We created the Oreo Music Box. A new experience of enjoying the Oreo cookies.

Every Oreo bite changes a different song. More Oreos play more songs. Consumers can customize their own packaging by choosing their preferred themes and write their own message. Upon getting their packaging delivery within just a few days after purchase, they can start playing with their music box. Additionally, they can see their packaging theme comes to life with mobile AR function, when they scan their packaging with the Tmall mobile APP.

This is a unique packaging specially created to elevate the Oreo product enjoyment and experience to new level. The customised brand experience is built through digital interaction with actual physical product experience combined.

This special Oreo packaging was sold exclusively as a special-edition pack for 1 day during 2017’s Tmall Superbrand Day only on Alibaba Tmall – the world’s largest e-commerce site.

The campaign started with a teaser on Tmall.com one day before the launch on 15 May 2017 to build fans' anticipation for the launch of the special Oreo Music Box packaging.

We developed a creative video released on all social channels to demonstrate the Oreo Music Box experience to trigger immediate consumer purchase and experience the Oreo Music Box.

Followed with the official campaign launch on 16 May 2017 at 12.00am in conjunction with Tmall's annual Superbrand Day.

It was a 1-day campaign promoted exclusively only on Oreo's flagship store on Alibaba Tmall.com with all paid media resources supported by Tmall as a partnership with Mondelez to drive traffic and campaign awareness.

Mondelez also engaged 23 local Chinese key opinion leaders and influencers and engaged popular Chinese celebrity Hua Chen Yu to promote the Oreo Music Box campaign on their social media accounts.

Results for 1-day campaign on 2017’s Tmall Superbrand Day:

1. All Oreo music boxes sold out in 13 hours.

2. Total RMB 1MM worth of sales generated within 1st hour after launch on Tmall flagship store.

3. Total flagship store sales on 2017’s Superbrand Day increased by 261% surpassed 2016’s Superbrand day.

4. Oreo brand buzz volume on Baidu increased by 54%. (compared to 2016 Superbrand Day campaign)

5. Oreo brand mentions on social platforms (WeChat & Weibo), increased by 1500% (compared to 2016 Superbrand Day campaign)

6. Total 1-day campaign impressions / views: 46,657,092 & campaign engagement: 564,171 (Oreo’s & Tmall’s WeChat & Weibo accounts, WeChat moments, news portals ie. Sohu, Tencent news, Today’s Headline, Zhihu)

Following the success of Oreo Music Box campaign in China, many international brands have tried to adopt this activation model with partnership with Tmall, but this had become something only Oreo could own.

TARGET AUDIENCE:

1. 400MM daily active online shoppers and those who mainly buy electronics and toys. Only innovative products with unique experience will capture their attention to purchase.

2. Fans of Oreo’s Weibo, WeChat and Oreo Tmall’s flagship store

CONSUMER & CHANNEL INSIGHT:

1. To attract consumers to buy something they were not considering, we transformed Oreo into a category of product they were – electronics, toys and food.

2. To inspire consumers of Oreo’s brand proposition of ‘Play with Oreo’, only genuine physical and creative consumer experience would trigger sharing.

3. To capture Chinese consumers’ attention within the shortest timeframe, the right platform that offers creativity with innovative technology is imperative to convey brand’s message to consumers that translates into immediate purchase.

With the above, Oreo decided to integrate both virtual online activation with actual product experience to create a new innovative brand experience for consumers on Alibaba Tmall.com.

Growth of biscuits and snacks market in China has reached a bottleneck. Foreign and local brands are in fierce competition. Massive amount of brand content and experience can be delivered at point-of-sales. Especially on e-commerce platforms where Chinese consumers buy everything online especially electronics and toys, but not food.

Because of such shift in consumer behavior and rise of digital commerce in China, it has become imperative for brands like Mondelez Oreo to build brand equity & activate immediate purchase instantaneously in the space of digital commerce.

With these challenges from market, Oreo needed to:

1. Stand out amongst other competitors in the category to dominate the digital space

2. Trigger online consumer purchases and enabling consumers to be inspired of the brand’s belief “Play with Oreo”

3. Capture online consumers’ attention to Oreo’s brand in such complex fragmented digital landscape in China and drive interest to Oreo’s brand experience