In 2016, VML China 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)