Cannes Lions

Blackpink in your Oreo

LEO BURNETT, Jakarta / OREO / 2024

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Overview

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Credits

Overview

Background

CONNECTING COOKIE WITH HALLYU CULTURE

While Oreo is the market leader in the sandwich cookie segment in most of SouthEast Asia, the brand is being challenged by local players who are entering the market to answer the snacking needs of the growing Gen Z and young Millenial segments.

Our task: Build relevance for our young, growth audience with the brand purpose of sparking 'Playful Connection' - flywheel effect with long ranging impact.

BUSINESS OBJECTIVE : Generate a shot in the arm by opening up a new base of buyers

- Jumpstart Oreo's footprint, by extending growth beyond the regular target audience, as growth was possible only by being seen as a young GenZ’s cookie of choice.

KPI – Increase in penetration, purchase intent

KPI – Reach, Engagement, Views

BRAND METRICS : Build buzz and virality, uplift brand metrics

Idea

BLACKPINK IN YOUR OREO; TURNING COOKIES INTO THE MOST WANTED K-MERCHANDISE

The idea was to create a product-cum-collaboration-cum-engagement which turned Oreo; a family centric brand into a young and fun brand which made GenZs fancy the brand.

From launching an unique product which was inspired by the spirit of Black Pink, to creating a hype in social and e-commerce using BLINKS – ‘Black Pink fan community’ and influencers (Including the Black Pink Divas themselves), to giving common fans access to their idols in the form of technology based personalised greetings, all together created an impactful experience for the consumers.

GenZs are fans of K-Merchandise in SEA, so we created Black Pink in your Oreo campaign where every experience and engagement, all communication assets and the product itself was a K-Merchandise.

Strategy

FANDOM FLYWHEEL

Our creative strategy was brought to life by powering an authentic and personal experience with our BlackPink Fandom; converting buzz to business.

The Fandom Flywheel strategy works like a rolling ball on a slope, we activate the brand push, and the fans take over the command, rolling the campaign at a greater speed.

1: ENTICE THE FANS: Partner with BLINK (Black Pink official fan community) leaders to launch the campaign and seed buzz through K-communities, K-influencers, interest segments.

2: SOCIALIZE THE EXPERIENCE: Provide a way for BLINKs to connect with their idols with personalised messages, collectibles and content that contribute to the natural virality of the campaign.

3: CONVERT BUZZ TO BUSINESS: Collect 1P data, link to commerce and activate in-store.

Execution

FANDOM FLYWHEEL ROLLOUT

1. ENTICE THE FANS

BLINK leaders in each country released sneak peeks that got other K-communities and publishers abuzz with curiosity. In true Black Pink style, we launched an exclusive ‘Special Edition’ Oreo BlackPink pack with Shoppee on 12.12, which sold out in just 12 minutes.

2. SOCIALIZE THE EXPERIENCE

In a "Social First" pack-tivation, the brand engaged fans by receiving a personalised greeting from their favourite band member. Giving fans even more opportunities to own a piece of their idols, Oreo debuted exclusive BlackPink collectible cards in multipacks, urging consumers to collect all 10.

TikTok Hashtag challenge and branded effects got fans lip syncing to Black Pink, fuelling the virality of the campaign.

3. CONVERT BUZZ TO BUSINESS

1MN first party data collected through various engagements on the website, optimised to retarget audiences on Dv360, Meta, Tiktok, IG to e-commerce platforms to drive sales.

Outcome

For this campaign, we were selective in driving relevant GenZ-first media and touchpoints expanding the brand appeal beyond being just seen as a kid’s cookie. While Instagram and TikTok drove high impressions, Twitter delivered quality engagement rate.

COMMUNICATION METRICS:

YouTube : 4BN+ Video Views

TikTok hashtag challenge and branded effect : 2.2MN UGC Video creations

The virality of the campaign was further amplified through the BlackPink social handles :16.2MN likes and 91K comments, generated 15K posts with the hashtag #oreoblackpink

BUSINESS METRICS:

28% uplift in sales

+3.3% uplift in purchase intent

Penetration: Kantar Q1 '23 : 46 (+3 PP vs Q1 22);

Overall MS Oreo: Dec - Mar ‘22: 5.5%/ Dec - Mar ‘23: 6.1

126K+ unique 1PD

BRAND METRICS:

+5% uplift in brand metrics

The market share of the exclusive BlackPink Oreo managed to capture an impressive share of 1.4% in March, in the span of just 4 months.

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