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 and let consumers Play with Oreo and share the work with friends on social media.

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. Create an HTML5 site as campaign interactive platform for consumers. Encourage consumers to share their customized contents on social media. Celebrities like LIU WEN, super model, and SUN YANG, the Olympic champion, also joined in and shared their own Oreo cookies on social media, which created huge social awareness. Deliver 3D-printed cookies to consumers. 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. Timeline: 7/9/2015-26/9/2015 Launch campaign, H5 online available 21/09/2015 Distribute customized cookies 13/11/2015 Guinness World Records approved: The largest concertina book

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

We introduced 3D-printed technology to consumers and used it to interact with them. The campaign encouraged consumers to DIY their own customized cookies on HTML5 site and they would receive physical 3D-printed Oreo cookies.

Target audience: Chinese youth who love hi-tech products, taking selfies and sharing on social media. 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.