Facing the endless Internet Celebrities and new tastes, Oreo China decided to face the voice of consumers directly and to keep the playing heart. They launched the first salty Oreo and spicy Oreo, plan to open the Internet Celebrity marketing model. Intending to be the favorite snack of young people again.

Subverting conventional marketing methods, opening the marketing model of oreo web celebrity

Nowadays, the post-90s generation has gradually became the backbone of the society. They are bold, pursue novelty, having the courage to try, and dare to break through the conventions. Therefore, creative ideas that go out of the ordinary are often able to attract their attention. In addition, the biscuit audience with the sweet taste, popular in recent years, salty and so on a variety of novel taste came to the attention of the consumers and have their own audience, Oreo as a brand to enter the Chinese market for many years, its taste has gained recognition and familiar, therefore, want to continue with its former Oreo hot sales, will follow the trend of The Times, comply with the modern popular taste and style of products. So Oreo came out with salty, spicy cookies, giving Oreo a break from the modern youth crowd.

1. Creating Oreo’s puzzle like making Flavor X mystery gift box and the suspense poster. Additional, ## became the topic that detonated the first wave of discussion

2. Revealing double secrets: new tastes and brand ambassador, the topic ## sparked hot discussion

3. Inspiring interaction. To interactive short video to link fans and to create a lot of UGC

4.Following the hotspot and the official creative Oreo eating method to guide the topic

5. Multi-dimension recommend and KOL’s Oreo eating creativities are promoting the influence of new products comprehensively

After the launch of Oreo's salty and spicy products, the first batch of Oreo products were sold out, which swept weibo, WeChat, baidu and toutiao, successfully breaking the highest record in brand history. Not only that, the major media received favorable comments, including 500 million topic discussions, 200,000 official and micro interaction, 1,410,000 related topic discussions, and 42,530,000 video broadcast. In addition, it also attracted reports from international media and successfully created phenomenal refresh marketing with remarkable results.