TABLE OF CONTENT
• BRIEF
• CHALLENGE
• INSIGHTS
• STRATEGIC PLANNING
• IDEA
• RATIONALE
• CAMPAIGN MECHANICS
• COMMUNICATI...
BRIEF
• Oreo wants to consolidate its Digital communication into ‘one SE Asia’
• Oreo wants cultural icon status
• Move fr...
CHALLENGE
• To develop a harmonized & scaled digital plan, ensuring 365 days of engagement
• A Big Creative Idea
• Underly...
INDUSTRY BACKGROUND
MARKET ANALYSIS | OREO | 19 JULY 2013
Mondelez International ranked 50 on CNN.com list’s of
Fortune 50...
OREO SEA CAMPAIGNS
MARKET ANALYSIS | OREO | 19 JULY 2013
Philippines Hong Kong Singapore
OBJECTIVES 1. Oreo Time is about ...
OREO SEA CAMPAIGNS
MARKET ANALYSIS | OREO | 19 JULY 2013
Philippines Hong Kong Singapore
EXECUTION 1. The Oreo Time websit...
OREO SEA CAMPAIGNS TAKEAWAYS
MARKET ANALYSIS | OREO | 19 JULY 2013
• The campaigns in markets like Philippines are mostly ...
REGIONAL INSIGHTS
• In 2012, biscuits in Taiwan is expected to post a 4% increase in current value, faster than value grow...
REGIONAL INSIGHTS
• As consumers become increasingly health conscious, they are looking for healthier choices of biscuits ...
REGIONAL INSIGHTS
• The degree of loyalty to brands in biscuits has become lower due to the penetration of new brands in t...
INSIGHTS
• Oreo has been transforming itself to reflect the zeitgeist of its times through the Daily
Twist campaign (US)
•...
ADULTS ARE TOO BUSY…
Working for money and living a fast-paced lifestyle. Its easy to forget the innocents and beauty of t...
WHILE CHILDREN ARE BUSY…
Living fun and simple lives!
Getting out of their comfort
zone Seeking out the
symphony in the
ba...
STRATEGIC PLANNING
Brand
OREOS
Brand Essence
FAMILY BONDING.
BRAND EXPERIENCE
SPECIAL FAMILY MOMENTS
SHARED OVER OREOS
CLI...
Brand
STRATEGIC PLANNING - RATIONALE
We believe in the Brand Positioning: ‘Celebrating the kid within’. This strategy has ...
STRATEGIC PLANNING
Brand
OREOS
Brand Essence
RETAIN AUTHENTIC ‘CELEBRATING KID
INSIDE’ STRATEGY.
BRAND EXPERIENCE
MOVE FRO...
INSIGHT
• PEOPLE LIKE OREOS ‘COS IT TAKES THEM
BACK TO THE INNOCENT CHILDHOOD
MOMENTS/DAYS
• E’BODY SECRETLY YEARNS FOR TH...
Brand
DIFFERENCE
• MAIN DIFFERENCE IS THAT NONE OF THE
OTHER COOKIE BRANDS ENGAGE ON A
ZEITGEIST, CULTURAL LEVEL
• THEY AL...
IDEA
Brand
OREOS
Brand Essence
TRANSFORMING THE WORLD
WITH CHILD-LIKE WONDER.
Bra
nd
INSIGHT
• PEOPLE LIKE OREOS ‘COS IT T...
KIDS RULE
IDEA | OREO | 19 JULY 2013
KIDS RULE - EMBLEM
IDEA | OREO | 19 JULY 2013
RATIONALE
Time has come for Oreos to take it up to the next level with Kids Rule. And resolve the
secret yearning everyone...
MECHANICS 1
The campaign will be broken into three phases a) Conversation, b) Co-creation, and c)Community.
And have 3 lay...
OREOS
WHAT
KIDS RULE
HOW
PUSH PULL
Kids Rule, Daily
Twist
& Social etc.
CO-CREATIONCONVERSATION
COMMUNICATION STRATEGY
Man...
COMMUNICATIONS APPROACH
RE-PROGRAM
2
SUSTAIN
4
TRIGGER
3
AWARENESS1
Create buzz around the “Kids Rule” Campaign
Re-program...
COMMUNICATIONS STRATEGY
Facebook App
Mobile App
Social Content Plan
Creative
Banner Ads
Communication Platforms
Display
(D...
COMMUNICATIONS PLAN| OREO | 19 JULY 2013
DIGITAL FRAMEWORK
REGIONAL
PHILIPPINES
INDONESIA
MALAYSIA
SINGAPORE
THAILAND
TAIW...
MANIFESTO
CREATIVE | PLAN W | 08 JULY 2013
MANIFESTOS
CREATIVE | OREO | 19 JULY 2013
MANIFESTOS
CREATIVE | OREO | 19 JULY 2013
MANIFESTOS
CREATIVE | OREO | 19 JULY 2013
MANIFESTOS
CREATIVE | OREO | 19 JULY 2013
MANIFESTOS
CREATIVE | OREO | 19 JULY 2013
MANIFESTOS
CREATIVE | OREO | 19 JULY 2013
MANIFESTOS
CREATIVE | OREO | 19 JULY 2013
MANIFESTOS
CREATIVE | OREO | 19 JULY 2013
MANIFESTOS
CREATIVE | OREO | 19 JULY 2013
MANIFESTOS
CREATIVE | OREO | 19 JULY 2013
MANIFESTOS
CREATIVE | OREO | 19 JULY 2013
MANIFESTOS IN FACEBOOK TIMELINE
CREATIVE | OREO | 19 JULY 2013
Extend the reach and engagement of the Kid Prime Minister M...
