The Campaign

We found that Chinese youth love taking selfies, technology and custom stylization. The idea is to make selfies into Oreo customized cookies with 3D-printed technology. The aim of the campaign is to target a wider range of audience and rebuild Oreo's brand image in Chinese market. Consumers only need to follow 3 steps as followed and they will have a chance to get 3D-printed customized cookies. Step 1: Choose the pattern you like Step 2: Create your own custom face expression according to your selfies Step 3: Share with your friends on WeChat 100 users who had the most likes on WeChat would receive their customized 3D-printed Oreo.

Creative Execution

We created a playful virtual factory with mechanism of shares and likes, encouraged people to take selfies and create their customized Emojis within 5 themes. Provide consumers with a personalized brand experience. For media, we selected 5 apps related to cookie as key media in order to reach more consumers. For social media, celebrities like LIU WEN, super model, and SUN YANG, the Olympic champion, also joined in and shared on social media which created huge social awareness. We delivered consumers' customized 3D-printed Oreo cookies to themselves. After campaign, we chose 300 selfies from 100 thousand photos uploaded by users, created the largest concertina book and won a new Guinness world record.

Media impression: 1,143,208,012 Media click: 10,076,887 H5 participants: 860,000+ Interactions with campaign topics on social media: 17,616,758 Earned media: Top 3 Sina weibo hot topic and gained about 800,000 RMB for free in terms of impression.

We introduced 3D-printed technology to consumers and use it to interact with them. It can help build a stylish brand image. The reason of using innovative 3D-printed technology 1. Attract wider range of audience, especially the youth. 2. Chinese youth are interested in cool hi-tech products. 3. Chinese youth are seeking a more fun way to communicate with brands.