Creative Execution

First, we released a full branded viral clip featuring famous singer Hari Won going to the fortune-teller – by Vietnam’s top comedian Tran Thanh – who used OREO gift to forecast her good year in 6 aspects: health, success, wealth, love, career and family, each represented by a flavor in the pack – making totally a perfect wish of the whole new year with Oreo Tet pack. Then we spread the viral clip on Facebook by 10 social influencers and pitch for editorials on key media channels. In the meantime, we utilized the comedy’s actors' image in communications at POS.

The viral clip was huge success with over 2,200,000 views with just 5% source from media advertising efforts, over 78,000 shares counted on facebook only (the 2nd shared clips of the top national comedian, Tran Thanh), over 300,000 online interactions, generating 100% earned media compared with paid media. The campaign generated more than 13% sales growth of Oreo Tet 2015 compared with Tet 2014, and for the 1st time ever building Oreo Tet pack as the relevant and meaningful confectionary gift for Tet. Oreo Tet viral campaign became top 3 successful branded content in Tet 2015 on Youtube Vietnam.

OREO TET campaign serves boosting sale in TET by making OREO the TOM gift to target women 25-45 AB+, heavy digital behavior, via building the talk of town trend of using OREO TET pack as good gifts of TET. Understanding our target buys confectionary in TET most for gifting representing good wishes to their beloved, in which the wish for a perfect TET is the most preferred, the strategy is created positioning OREO as a whole year perfect wish thanks to its 6 flavors in Tet pack (different from competitors), each representing a wish of health, success, wealth, love, career and family. Then, we ignited the talk of town on YouTube and Facebook by featuring their top influencers in a branded comedy of the most typical behavior of women in TET – go to the fortune-teller, where the fortune-teller used OREO to have 6 good predictions to the listener.