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Oreo makes a hit with 'besties'

Digital campaign by Interface Communications makes for a fabulous launch for Orange Creme

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Oreo makes a hit with 'besties'

Oreo makes a hit with 'besties'

Digital campaign by Interface Communications makes for a fabulous launch for Orange Creme

Sohini Sen | Mumbai | June 16, 2014

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Oreo's entry into India was marked by huge campaigns on all platforms. When the company decided to extend its product line-up to include Oreo Orange Creme, their target audience - the youth - was already hooked to the original cookie.

Interface Communication designed a digital campaign playing on the combination of orange and chocolate. They reinforced the friendship between the two flavours by narrating tales with the hashtag #OreoBesties.

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Robby Mathew, NCD, Interface Communications, explained, “There's nothing better than users getting involved in driving brand content. That's what Oreo has successfully done time and again. And now with #BestieBond Live, it has taken engagement to a whole new level.”

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The campaign was split into four phases. The first phase used the phenomenon of selfies to bring in new followers. Oreo asked followers to share photos of themselves with their 'besties' doing something wacky. This activity saw a reach of 387,352 on Facebook and generated 243,833 impressions on Twitter.

The second phase of the campaign consisted of a conversation between the chocolate and the orange Oreo cookie. While one part of the conversation was given, fans had to fill up what the reply was. This conversation attracted 103,464 responses on Facebook and 21,064 impressions on Twitter.

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The third phase saw followers finishing a sentence given by the brand: “You're besties when .....” The kind of responses which they received included “You're besties when you finish each other's sentences”, or “You're besties when you share your deepest, darkest secrets.”

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The fourth step took the former phase forward by representing the answers in a visually appealing format. The hashtag #BestieBond became the most spoken about activity for two days. The final phase received around 207 personalised posts created live by Oreo India, 6.9 million impressions and 541 per cent increase in Facebook PTAT (people talking about this).

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The brand managed to become the trending topic on day one itself and extended the campaign on YouTube and display banners.

Credits:

Client: Oreo Orange Creme

Agency: Interface Communications

Creative Team: Ashutosh Joshi, C Sricharan, Rupesh Gor, Priyanka Joshi, Siddhesh Kadam, Asavari Mate, Akshay Naik, Adil Bamanbehram, Mrunal Naik

Digital Servicing Team: Roopesh Shah, Ruchita Purohit, Santosh Ramaswamy, Firdous Kazi

Sohini.Sen@bestmediainfo.com

Info@BestMediaInfo.com

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