Oreo, a star brand in cookies under Mondel?z, is one of the most popular cookies in China since it came to China in 1996. In recent years, the market share of Oreo shrunk due to declining interest towards butter sandwich cookies and new brands growing up. From 2014, Oreo redefined its brand image from ‘Twist, Lick, Dunk’ to ‘Play with Oreo’ to expand its target audience from parent & child to youth.

The objective of the campaign is to target a wider range of audience and rebuild Oreo's brand image in Chinese market.

We created a playful virtual factory with mechanism of shares and likes, encouraged people to take selfies and create their customized Emojis within 5 themes. Provide consumers with a personalized brand experience.

For media, we selected 5 apps related to cookie as key media in order to reach more consumers.

Create an HTML5 site as campaign interactive platform for consumers.

Encourage consumers to share their customized contents on social media. Celebrities like LIU WEN, super model, and SUN YANG, the Olympic champion, also joined in and shared their own Oreo cookies on social media, which created huge social awareness.

Deliver 3D-printed cookies to consumers.

After campaign, we chose 300 selfies from 100 thousand photos uploaded by users, created the largest concertina book and won a new Guinness world record.

Timeline:

7/9/2015-26/9/2015 Launch campaign, H5 online available

21/09/2015 Distribute customized cookies

13/11/2015 Guinness World Records approved: The largest concertina book