Creative Execution

Oreo DIT suggests fun, simple and inspiring activities (written by mums for mums) to complete as a family, capturing those precious moments, rewarding achievements and easily sharing on their social media channels. The app launched first on iOS for beta testing using families in each market, followed by Android a month later. Key target audience is mums with young children aged 6-12 years, across Philippines, Vietnam, Indonesia, Malaysia and secondary markets of Singapore, Hong Kong and Thailand, activities were available in 5 languages. Media used were blogger outreach, App Store Optimisation, Facebook App Installs and Display banner advertising.

The app is part of the SEA ‘Better Together’ integrated campaign aimed at bringing families together. Digital - app, website and social media - was an essential component. This self-sufficient ecosystem enabled all elements to drive traffic and engagement to one another, whilst delivering fresh UGC to families. The campaign was hugely successful in developing a strong brand affinity for Oreo, turning a Q1 decline into double digit growth for the past 4 months. Most importantly, the app brought 25,000 families together, creating 2,000 shared memories, and is continuing to do so, with Oreo at the heart. Early results show high interest (beta program attracted 10,553 families to trial, 25,000 installs, top 50 Free iPhone Lifestyle app in Malaysia for 2 weeks), high engagement (average 3 sessions per user, 2,200 activities completed, 2,000 family pictures), and high affinity (80% of users would recommend it, 81% find it easy to use).

Oreo 2014 Business Objective:To achieve ambitious sales targets in SEA, Oreo needed to change perception of the biscuit in SEA from an occasional kids' treat to one the entire family could enjoy together. Insights Families are distracted, particularly by devices, and may be together but alone. Mums want to bring their families together, but are challenged by a lack of activity inspiration. Marketing Objective:Oreo wanted to champion family togetherness in SEA so designed the mobile app to provide activities that would inspire families to share quality moments together. By facilitating real life moments via a mobile device, Oreo aims to extend the brand’s relationship with the family unit. Going beyond short term campaigns, the app would allow Oreo to build a community of mums and create an always-on communication platform. The app was built to add real life value to the consumer,reward them for participation and develop trust in Oreo.