Oreo Asia Pitch

TABLE OF CONTENT
• BRIEF
• CHALLENGE
• INSIGHTS
• STRATEGIC PLANNING
• IDEA
• RATIONALE
• CAMPAIGN MECHANICS
• COMMUNICATIONS STRATEGY
• CREATIVE
TABLE OF CONTENT | OREO | 19 JULY 2013

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

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

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.

OREO SEA CAMPAIGNS
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

OREO SEA CAMPAIGNS
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

OREO SEA CAMPAIGNS TAKEAWAYS
• 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.

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

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.

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.

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

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.

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

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

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
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

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

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

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
COMPETITION
•PH: CREAM-O, BINGO, PRESTO
•IN: ROMA KELAPA, TANGO
•TH: GLICO/BISSIN/, TIVOLI
•MY: JULIE’S, MUNCHIES

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 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

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

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

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

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

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

MANIFESTO
CREATIVE | PLAN W | 08 JULY 2013

MANIFESTOS
CREATIVE | OREO | 19 JULY 2013

MANIFESTOS IN FACEBOOK TIMELINE
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.

MANIFESTOS IN FACEBOOK TIMELINE

INTERACTIVE BANNERS VIDEO

INTERACTIVE VIDEO BANNERS
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

Reach the audience while they’re surfing their websites of interest with contextually relevant banner
ads.
STATIC BANNERS

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.

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.

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.

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

FACEBOOK TIMELINE

KIDS RULE FACEBOOK APP

KIDS RULE FACEBOOK APP - CREATE PAGE 1

KIDS RULE FACEBOOK APP - CREATE PAGE 2

KIDS RULE FACEBOOK APP – GALLERY PAGE

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.

KIDS RULE CANDIDATES’ DEBATE (ACTIVATION)
COMMUNITY/CONVERSION | OREO | 19 JULY 2013

KIDS RULE ‘PRESIDENT ELECT’ - PHILIPPINES

KIDS RULE ‘PRIME MINISTER ELECT’ - SINGAPORE

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
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

TWIST-LICK-DUNK MOBILE APP

MOBILE APP

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.

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.

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

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

COMMUNITY MANAGEMENT SCENARIO MAP | UPFRONT | 25 FEBRUARY 2013
COMMUNITY MANAGEMENT SCENARIO MAP
LISTEN ASSESS ENGAGE REPEAT

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
rate
rate
rate
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

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

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

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

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

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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