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Oreo's Launch in Brazil
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Oreo's Launch in Brazil

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The following slides show the activation to launch Oreo cookie in Brazil. …

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
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  • PRE LAUNCH
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  • Transcript

    • 1. PROPRIETARY Oreo´s Launch in Brazil LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
    • 2. 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: LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
    • 3. 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: LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
    • 4. PROPRIETARY 4 LOW BUDGET OUR CHALLENGES: LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
    • 5. PROPRIETARY So, what did we do? LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
    • 6. 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: LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
    • 7. 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 special
    • 8. 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 LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
    • 9. 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 : LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
    • 10. PROPRIETARY OREO’S LOVE AMPLIFIERS LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
    • 11. PROPRIETARY PROPRIETARY & CONFIDENTIAL After a listening, we’ve chosen 50 Oreo’s influent fans to help us. LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
    • 12. PROPRIETARY We’ve made sure to surround all the strategic group of consumers with relevant presence on the web to heard about the news. MILLENIALS Through 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 ADVERTISERS Oreo 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 AMBASSADORS Relevant people that mentioned the Brand, they were high value in a activation strategy
    • 13. 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) LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
    • 14. PROPRIETARY 184,992 LIKES: 13.403 COMMENTS: 247 21,797 LIKES: 2,543 COMMENTS: 106 21,797 LIKES: 6,094 COMMENTS: 191 24,751 LIKES: 1,438 COMMENTS: 49 LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
    • 15. PROPRIETARY
    • 16. PROPRIETARY 3 M ILLION IM PACT TERM S OF REACH
    • 17. 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 LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
    • 18. 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 LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
    • 19. 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: LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED
    • 20. PROPRIETARY Thank s! LINA DE CAMARGO SERRA – ALL RIGHTS RESERVED

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