MANIFESTOS IN FACEBOOK TIMELINE
CREATIVE | OREO | 19 JULY 2013
MANIFESTOS IN FACEBOOK TIMELINE
CREATIVE | OREO | 19 JULY 2013
MANIFESTOS IN FACEBOOK TIMELINE
CREATIVE | OREO | 19 JULY 2013
INTERACTIVE BANNERS VIDEO
CREATIVE | OREO | 19 JULY 2013
INTERACTIVE VIDEO BANNERS
CREATIVE | OREO | 19 JULY 2013
Another version of the interactive video banner is a game where t...
CREATIVE | OREO | 19 JULY 2013
Reach the audience while they’re surfing their websites of interest with contextually relev...
CREATIVE | OREO | 19 JULY 2013
Reach the audience while they’re surfing their websites of interest with contextually relev...
CREATIVE | OREO | 19 JULY 2013
Reach the audience while they’re surfing their websites of interest with contextually relev...
CREATIVE | OREO | 19 JULY 2013
Reach the audience while they’re surfing their websites of interest with contextually relev...
MANIFESTO
CREATIVE | PLAN W | 08 JULY 2013
COMMUNICATIONS PLAN | OREO | 19 JULY 2013
FACEBOOK
KID PRIME MINISTER
Kids can upload their videos on the Oreo Facebook ap...
COMMUNICATIONS PLAN | OREO | 19 JULY 2013
FACEBOOK
CREATE YOUR OWN MANIFESTO
This Facebook app is for both kids and kids a...
COMMUNICATIONS PLAN | OREO | 19 JULY 2013
FACEBOOK
KID PRIME MINISTER
Voters can share their
chosen video on their
newsfee...
PINTEREST
CREATIVE | OREO | 19 JULY 2013
STRATEGIC FRAMEWORK | OREO | 19 JULY 2013
Insight: Kinds always use their
parents phones. Lets create a
joint child like e...
FACEBOOK TIMELINE
CREATIVE | OREO | 19 JULY 2013
KIDS RULE FACEBOOK APP
CREATIVE | OREO | 19 JULY 2013
KIDS RULE FACEBOOK APP - CREATE PAGE 1
CREATIVE | OREO | 19 JULY 2013
KIDS RULE FACEBOOK APP - CREATE PAGE 2
CREATIVE | OREO | 19 JULY 2013
KIDS RULE FACEBOOK APP – GALLERY PAGE
CREATIVE | OREO | 19 JULY 2013
COMMUNICATIONS PLAN | OREO | 19 JULY 2013
YOUTUBE
Oreo can upload all video
assets to their Youtube
channel to extend reac...
KIDS RULE CANDIDATES’ DEBATE (ACTIVATION)
COMMUNITY/CONVERSION | OREO | 19 JULY 2013
KIDS RULE ‘PRESIDENT ELECT’ - PHILIPPINES
COMMUNITY/CONVERSION | OREO | 19 JULY 2013
KIDS RULE ‘PRIME MINISTER ELECT’ - SINGAPORE
COMMUNITY/CONVERSION | OREO | 19 JULY 2013
DAILY TWIST
OTHERS/DAILY TWIST EXAMPLES | OREO | 19 JULY 2013
DAILY TWIST
OTHERS/DAILY TWIST EXAMPLES | OREO | 19 JULY 2013
DAILY TWIST
OTHERS/DAILY TWIST EXAMPLES | OREO | 19 JULY 2013
DAILY TWIST
OTHERS/DAILY TWIST EXAMPLES | OREO | 19 JULY 2013
DAILY TWIST
OTHERS/DAILY TWIST EXAMPLES | OREO | 19 JULY 2013
DAILY TWIST
OTHERS/DAILY TWIST EXAMPLES | OREO | 19 JULY 2013
DAILY TWIST
OTHERS/DAILY TWIST EXAMPLES | OREO | 19 JULY 2013
TWIST-LICK-DUNK MOBILE APP - RATIONALE
The Twist-lick-dunk App emulates the children’s game of Scissors-paper-stone. Two
p...
TWIST-LICK-DUNK MOBILE APP
OTHERS/INTERACTIVE APP | OREO | 19 JULY 2013
MOBILE APP
OTHERS/INTERACTIVE APP | OREO | 19 JULY 2013
MOBILE APP
OTHERS/INTERACTIVE APP | OREO | 19 JULY 2013
MOBILE APP
OTHERS/INTERACTIVE APP | OREO | 19 JULY 2013
MOBILE APP
OTHERS/INTERACTIVE APP | OREO | 19 JULY 2013
Keyword Philippines Indonesia Taiwan Vietnam Thailand Singapore Malaysia HK
overtime 14,800 4,400 2,900 1,900 3,600 5,400 ...
COMMUNICATIONS PLAN | OREO | 19 JULY 2013
SOCIAL AMPLIFICATION
Use different social networks so
your conversation is alway...
COMMUNICATIONS PLAN | OREO | 19 JULY 2013
TWITTER
DailyTwists
KidPrimeMinister
OreoDailyWins
OreoRecipes
Create buzz and e...
COMMUNICATIONS PLAN | OREO | 19 JULY 2013
INSTAGRAM
Share your own creative Oreo Daily Twists
Encourage consumer participa...
COMMUNITY MANAGEMENT SCENARIO MAP | UPFRONT | 25 FEBRUARY 2013
COMMUNITY MANAGEMENT SCENARIO MAP
LISTEN ASSESS ENGAGE REPE...
CONTENT OPTIMISATION PLAN | UPFRONT | 25 FEBRUARY 2013
CONTENT OPTIMISATION PLAN
SOCIAL
CONTENT
OPTIMISATION
VIDEO
LINKS
I...
CRISIS MANAGEMENT | UPFRONT | 25 FEBRUARY 2013
CRISIS MANAGEMENT
NEGATIVE POST (about company or product)
TROLLS
Inflammat...
EXPECTED RESULTS | OREO | 19 JULY 2013
CONTENT CALENDAR
Idea 2
Idea 3
Idea 4
Daily Twists
UMBRELLA IDEA: KIDS RULE
Dec.Nov...
