Our Idea was to “Take Oreo Home”. It was routed in two key insights:

1. The majority of China’s citizens travel away from the major cities, to hometowns and villages in the hinterland. Given China’s size, these are often very long journeys and snacking is a huge ritual during this journey home.

2. Consumption is thriving in rural areas and there is an appetite for international brands, but digital penetration is very low. Qualitative research showed that people still prefer physical experiences vs digital ones. Rural audiences spend only 1.6 hours per day online in comparison to over 4 hours in major cities but have 43% more engagement with out of home media.

Our idea harnessed this mass migration. Through strategic partnership with ecommerce giant Alibaba Group, we could become part of local customs and culture in the heart of rural China.

To begin Oreo’s journey home…

With Alibaba’s help we established 10,000 new distribution points across rural China, creating village pop up stores filled with special edition Oreos.

We wrapped the outside of trains heading from cities to the rural areas, creating anticipation and excitement for the big trip home. Covering 37 stations and travelling over 100,000km into the heart of the Chinese countryside. We created an “Oreo World”, complete with branded cushions, posters, window stickers and wallets.

This message was amplified in the TVC, helping scale our message and creating the context for bringing Oreo into the countryside.

To complete the Oreo journey, local experts showed visitors how to scan the QR code and access the Mondelez flagship store for direct purchase, using online exclusive offers to reward new users.

Our campaign brought Oreo home as Alibaba’s most popular brand during the Chinese New Year festival.

We reached new consumers:

• A new retail channel established with sales delivered through the Alibaba network of 10,000 shops.

• Covering 1/3 of China and accessing 200 million new consumers in just two months.

• Increasing ecommerce traffic by an average of 366% when the campaign was live.

• Driving 5 million new visits to the Mondelez flagship store on Tmall.

Driving new sales:

• 150% monthly increase in Oreo ecommerce sales.

• Beating the previous record for Mondelez ecommerce sales set on 11.11 by 35%

• 52% increase in Oreo base sales vs same period 2015.

• Overall the campaign delivered an exceptional ROI of 5:1