Creative Execution

Social guerrilla warfare: four creative strategies: high frequency, high initiative, high flexibility and high interaction 1. Preheating period - high frequency attack Through the intensive poster tactics, the oreo will launch black technology as the stunt message, has aroused great expectations. 2. Detonation period - high active seduction For 18 games, create corresponding creative content and provide interesting hints for consumers to unlock the game. 3. Secondary detonation period - highly flexible benefits By taking advantage of the fan economy, a large amount of materials surrounding the spokespersons, such as picture postcards and funny emojis, stimulate the continuous participation of fans and ignite the marketing fever for the second time. 4. Harvest time - high interaction links Online and offline, call for store flash event, game top winner interview with video, from spokespeople fans to game fans, across media and across ethnic groups, creating benefit ripples.

Interactive data of social platforms: Compared with the average interaction rate of brand weibo, the interaction effect was increased by 1250%. Official fan number: 400,000; Oreo AR game player interactions: 40,210 Exposure data of social platforms: With over a billion exposures, it has been featured on weibo topics for 17 times. With less than a million media dollars, it won 960 million free media exposures. Media investment returns nearly 1,000 times. Four big media search indexes soar Sales data: Oreo AR games console custom-made wang yuan game box sold 4000 sets in 1 second Cat super "big brand carnival" far more than double eleven sales, creating mondelez cat super sales in the history of the first Oreo sales: over 2 million; Increased tenfold to an all-time high Mondelez brand sales: more than 4 million.

Young people use of fragmented time on social media, but also lead to social media mass information consumers are less likely to gather the attention for a long time, in the era of attention economy, we hope to make innovations in the limited resources, depth using the platform, the stars and fans resources, mobilization, cooperate with various fancy originality materials with fans to maintain consumer attention for a long time, interact with more depth, to form more effective transformation. Target audience: 1)Core circle: oreo loyal consumers + light game lovers 2)Traffic circle: wang yuan fans, turn star fans into brand fans, become the key power point of this project, and form active viral diffusion 3)Radiated circles: ordinary users, broad social audiences From video to dynamic posters, from online interaction to offline activities, and across types and channels, a large number of creative materials are invested.