BUDGET ALLCATION | OREO | 19 JULY 2013
BUDGET ALLOCATION
30%
70%
Regional versus Local
Regional Local
18.51%
20.83%
18.99%...
BUDGET ALLCATION | OREO | 19 JULY 2013
BUDGET ALLOCATION
REG ID TH MY PH HK SG TW Total
PERCENT BUDGET ALLOCATION
BUDGET
A...
EXPECTED RESULTS | OREO | 19 JULY 2013
EXPECTED RESULTS
Markets Platform Impressions Clicks CTR % Landing to Likes # of Li...
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Oreo Asia Pitch

  1. 1. TABLE OF CONTENT • BRIEF • CHALLENGE • INSIGHTS • STRATEGIC PLANNING • IDEA • RATIONALE • CAMPAIGN MECHANICS • COMMUNICATIONS STRATEGY • CREATIVE TABLE OF CONTENT | OREO | 19 JULY 2013
  2. 2. BRIEF • Oreo wants to consolidate its Digital communication into ‘one SE Asia’ • Oreo wants cultural icon status • Move from 360-degree campaigns to 365 days of engagement • Client wants Oreo to embody family bonding moments • Brave and Daring ideas that challenge the client BRIEF | OREO | 19 JULY 2013
  3. 3. CHALLENGE • To develop a harmonized & scaled digital plan, ensuring 365 days of engagement • A Big Creative Idea • Underlying Strategic Plan • Executions CHALLENGE | OREO | 19 JULY 2013
  4. 4. INDUSTRY BACKGROUND MARKET ANALYSIS | OREO | 19 JULY 2013 Mondelez International ranked 50 on CNN.com list’s of Fortune 500 corporations in USA and 2nd when it comes to Food consumer industry next to Pepsi Co. source: http://www.rankingthebrands.com/Brand-detail.aspx?brandID=373 RANK BRAND RANKING 12 The Reputations of the Most Visible Companies 2013 46 The World's Most Powerful Brands by Forbes 2012 Other Top FMCG Corporations who also made it to the rankings.
  5. 5. OREO SEA CAMPAIGNS MARKET ANALYSIS | OREO | 19 JULY 2013 Philippines Hong Kong Singapore OBJECTIVES 1. Oreo Time is about carefree moments of childlike delight with loved ones – seemingly ordinary moments that become extraordinary because they allow parents to be with their kids, as a result, be kids themselves. This was created to make shared moments between parents and their kids more enjoyable and worthwhile 2. “To make moms aware of the Php5.00 Snack Pack, promote the fun habit of ‘Twist, Lick and Dunk’ and show moms how Oreo can create simple yet powerful moments of togetherness.” To Increase Sales by +20% Increase engagement rate with witty and fun social tone. Note: PH / HK / SG were the only campaigns we found beside none SEA
  6. 6. OREO SEA CAMPAIGNS MARKET ANALYSIS | OREO | 19 JULY 2013 Philippines Hong Kong Singapore EXECUTION 1. The Oreo Time website collects “Oreo Time-Ins” nationwide to reach our goal of 1 million “Oreo Time-Ins.” In collecting these “Oreo Time-Ins,” Oreo Philippines hopes to show the world that amid a fast-paced society, it is still possible to slow down, have fun, and be a kid again. 2. Viral online program that engages users by highlighting the value of sharing, therefore building an Oreo community Create awareness and direct consumers to the microsite, increasing the number of site visits and users. Strategies: 1. Consumer Communications • Producing a series of TVC’s and Internet Videos targeting moms in specific, by creating visuals with subject matter that appeals to moms by warming their hearts. • Increasing outdoor brand coverage and presence to reach working moms, and secondary markets, such as working fathers and young adults, as well. • Encourage trial of Oreo products to drive consumption by engaging both with moms and their kids. 2. Shopper Communications via product placements at groceries/ supermarkets Oreo, after the quick thinking around the Super Bowl blackout, has done it again. It took the advantage of the poor air quality in Singapore last June with a tactical photo carrying the line “Breathe sweet, Singapore” which was posted on the global Oreo Facebook fanpage but was only visible to SG IP addresses and has gained Note: PH / HK / SG were the only campaigns we found beside none SEA
  7. 7. OREO SEA CAMPAIGNS TAKEAWAYS MARKET ANALYSIS | OREO | 19 JULY 2013 • The campaigns in markets like Philippines are mostly communicating with the mothers, using them as brand advocates. In Honk Kong, the message has also been focused on mothers, but working fathers have been secondary target audience. • The campaigns reminds that the brand is actually fun and people can share their experience. • In markets like Singapore, Oreo takes every opportunity which highlights and play up the brand’s witty and fun social tone. The brand has been known for its quick responses to events. It has yet again demonstrated this trait via the Kit Kat vs. Oreo challenge by Kit Kat.
