In 2016, VML won the entire e-Commerce marketing business for Mondelez with key brands such as Oreo and Milka Chocolates. Scope of work includes Digital Creative Campaigns, Social Media Campaigns and E-Commerce Activations. 

Case study

Every Oreo Cookie Plays a Song

Challenge

Growth of biscuits and snacks market in China has reached a bottleneck. Global and local brands are in fierce competition. Especially on e-commerce platforms where every Chinese consumer buy everything online.

Massive amount of brand content and experience can be delivered at point-of-sales. 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. Marketing and sales in this space of digital commerce has become seamless.

Oreo needed to:

1. Deliver Oreo's brand proposition of "Play with Oreo" concept across to consumers. 
2. Create impactful wow-worthy campaign that drives equity and sales on eCommerce platform to get people excited, spread shareable content across all social media platform. 

Idea

We invented a new way of enjoying the Oreo cookies through a specially customized Oreo packaging - "Oreo Music Box" that plays music from every Oreo cookie. 

Every Oreo bite changes a different song. 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 experience is built through digital interaction with actual physical experience combined. 

VML launched a special limited-edition Oreo packaging for 1 day, sold exclusively on Oreo Tmall.com flagship store on Tmall Superbrand Day. 

Result

 Sold out Oreo music boxes within the first 13 hours.

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

Total flagship store sales on 2017's Superbrand Day increased by 261% compared to 2016's Superbrand day.

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

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

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)

Case study

Challenge

Biscuit brands including the snacks category in China have become more and more competitive over the past few recent years. Many new products and new variants kept entering into the China market giving consumers more choices.

Mondelez Oreo realized that with this situation going on, it may start to affect the sales of Oreos if the brand does not start to do something innovative and interesting to capture the attention of their target consumers. 

Idea

VML China created an e-Commerce activation campaign only on Tmall for consumers to customize their limited edition Oreo packaging through a fun-filled colouring with personalized message digital activation. 

It was a fun-filled digital engagement that allowed consumers to choose their preferred theme (travel, movie, music) that were crafted by 3 famous Chinese graphic illustrators and choice of packaging colours with option to write their own message. It was so fun that each consumer purchased more than one pack and it gets delivered to them in just a few days. 

Collaborated with Alibaba Tmall, the biggest Chinese e-Commerce platform to launch this industry's first-ever Oreo Colourfilled Campaign during Tmall's Super Brand Day in May 2016 that was hosted only on Tmall website. 

Alibaba Tmall loved our innovative e-commerce idea so much that they also rebuilt and customized its purchase & payment functions on Tmall with packaging personalization function supported by Tmall's logistics system for a total seamless consumer experience so consumers could purchase their customised packs immediately after the customization and the packaging was delivered to the consumers in just a few days.  

Result

'In just the first day of launch, the sales of the Oreos rose to RMB 3 million*. Many people were excited and came into the Oreo's Tmall Store that it crashed the Tmall's server and it was down for 3 hours*. 

Many customers posted on their WeChat moments showing off their customised Oreo packs and the buzz spread wider reached out to more people joining in the fun of the Colourfilled campaign. 

In just the first three days, Mondelez Oreo successfully became the No. 1 top selling SKU on Tmall and also became the first brand in the biscuit industry that created a new fun new innovative way of shopping online

Case study

Challenge

Biscuit brands including the snacks category in China have become more and more competitive over the past few recent years. Many new products and new variants kept entering into the China market giving consumers more choices.

Mondelez Oreo realized that with this situation going on, it may start to affect the sales of Oreos if the brand does not start to do something innovative and interesting to capture the attention of their target consumers. 

Idea

VML China created an e-Commerce activation campaign only on Tmall for consumers to customize their limited edition Oreo packaging through a fun-filled colouring with personalized message digital activation. 

It was a fun-filled digital engagement that allowed consumers to choose their preferred theme (travel, movie, music) that were crafted by 3 famous Chinese graphic illustrators and choice of packaging colours with option to write their own message. It was so fun that each consumer purchased more than one pack and it gets delivered to them in just a few days. 

Collaborated with Alibaba Tmall, the biggest Chinese e-Commerce platform to launch this industry's first-ever Oreo Colourfilled Campaign during Tmall's Super Brand Day in May 2016 that was hosted only on Tmall website. 

Alibaba Tmall loved our innovative e-commerce idea so much that they also rebuilt and customized its purchase & payment functions on Tmall with packaging personalization function supported by Tmall's logistics system for a total seamless consumer experience so consumers could purchase their customised packs immediately after the customization and the packaging was delivered to the consumers in just a few days.  

Result

'In just the first day of launch, the sales of the Oreos rose to RMB 3 million*. Many people were excited and came into the Oreo's Tmall Store that it crashed the Tmall's server and it was down for 3 hours*. 

Many customers posted on their WeChat moments showing off their customised Oreo packs and the buzz spread wider reached out to more people joining in the fun of the Colourfilled campaign. 

In just the first three days, Mondelez Oreo successfully became the No. 1 top selling SKU on Tmall and also became the first brand in the biscuit industry that created a new fun new innovative way of shopping online