Oreo launches groundbreaking digital & social campaign in China

Oreo launched their Emoji Bonding campaign targeted at parents in the spring of 2014. In just three weeks, using online-to-online technology they engaged with their Mainland Chinese consumer base over 13 million times.

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Oreo Campaign Image China

Oreo Emoji Bonding Campaign

China’s digital industry—like the country as a whole—is changing at a breathtaking pace. But the rewards are there for those who have the innovation and creativity to pioneer new changes, as Oreo has done with their most recent campaign.

(PRWEB UK) 29 May 2014

Oreo’s Emoji Bonding campaign targeted parents worried about the lack of direct communication between themselves and their children due to China’s long working hours. In order to stand out from a crowded market place, Oreo used the online-to-online concept many brands use to integrate their below-the-line marketing with an online component and took it one step further.

Oreo started their campaign with an official branded account on China’s most popular social media and mobile platform, Wechat. Wechat allows you to build mobile apps directly into the account, making for a smooth, integrated user experience.

Bringing parents and their children together through technology

Starting with content, the app allowed users to take photos of themselves and their children (offline) and paste the heads into Emojis. Lots of pictures were available for users to choose from, even photos of popular stars and celebrities. The users then chose from a selection of templates and actions, including animations. The content proved to be immensely shareable and popular with both young and old.

In order to create engagement around the campaign, Oreo Bus Shelters were also placed in selected locations around key cities. These bus shelters allowed users to project their Emojis onto the Bus Shelter big screen, remote-control their actions, and even print out Emoji stickers to take home as souvenirs.

Utilising new technology

Technologies such as QR codes played a key role in the experience. Users were able to create content, share content, and interact with other users without having to leave the Wechat application. This was possible due to the utility and flexibility of Tencent’s Open API system - a new breakthrough in China’s social media environment.

Results – 99 million participants in 11 weeks

The Oreo Bonding Emoji campaign proved to be a great success, with over 99 million Emojies generated in 11 weeks alone. 10 million were shared with friends and family directly from WeChat. Perhaps even more impressive were the 1.9 billion impressions made across all the leading social networks, including WeChat and Weibo.

China’s digital industry—like the country as a whole—is changing at a breathtaking pace. But the rewards are there for those who have the innovation and creativity to pioneer new changes, as Oreo has done with their most recent campaign.


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