  8. 8. REGIONAL INSIGHTS • In 2012, biscuits in Taiwan is expected to post a 4% increase in current value, faster than value growth recorded during 2011. Health awareness and higher disposable incomes in Taiwan enabled consumers to purchase biscuits with higher unit prices and healthy ingredients. Most biscuit categories such as filled biscuits and cookies experienced higher value growth in 2012 compared to 2011 growth. . TAIWAN • I-Mei Foods is set to maintain first place in biscuits in Taiwan during 2012 with a 19% value share. The chief reason why consumers still purchase I-Mei products is that the quality and safety is guaranteed with the company’s positive reputation in the local scene for many years. • The biscuits category witnessed stronger current value growth in 2012 than in 2011, with consumers’ continued interest in biscuits as a snack being a key contributor. HONG KONG • Kraft Foods Hong Kong Ltd retained its leadership in biscuits, despite experiencing a marginal decline in value share during 2012. Competitor posted an increase in value share during 2012, with its product range such as wholegrain biscuits being timely in answering demand from increasingly health-conscious consumers. source: http://www.euromonitor.com MARKET ANALYSIS | OREO | 19 JULY 2013
  9. 9. REGIONAL INSIGHTS • As consumers become increasingly health conscious, they are looking for healthier choices of biscuits such as those that are high in fibre and calcium or low in fat. High-fibre biscuits were especially popular amongst consumers in 2012. . SINGAPORE • Kraft Foods (S) led biscuits with a 35% value share in 2011 and is set to reach a 36% value share in 2012 due to its well- established portfolio of brands including Jacob’s, Oreo and Ritz. • Biscuits in the Philippines continues to compete with chocolate confectionery. Many consumers continue to consume biscuits, usually chocolate-coated biscuits, as a cheaper alternative to chocolate confectionery. PHILIPPINES • The Monde Nissin Corp is the leading biscuits brand manufacturer and is set to post a 34% value share in 2012, thanks to its wide product portfolio, popularity of its brands and continuous large investment on marketing and product innovation. The company had numerous multimedia advertisements in 2012 with about seven different television commercials promoting its various brands. source: http://www.euromonitor.com MARKET ANALYSIS | OREO | 19 JULY 2013
  10. 10. REGIONAL INSIGHTS • The degree of loyalty to brands in biscuits has become lower due to the penetration of new brands in the market and it is imperative for existing brands to thrust their brands into the spotlight to keep reminding their consumer base of their presence and of why they liked them. THAILAND • URC (Thailand) is expected to maintain its leadership in biscuits, with a 27% value share in 2012. The strong footprint of URC (Thailand) is attributed to its constellation of brands in sandwich biscuits, namely Jack ‘n’ Jill Cream-O, Drewberry and Magic; the leader in this category is Jack ‘n’ Jill Fun O. • Consumers in Malaysia are gradually pursuing a hectic lifestyle and encountering time constraints during their daily life and it helped to boost demand for healthy biscuits such as cereal-based biscuits and wholegrain high-fibre biscuits. MALAYSIA • Kraft Foods (M) Sdn Bhd led biscuits in 2011 and 2012 with a 20% value share of total retail sales. The strong value share achieved by the company was mainly bolstered by several major brands such as Jacob’s, Chipsmore and Oreo. source: http://www.euromonitor.com MARKET ANALYSIS | OREO | 19 JULY 2013
  11. 11. INSIGHTS • Oreo has been transforming itself to reflect the zeitgeist of its times through the Daily Twist campaign (US) • Looking at the world with, sometimes cheeky, child-like wonder, ‘celebrating the kid inside’ • Time for Oreo to transform the world, make it less boring and more awesome, by helping it get in touch ‘with the kid inside’ INSIGHTS | OREO | 19 JULY 2013
  12. 12. ADULTS ARE TOO BUSY… Working for money and living a fast-paced lifestyle. Its easy to forget the innocents and beauty of the world around us. INSIGHTS | OREO | 19 JULY 2013
  13. 13. WHILE CHILDREN ARE BUSY… Living fun and simple lives! Getting out of their comfort zone Seeking out the symphony in the background noise Enjoying the moments and not rushing into things Smiling and laughing a lot Getting dirty; experiencing life hands on Getting lost in their make- believe world for hours INSIGHTS | OREO | 19 JULY 2013
  14. 14. STRATEGIC PLANNING Brand OREOS Brand Essence FAMILY BONDING. BRAND EXPERIENCE SPECIAL FAMILY MOMENTS SHARED OVER OREOS CLIENT ROUTE Brand OREOS Brand Essence RETAIN AUTHENTIC ‘CELEBRATING KID INSIDE’ STRATEGY. BRAND EXPERIENCE MOVE FROM TRANSFORMING OREOS, WITH CHILD-LIKE WONDER, TO TRANSFORMING THE WORLD UPFRONT ROUTE STRATEGIC PLANNING | OREO | 19 JULY 2013
  15. 15. Brand STRATEGIC PLANNING - RATIONALE We believe in the Brand Positioning: ‘Celebrating the kid within’. This strategy has raised the brand to a cultural icon status in the US, and should do the same in SEA. We think ‘Family bonding’ over Oreos as a strategy is inauthentic and untrue . Therefore, consumers will never buy into it. This is also the area that the competition plays in so its inauthentic and cluttered. Lets change the conversation If we approached ‘family bonding’ through the lens of ‘Celebrating the kid within’, it becomes a powerful message. For instance, Kids want work weeks to be shorter, so dad can spend more time playing with them. At the same time we need to reinvigorate parents view of the world But the main plank must be ‘Celebrating the kid’ within. Our strategy takes this a step further. All along Oreos has been transforming its cookies in its ads to mirror the zeitgeist of the world with child-like wonder. Now, we will take it up a notch by transforming the world with child-like wonder, and a mouth smeared with brown cookie crumbs and a milk moustache. STRATEGIC PLANNING | OREO | 19 JULY 2013
