Since Oreo first arrived in China 23 years ago, it has consistently been the country’s leading sweet snack brand, offering as many different flavors as one could wish for.

However, with millennials constantly looking for something new to turn their attention to, they took it upon themselves to start creating their own new flavors, new ways of playing or whatever they could dream up.Oreo wanted to embrace this UGC head-on, listening to their inner hearts of our consumers and rewarding them with a surprise in response to their engagement with the brand.

We made a creative social centric campaign, an exclusive launch of 2 limited flavors with a small budget of only 300K USD!The first ever salty and spicy Oreos. The sensation of Oreo Savory even spread widely overseas. The Oreo savory idea was generated from social influences and also promoted on social media. Oreo stirred up the public by KOL blind tasting and released the wasabi & chili chicken flavors at the climax of social buzz.

Target audience:Loyal consumers of Oreo,promote fans of the ambassador,Radiate more non-fans,ordinary user, pan-social audience,brand to young consumers.

Approach:

1.Bypassing conventional sales tactics with the help of online influencers,

2.Campaign Warmup: Secret Puzzle

Flavor X Mystery Trial Box + Teaser Poster

Create a wave of curiosity and discussion

3.Videos of influencers trying the new flavors went viral across multiple platforms

4.Campaign Ignition: Official reveal

New flavor + new brand ambassador

#you’ve definitely never tried a salty or spicy Oreo before#

5.Campaign Sustain: Never-ending surprises

New ways to eat new flavors

We neglected traditional sales tactics, opting instead to create a new sales model leveraging online influencers. Using the hashtag #new secret oreo#, we teased the new flavors with a cryptic poster and limited edition mystery trial box.After creating a huge buzz around the topic, people started to guess if the new Oreo flavors were real or just another trick.The two new flavors were unveiled online by our new Oreo ambassador. With each flavor said to represent a different side of his personality, we generated a huge response from his fans.Flavorful short videos helped to stir up engagement and gain exposure across different media platforms.We then let loose some new ways of eating Oreo, and invited influencers to come up with their own fun and innovative ways to help unleash the new flavors.

On social media, the results were even more impressive. The campaign caused a spike in activity on the 4 main media indices, creating historical highs for the brand.And generate a wave of positive coverage across the main media platforms.Reaching out overseas, our international media coverage caused huge demand for the new Oreos outside of China.We turned the newest Oreos into the latest hype, resulting in a new benchmark for marketing campaigns.Oreos are once again the hottest snack for young millennials.