Racheal Lee
Nov 29, 2013

CASE STUDY: How Oreo redefined its image online in Thailand

Mondelez International launched a digital campaign for Oreo, entitled “Oreo Cream Nan Puk”, to redefine the image of the cookie online.

Background
Even though family is its main target, Oreo aimed to drive interaction and valuable conversations with the teen target group in the digital space.

Aim
Oreo hoped to help youths in creating moments of connection with their friends, whose top priority is spending time with friends and having connections.

Execution
The idea was to define the cookie sandwiches as friends and the cream filling as the symbol of the magical connection between friends. On Facebook, Oreo used Samakhom community ("Samakhom litereally means "gang") of internet influencer Chai Niranarm to deliver its message to the target group.

The key message was “Good friendships enhance the sense of fun and happiness”. Running from July 19 to 30 September, an opening video was unveiled on how Oreo could connect friends with the help of Samakhom. 


 

Users were subsequently led to an application page where they could send messages via personalised videos to their friends and share them on the Samakhom fan page. The brand selected a total of eight weekly winners. Oreo subsequently chose the final winner, and the winner's story was shot to be shared on the social-media platform.

Results
More than 20,000 apps were played after the opening video viral garnered more than 300,000 views. There are almost 70,000 views for the winner’s story.

The Samakhom fan page has a total impression of 627,424, with more than 34,800 engaged users. The fan page currently has more than one million fans.

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