  16. 16. STRATEGIC PLANNING Brand OREOS Brand Essence RETAIN AUTHENTIC ‘CELEBRATING KID INSIDE’ STRATEGY. BRAND EXPERIENCE MOVE FROM TRANSFORMING OREOS, WITH CHILD-LIKE WONDER, TO TRANSFORMING THE WORLD UPFRONT ROUTE STRATEGIC PLANNING | OREO | 19 JULY 2013
  17. 17. INSIGHT • PEOPLE LIKE OREOS ‘COS IT TAKES THEM BACK TO THE INNOCENT CHILDHOOD MOMENTS/DAYS • E’BODY SECRETLY YEARNS FOR THOSE HAPPY CAREFREE CHILDHOOD DAYS • E’BODY YEARNS FOR A SIMPLER, FUNNER, CHILD-LIKE WORLD TARGET AUDIENCE • PRIMARY: MOTHERS • SECONDARY: KIDS • TERTIARY: ‘GROWN-UP KIDS STRATEGIC PLANNING STRATEGIC PLANNING | OREO | 19 JULY 2013
  18. 18. Brand DIFFERENCE • MAIN DIFFERENCE IS THAT NONE OF THE OTHER COOKIE BRANDS ENGAGE ON A ZEITGEIST, CULTURAL LEVEL • THEY ALL TALK ABOUT FAMILY BONDING • OREOS OWNS ZEITGEIST • NOW, IT SHOULD CREATE THE ZEITGEIST COMPETITION • PH: CREAM-O/BINGO/PRESTO • IN: ROMA KELAPA/TANGO • TH: GLICO/BISSIN/ TIVOLI • MY: JULIE’S/MUNCHIES STRATEGIC PLANNING STRATEGIC PLANNING | OREO | 19 JULY 2013
  19. 19. IDEA Brand OREOS Brand Essence TRANSFORMING THE WORLD WITH CHILD-LIKE WONDER. Bra nd INSIGHT • PEOPLE LIKE OREOS ‘COS IT TAKES THEM BACK TO THE INNOCENT DAYS • E’BODY SECRETLY YEARNS FOR THOSE CAREFREE CHILDHOOD DAYS TARGET AUDIENCE • PRIMARY: MOTHERS • SECONDARY: KIDS • TERTIARY: ‘GROWN- UP KIDS IDEA KIDS RULE. DIFFERENCE • NONE OF THE OTHER COOKIE BRANDS ENGAGE ON A ZEITGEIST, CULTURAL LEVEL • THEY ALL TALK ABOUT FAMILY BONDING • OREOS OWNS ZEITGEIST • NOW, IT SHOULD CREATE THE ZEITGEIST STRATEGIC PLANNING STRATEGIC PLANNING | OREO | 19 JULY 2013 COMPETITION •PH: CREAM-O, BINGO, PRESTO •IN: ROMA KELAPA, TANGO •TH: GLICO/BISSIN/, TIVOLI •MY: JULIE’S, MUNCHIES
  20. 20. KIDS RULE IDEA | OREO | 19 JULY 2013
  21. 21. KIDS RULE - EMBLEM IDEA | OREO | 19 JULY 2013
  22. 22. RATIONALE Time has come for Oreos to take it up to the next level with Kids Rule. And resolve the secret yearning everyone has for carefree childhood days. Oreos has been transforming its cookies in its ads to mirror the zeitgeist of the world with child-like wonder. Now, Oreos will create the zeitgeist (transforming the world) with the same child-like awesomeness. Kids Rule will keep getting refreshed every 6 months for freshness and growth. RATIONALE | OREO | 19 JULY 2013
  23. 23. MECHANICS 1 The campaign will be broken into three phases a) Conversation, b) Co-creation, and c)Community. And have 3 layers a) Kids Rule, b) Daily Twist, and c) Other Interactions: 1. CONVERSATION We will start the Kids Rule conversation, using the Social channels like FB, Pinterest, Twitter. But we will seed the campaign through the Schools in an informal way. We will give the kids in each school a special login to upload their manifesto. 2. CO-CREATION We will get Southeast Asian school children to scamp out and upload their manifesto through our Facebook App and Mobile App. The sketching template will include a cookie, cream, kids rule emblem and line. The App will allow kids & parents to vote for the best manifesto. We will also create a ‘Twist-Lick-Dunk’ App. 3. COMMUNITY We will invite top 50 best manifestos in each country for a national candidates debate. Then there will be another round of voting thru the social channels after the video content is uploaded. Top 2 will contend for: Kids Rule PM/President. CAMPAIGN MECHANICS | OREO | 19 JULY 2013
  24. 24. OREOS WHAT KIDS RULE HOW PUSH PULL Kids Rule, Daily Twist & Social etc. CO-CREATIONCONVERSATION COMMUNICATION STRATEGY Manifestos, Daily Twist Ads & Apps, Creative Media etc. COMMUNITY/CONVERSION COMMUNICATIOS STRATEGY | OREO | 19 JULY 2013
  25. 25. COMMUNICATIONS APPROACH RE-PROGRAM 2 SUSTAIN 4 TRIGGER 3 AWARENESS1 Create buzz around the “Kids Rule” Campaign Re-program the minds of the adults by making them realize that they’re sacrificing their time that is supposedly meant for family to working, worrying and procrastinating. Create venues for the target audience to experience the kid within and encourage participation. Sustain communication for 365 days by continuously playing on the “Kids Rule” idea and implementing tactical efforts to make Oreo a part of their daily routine. Employ daily twist for SEA COMMUNICATIOS STRATEGY | OREO | 19 JULY 2013
  26. 26. COMMUNICATIONS STRATEGY Facebook App Mobile App Social Content Plan Creative Banner Ads Communication Platforms Display (Desktop & Mobile) Mobile Social Search (Desktop & Mobile) Facebook Twitter Youtube Pinterest Instagram Awareness Re-program Sustain Trigger Communication Tasks Kids Adults COMMUNICATIOS STRATEGY | OREO | 19 JULY 2013
  27. 27. COMMUNICATIONS PLAN| OREO | 19 JULY 2013 DIGITAL FRAMEWORK REGIONAL PHILIPPINES INDONESIA MALAYSIA SINGAPORE THAILAND TAIWAN HONG KONG Display Social Media Mobile SEM *Sample sites cover MF adults and kids *Covers display banners within apps and relevant sites
  28. 28. MANIFESTO CREATIVE | PLAN W | 08 JULY 2013
  29. 29. MANIFESTOS CREATIVE | OREO | 19 JULY 2013
  30. 30. MANIFESTOS CREATIVE | OREO | 19 JULY 2013
  31. 31. MANIFESTOS CREATIVE | OREO | 19 JULY 2013
  32. 32. MANIFESTOS CREATIVE | OREO | 19 JULY 2013
  33. 33. MANIFESTOS CREATIVE | OREO | 19 JULY 2013
  34. 34. MANIFESTOS CREATIVE | OREO | 19 JULY 2013
  35. 35. MANIFESTOS CREATIVE | OREO | 19 JULY 2013
  36. 36. MANIFESTOS CREATIVE | OREO | 19 JULY 2013
  37. 37. MANIFESTOS CREATIVE | OREO | 19 JULY 2013
  38. 38. MANIFESTOS CREATIVE | OREO | 19 JULY 2013
  39. 39. MANIFESTOS CREATIVE | OREO | 19 JULY 2013
  40. 40. MANIFESTOS IN FACEBOOK TIMELINE CREATIVE | OREO | 19 JULY 2013 Extend the reach and engagement of the Kid Prime Minister Manifestos from the Facebook app to the Facebook page where more people can see them. This will further encourage interaction via likes and comments.
