The cookie behemoth wants to establish a strong presence in SEA and whilst they are well known and received in the west, OREO is considered a premium kids treat in these highly competitive markets.
OREO planned to move away from a kids treat to a family one, and from talking to kids to moms instead. There was no traditional media, several weak initiatives required support and a slew of changes from both internal ranks and external partners formed additional obstacles.
We pooled the existing plans and goals to define a list of priorities, from which we established an ecosystem to support the entire 2014 campaign. For example, we built a social aggregator for the region which curates share worthy content of various sub campaigns andrecirculates them into other assets. After rounds of changes, the grand plan suffered fragmentation. To mitigate this, we built a story which brings linearity and coherence to all actions, into a parallax site.
Against low media budget and stripped campaigns, the site performed well. Analytics tell us 1 in 5 visitors are females aged 25 -35, within our TA, spending an average of 11 mins per session.
Client: OREO, Mondelez
Role: Strategy Director, Dentsu Mobius
Team: No planning support
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