Creative Execution

To talk to our target market on Facebook, we created content using localized messaging to teach Filipinos how to Play With Oreo. We took Oreo’s global perspective and twisted it to create more relevant, local content themes such as Filipino recipes, trends, celebrations and occasions. We infused Oreo into delicious Filipino desserts, leveraged booming Filipino trends and rode on local events to ensure that our content resonated with Filipinos. We also ensured that creative best practices (one strong focal point, clear messaging, clutter free) were followed in the creation of visuals to produce truly thumb-stopping content. To take it one step further, we slanted our creatives to have a “Play With Oreo” messaging to inspire and encourage fans to play with Oreo themselves.

The Oreo Philippines Facebook page ranked no. 1 among all Oreo market pages globally in terms of total post reach in November 2014 besting United States, Indonesia and Malaysia. On Facebook we reached 36 million of 38 million Filipinos on Facebook in 6 months and generated 3.5 million interactions online. Oreo overtook Cream-O, the more popular local cookie, for the first time in terms of sales value growth in supermarkets, for two consecutive months in April-May 2015. 3 Oreo continues to grow by 11% in terms of value share in the market.

Oreo has always been a top global brand, but is far from the top-of-mind snack in the country. Oreo was seen as an occasional treat and was bought an average of only twice a year in 2013. To remain competitive in a highly diverse and saturated snacking industry, Oreo needed to build relevance with its target market (millennials and moms) and give them reasons to consume Oreo in order to increase purchase frequency.