  41. 41. MANIFESTOS IN FACEBOOK TIMELINE CREATIVE | OREO | 19 JULY 2013
  42. 42. MANIFESTOS IN FACEBOOK TIMELINE CREATIVE | OREO | 19 JULY 2013
  43. 43. MANIFESTOS IN FACEBOOK TIMELINE CREATIVE | OREO | 19 JULY 2013
  44. 44. INTERACTIVE BANNERS VIDEO CREATIVE | OREO | 19 JULY 2013
  45. 45. INTERACTIVE VIDEO BANNERS CREATIVE | OREO | 19 JULY 2013 Another version of the interactive video banner is a game where the users are asked to stuff the pockets of the kids with Oreo cookies within the time limit. They can share their scores on Facebook / Twitter to challenge their friends. They definitely bring out the kid in themselves
  46. 46. CREATIVE | OREO | 19 JULY 2013 Reach the audience while they’re surfing their websites of interest with contextually relevant banner ads. STATIC BANNERS
  47. 47. CREATIVE | OREO | 19 JULY 2013 Reach the audience while they’re surfing their websites of interest with contextually relevant banner ads. STATIC BANNERS
  48. 48. CREATIVE | OREO | 19 JULY 2013 Reach the audience while they’re surfing their websites of interest with contextually relevant banner ads. STATIC BANNERS
  49. 49. CREATIVE | OREO | 19 JULY 2013 Reach the audience while they’re surfing their websites of interest with contextually relevant banner ads. STATIC BANNERS
  50. 50. MANIFESTO CREATIVE | PLAN W | 08 JULY 2013
  51. 51. COMMUNICATIONS PLAN | OREO | 19 JULY 2013 FACEBOOK KID PRIME MINISTER Kids can upload their videos on the Oreo Facebook app giving speech on what they will do if they’re elected as president. People can vote. Kid’s video with the most number of likes will get to compete in the final rounds.
  52. 52. COMMUNICATIONS PLAN | OREO | 19 JULY 2013 FACEBOOK CREATE YOUR OWN MANIFESTO This Facebook app is for both kids and kids at heart to enjoy! They will be asked to design their own manifesto using the Oreo cookie and the Oreo tools: cookie, cream, crumbs, cutter, pen and eraser. The app will ask them to upload their creative manifesto so people can see and like. They can also share it on their Facebook walls for their friends to see.
  53. 53. COMMUNICATIONS PLAN | OREO | 19 JULY 2013 FACEBOOK KID PRIME MINISTER Voters can share their chosen video on their newsfeed for others to see or to encourage their friends to vote as well.
  54. 54. PINTEREST CREATIVE | OREO | 19 JULY 2013
  55. 55. STRATEGIC FRAMEWORK | OREO | 19 JULY 2013 Insight: Kinds always use their parents phones. Lets create a joint child like experience: Users can create their own manifestos using the Oreo cookie. After which they can share their Oreo cookie creation on Facebook for others to see and comment on. KIDS RULE MOBILE APP
  56. 56. FACEBOOK TIMELINE CREATIVE | OREO | 19 JULY 2013
  57. 57. KIDS RULE FACEBOOK APP CREATIVE | OREO | 19 JULY 2013
  58. 58. KIDS RULE FACEBOOK APP - CREATE PAGE 1 CREATIVE | OREO | 19 JULY 2013
  59. 59. KIDS RULE FACEBOOK APP - CREATE PAGE 2 CREATIVE | OREO | 19 JULY 2013
  60. 60. KIDS RULE FACEBOOK APP – GALLERY PAGE CREATIVE | OREO | 19 JULY 2013
  61. 61. COMMUNICATIONS PLAN | OREO | 19 JULY 2013 YOUTUBE Oreo can upload all video assets to their Youtube channel to extend reach beyond the Facebook app. These video URLs can further be shared on across other social channels like Twitter & Instagram.
