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The following slides show the activation to launch Oreo cookie in Brazil. This presentation was made by Carolina de Camargo Serra, the social media planner for this project, presented by São Paulo advertisement agency LOV together with NYC agency 360i, Dentsu Group. All rights reserved. Check the videocase: https://vimeo.com/89620797 Password: cremefill All rights reserved.
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PROPRIETARY
Oreo´s Launch in Brazil
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY 2
Regarding the huge success Oreo is in another countries, specially in
the US, we had to consider:
WHAT’S THE BEST WAY TO SPREAD THE NEWS THAT OREO IS COMING
TO BRAZIL?
OUR CHALLENGES:
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY 3
Also, considering we had two targets (millenials at online and
moms, the final shopper at offline):
WHAT’S THE BEST WAY TO HAVE THE SAME
MESSAGE ONLINE AND OFFLINE TO DIFFERENT
TARGETS?
OUR CHALLENGES:
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY 4
LOW BUDGE
T
OUR CHALLENGES:
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY
5
So, what did we do?
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY 6
At first, we found out that, without have
done any efforts, we already had 100k brazilians fans at Oreo’s
Global page, so:
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY 7
We’ve decided to activate these fans, turning them into
brand’s advocates, it would help us to
spread the news and make them feel
specialBY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY
We’ve decided to activate these fans, turning them into
brand’s advocates, it would help us to
spread the news and make them feel
special 8
And here’s what drove
our strategy: FANS
WOULD TRY IT FIRST
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY 9
THE FIRST BATCH OF
OREOS MADE IN BRAZIL.
But how these fans would knew
that Oreo was coming and more than that, be the
first to try
:
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY
OREO’S LOVE
AMPLIFIERS
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY PROPRIETARY & CONFIDENTIAL
After a listening, we’ve chosen 50 Oreo’s influent fans to help
us.
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY
12
We’ve made sure to surround all the strategic
group of consumers with
relevant presence on the
web to heard about the news.
MILLENIALSThrough this thought we
selected people that were knew from
different matters with the intent to diffuse the
news and make it popular as it should be
ADVERTISERSOreo is also knew by the presence and campaign in social media. In Brazil we have communication blogs made by former opinions that publish news of the market
AMBASSADORSRelevant people that mentioned the Brand,
they were high value in a activation strategy
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY 13
SO A HEAVY SOCIAL PR
STRATEGY WAS DONE
•WE’VE SENT A KIT WITH THE FIRST BATCH OF
BRAZILIAN OREO, A PERSONALIZED PEN AND A
NOTEBOOK WITH A TOTALLY CUSTOMIZED
LETTER FOR EACH INFLUENCER, CREATING A
DIALOGUE WITH THEM AND WHAT THEY WERE
USED TO TALK ABOUT TO TOLD THE NEWS.
•WE’VE USED THE HASHTAG #ChegouOreo
(#OreoIsHere)
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY
184,992
LIKES: 13.403COMMENTS: 247
21,797
LIKES: 2,543COMMENTS: 106
21,797
LIKES: 6,094COMMENTS: 191
24,751
LIKES: 1,438COMMENTS: 49
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY
PROPRIETARY
3 MIL
LION
IMPACT IN
TERMS O
F REACH
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY 17
3 DAYS
LATER…11.790
STORIES
(with paid media on FB – page post ad to fans and friends of
fans)Copy: November 2013 | Oreo arrived in Brazil
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY 18
IN THE NEXT WEEK
71.280 STORIES
(with paid media on FB – page post ad to fans and friends of
fans)
Copy: Smile , now we’re produced in Brasil A big step for Oreo a small step to Walmart
The first batch of brazilian Oreo arrived
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY 19
• This is the first time Mondelez launched a product only in the
digital plataforms. We’ve convinced them that we
should start telling Oreo’s story through this. Creating a love brand speaking people’s
language on the web.
• The TVC film was launched only two months after.
ACHIVEMENTS:
BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
PROPRIETARY
Than
ks!BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED