Results and Effectiveness

The campaign generated a lot of buzz, garnering earned media worth RM 1.81million, which is 2.7 times the investment. The digital campaign achieved a click-through-rate (CTR) of 0.3%, doubling the industry average. The campaign’s cost effectiveness exceeded the industry’s ROI average by over 50%. Oreo received over 2,042 pledges from Malaysian dads, and on top of this, the pledges achieved an additional viral factor that increased engagement. Over 3,000 excited families came for Oreo’s Father’s Day event, achieving brand sales that tripled Oreo’s previous event’s sales.

Creative Execution

The campaign was designed with three objectives targeted to mothers: To warm her heart with real bonding stories; to engage her via the emotional reward of seeing her husband’s declaration of love; and to drive her to the event celebration with her family. In the weeks preceding Father’s Day, we featured a series of stories from DJs and celebrities reminiscing their closest bonding moments with their dads via radio capsules and press editorials. To engage our audience, we created the “Oreo Daddy T-Card” pledge application on Facebook, targeting both moms and dads. Shaped in Oreo’s T-shirt, these virtual cards allow dads to pledge their love for their kids by customizing and sharing it. Finally on Father’s Day, families were invited to join Oreo’s celebration to officiate all the proud dads who have pledged and dunked for love. The event saw key celebrities and DJs participating and championing Oreo’s cause.

Insights, Strategy and the Idea

Despite strong brand awareness, Oreo suffers low trial and low repeat purchase because Malaysian moms, the main grocery buyers, don’t connect with Oreo as strongly as their kids do. We’re challenged to create an emotional connection with mothers by making Oreo the biscuit that inspires delightful childlike moments, which bonds mothers with her children. Research confirms that a mother is happiest when her kids bond with their dad. These moments make her feel closer to her husband too. But Malaysian dads, absorbed with daily work pressures, are spending less time at home. Riding on the launch of Malaysia’s National Family Policy to increase the father’s role in raising children, we took an unconventional approach to win over moms by creating a family moment for dads to bond with their kids. The idea: To inspire proud dads to be dunked in milk out of love for their kids on Father’s Day.