  62. 62. KIDS RULE CANDIDATES’ DEBATE (ACTIVATION) COMMUNITY/CONVERSION | OREO | 19 JULY 2013
  63. 63. KIDS RULE ‘PRESIDENT ELECT’ - PHILIPPINES COMMUNITY/CONVERSION | OREO | 19 JULY 2013
  64. 64. KIDS RULE ‘PRIME MINISTER ELECT’ - SINGAPORE COMMUNITY/CONVERSION | OREO | 19 JULY 2013
  65. 65. DAILY TWIST OTHERS/DAILY TWIST EXAMPLES | OREO | 19 JULY 2013
  66. 66. DAILY TWIST OTHERS/DAILY TWIST EXAMPLES | OREO | 19 JULY 2013
  67. 67. DAILY TWIST OTHERS/DAILY TWIST EXAMPLES | OREO | 19 JULY 2013
  68. 68. DAILY TWIST OTHERS/DAILY TWIST EXAMPLES | OREO | 19 JULY 2013
  69. 69. DAILY TWIST OTHERS/DAILY TWIST EXAMPLES | OREO | 19 JULY 2013
  70. 70. DAILY TWIST OTHERS/DAILY TWIST EXAMPLES | OREO | 19 JULY 2013
  71. 71. DAILY TWIST OTHERS/DAILY TWIST EXAMPLES | OREO | 19 JULY 2013
  72. 72. TWIST-LICK-DUNK MOBILE APP - RATIONALE The Twist-lick-dunk App emulates the children’s game of Scissors-paper-stone. Two people have to bump their mobile phones against each other, uttering what the other has on the phone. Should they both get it right, for e.g. two licks, then they get 10 cents off. Should they get all three right, they get 30 cents off on a coupon, which they can redeem at any store for a pack of discounted Oreos. OTHERS/INTERACTIVE APP | OREO | 19 JULY 2013
  73. 73. TWIST-LICK-DUNK MOBILE APP OTHERS/INTERACTIVE APP | OREO | 19 JULY 2013
  74. 74. MOBILE APP OTHERS/INTERACTIVE APP | OREO | 19 JULY 2013
  75. 75. MOBILE APP OTHERS/INTERACTIVE APP | OREO | 19 JULY 2013
  76. 76. MOBILE APP OTHERS/INTERACTIVE APP | OREO | 19 JULY 2013
  77. 77. MOBILE APP OTHERS/INTERACTIVE APP | OREO | 19 JULY 2013
  78. 78. Keyword Philippines Indonesia Taiwan Vietnam Thailand Singapore Malaysia HK overtime 14,800 4,400 2,900 1,900 3,600 5,400 12,100 2,400 homework 12,100 8,100 6,600 8,100 27,100 8,100 27,100 6,600 sunday school 12,100 4,400 480 170 720 2,900 4,400 720 tutor 49,500 74,000 22,200 18,100 201,000 60,500 90,500 27,100 family 1,000,000 550,000 110,000 823,000 450,000 368,000 450,000 135,000 facebook 30,400,000 55,600,000 13,600,000 55,600,000 83,100,000 5,000,000 45,500,000 2,240,000 MONTHLY SEARCH TOP SEARCH KEYWORDS Instead of buying keywords directly related to Oreo (which people don’t usually search for), we will buy the keywords relating to the ‘Kids Rule’ Manifestos and make the SEM ad copy relevant and witty.
  79. 79. COMMUNICATIONS PLAN | OREO | 19 JULY 2013 SOCIAL AMPLIFICATION Use different social networks so your conversation is always on SOURCE: BUDDY MEDIA 2012 YOUTUBE PINTEREST INSTAGRAM TWITTER OREO COUNTRY FACEBOOK PAGES PUSHcontenttoothersocialmediaplatforms PULLtraffictotheOreoCountryFBPages While Tweets during busy hours receive significantly more engagement, Facebook posts show the inverse results — posts during non-busy hours receive 17% more engagement on Facebook than those posted during busy hours.
  80. 80. COMMUNICATIONS PLAN | OREO | 19 JULY 2013 TWITTER DailyTwists KidPrimeMinister OreoDailyWins OreoRecipes Create buzz and encourage participation by creating creative and timely content leveraging on hashtags that could go viral. Life’s Daily wins call for an Oreo treat Release the kid inside by celebrating life’s little victories by rewarding ourselves with a simple Oreo treat. New haircut? Go grab your Oreo! Left the office at exactly 6pm? You deserve some Oreo! 3oclockOreoHabit
  81. 81. COMMUNICATIONS PLAN | OREO | 19 JULY 2013 INSTAGRAM Share your own creative Oreo Daily Twists Encourage consumer participation by inspiring them to create their own Oreo Daily Twists using actual Oreo cookies. Ask them to take a photo of it and share on Instagram with #MyOreoDailyTwist
  82. 82. COMMUNITY MANAGEMENT SCENARIO MAP | UPFRONT | 25 FEBRUARY 2013 COMMUNITY MANAGEMENT SCENARIO MAP LISTEN ASSESS ENGAGE REPEAT
  83. 83. CONTENT OPTIMISATION PLAN | UPFRONT | 25 FEBRUARY 2013 CONTENT OPTIMISATION PLAN SOCIAL CONTENT OPTIMISATION VIDEO LINKS IMAGES STATUS DOCUMENTS CONTENT CATEGORY Identifying opportunities to enhance existing assets based on tone of voice, engagement rate, response rate EVALUATE C.O.P. Content Optimisation Plan MONITOR OPP.#1 New Video Needed OPP.#2 Modify Existing Video Identifying opportunities to enhance existing assets based on tone of voice, engagement rate, response rate Identifying opportunities to enhance existing assets based on tone of voice, engagement rate, response rate Identifying opportunities to enhance existing assets based on tone of voice, engagement rate, response rate Identifying opportunities to enhance existing assets based on tone of voice, engagement rate, response rate OPP.#1 New Link Needed OPP.#2 Modify Existing Link OPP.#1 New Image Needed OPP.#2 Modify Existing Image OPP.#1 Engage with a specific message OPP.#2 Modify Delivery Type OPP.#1 New Document Needed OPP.#2 Modify Existing Document Monitor Feedback- Track & Adjust Monitor Feedback- Track & Adjust Monitor Feedback- Track & Adjust Monitor Feedback- Track & Adjust Monitor Feedback- Track & Adjust
