED 40K INTERACTIONS PER DAY AFTER LAUNCH 2. CAMPAIGN PEAK & MAINTAIN TIME（3/12/18—4/20/18） 1) CELEBRITY WANG YUAN RELEASED POST, LEADING THE FANS TO SPREAD THE INFORMATION OF THE EVENT AND CREATE A LARGE AMOUNT OF UGC. 2) OFFICIAL WEIBO AND WECHAT STILL KEEP UNLOCK THE GAMES TO MAINTAIN THE VOLUME OF THE TOPIC; 3) KOLS AND MEDIA RESOURCES ARE ALLOCATED AND DIVERTED TO MAINTAIN THE ACTIVITY.
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THE RESULT :
50 MILLION INTERACTIONS 900 MILLION SOCIAL IMPRESSIONS E-STORE SALES UPLIFT X 10 TIMES 20 MILLION ¥ MEDIA VALUE EARNED
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