  84. 84. CRISIS MANAGEMENT | UPFRONT | 25 FEBRUARY 2013 CRISIS MANAGEMENT NEGATIVE POST (about company or product) TROLLS Inflammatory / extraneous / off-topic / ridicule / degrading NO YES MONITOR Avoid responding to these posts, Just monitor for relevant information & comments. Inform SM & PR Managers CORRECTION Fix the facts and respond with factual information. Rule of 3: Never send a 3rd reply, take it offline. RESTORATION Acknowledge the problem & offer offline discussion and available contact information. RAGER Rant / rage / harmful joke / satirical ERRONEOUS Wrong / misguided facts NO UNHAPPY USER Resulting from a negative experience NO YES YES RESPONSE CONSIDERATIONS INFLUENCE Reinforce position through referencing posts from key influencers. TONE Keep it personal, conversational and make positive statements. TIMELINESS Take time to create good responses within 48 hours. SOURCING Cite your sources by including links, images, videos or other references
  85. 85. EXPECTED RESULTS | OREO | 19 JULY 2013 CONTENT CALENDAR Idea 2 Idea 3 Idea 4 Daily Twists UMBRELLA IDEA: KIDS RULE Dec.Nov.Oct.Sept. Aug.JulyJuneMayAprilMarchFeb.Jan. Kid Prime Minister / President
  86. 86. BUDGET ALLCATION | OREO | 19 JULY 2013 BUDGET ALLOCATION 30% 70% Regional versus Local Regional Local 18.51% 20.83% 18.99% 22.44% 19.23% Local Markets Indonesia Thailand Malaysia Philippines HST
  87. 87. BUDGET ALLCATION | OREO | 19 JULY 2013 BUDGET ALLOCATION REG ID TH MY PH HK SG TW Total PERCENT BUDGET ALLOCATION BUDGET ALLOCATION 30% 13% 15% 13% 16% 1% 7% 5% 100% DISPLAY 50% 45% 30% 40% 50% 40% 50% 50% 45% MOBILE 10% 10% 20% 20% 10% 30% 20% 20% 14% SEARCH 20% 25% 30% 20% 20% 10% 10% 10% 21% SOCIAL 20% 20% 20% 20% 20% 20% 20% 20% 20% DOLLAR BUDGET ALLOCATION BUDGET ALLOCATION 600,000 259,134.62 291.666.67 265,865.38 314,102.56 29,840.30 133,535.33 105,855.14 2,000,000 DISPLAY 300,000 116,610.58 87,500 106,346.15 157,051.28 11,936.12 66,767.67 52,927.57 899,139 MOBILE 60,000 25,913.46 58,333.33 53,173.08 31,410.26 8,952.09 26,707.07 21,171.03 285,660 SEARCH 120,000 64,783.65 87,500 53,173.08 62,820.51 2,984.03 13,353.53 10,585.51 415,200 SOCIAL 120,000 51,826.92 58,333,33 53,173.08 62,820.51 5,968.06 26,707.07 21,171.03 400,000
  88. 88. EXPECTED RESULTS | OREO | 19 JULY 2013 EXPECTED RESULTS Markets Platform Impressions Clicks CTR % Landing to Likes # of Likes CPM CPC CPA Cost Regional Display 7,978,723 31,915 0.40% 10% 3,191 0.0376 9.4 94 300,000.00 Mobile 19,230,769 200,000 1.04% 8% 16,000 0.0031 0.3 3.75 60,000.00 Search 3,395,586 129,032 3.80% 12% 15,484 0.0353 0.93 7.75 120,000.00 Social 44,444,444 8,889 0.02% 15% 1,333 0.0027 13.5 90 120,000.00 Indonesia Display 3,275,578 13,102 0.40% 10% 1,310 0.0356 8.9 89 116,610.58 Mobile 12,458,395 129,567 1.04% 8% 10,365 0.0021 0.2 2.5 25,913.46 Search 2,214,069 84,135 3.80% 12% 10,096 0.0293 0.77 6.4167 64,783.65 Social 20,087,955 4,018 0.02% 15% 603 0.0026 12.9 86 51,826.92 Thailand Display 2,403,846 9,615 0.40% 10% 962 0.0364 9.1 91 87,500.00 Mobile 28,044,872 291,667 1.04% 8% 23,333 0.0021 0.2 2.5 58,333.33 Search 2,990,431 113,636 3.80% 12% 13,636 0.0293 0.77 6.4167 87,500.00 Social 22,264,631 4,453 0.02% 15% 668 0.0026 13.1 87.333 58,333.33 Malaysia Display 2,769,431 11,078 0.40% 10% 1,108 0.0384 9.6 96 106,346.15 Mobile 14,607,988 151,923 1.04% 8% 12,154 0.0036 0.35 4.375 53,173.08 Search 1,608,381 61,118 3.80% 12% 7,334 0.0331 0.87 7.25 53,173.08 Social 18,462,871 3,693 0.02% 15% 554 0.0029 14.40 96 53,173.08 Philippines Display 4,132,928 16,532 0.40% 10% 1,653 0.038 9.5 95 157,051.28 Mobile 20,134,780 209,402 1.04% 8% 16,752 0.0016 0.15 1.875 31,410.26 Search 1,900,197 72,207 3.80% 12% 8,665 0.0331 0.87 7.25 62,820.51 Social 20,664,642 4,133 0.02% 15% 620 0.003 15.2 101.33 62,820.51 Hong Kong Display 331,559 1,326 0.40% 10% 133 0.036 9 90 11,936.12 Mobile 5,738,519 59,681 1.04% 8% 4,774 0.0016 0.15 1.875 8,952.09 Search 84,438 3,209 3.80% 12% 385 0.0353 0.93 7.75 2,984.03 Social 2,246,044 449 0.02% 15% 67 0.0027 13.29 88.571 5,968.06 Singapore Display 1,738,741 6,955 0.40% 10% 695 0.0384 9.6 96 66,767.67 Mobile 8,559,957 89,024 1.04% 8% 7,122 0.0031 0.3 3.75 26,707.07 Search 605,877 23,023 3.80% 12% 2,763 0.022 0.58 4.8333 13,353.53 Social 9,273,286 1,855 0.02% 15% 278 0.0029 14.40 96 26,707.07 Taiwan Display 1,470,210 5,881 0.40% 10% 588 0.036 9 90 52,927.57 Mobile 6,785,586 70,570 1.04% 8% 5,646 0.0031 0.3 3.75 21,171.03 Search 327,725 12,454 3.80% 12% 1,494 0.0323 0.85 7.0833 10,585.51 Social 7,967,593 1,594 0.02% 15% 239 0.0027 13.29 88.571 21,171.03 TOTAL 298,200,053 1,826,134 0.61% 4% 170,007 0.007 1.095 11.76 2,000,000
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