Oreo's Launch in Brazil

PROPRIETARY

Oreo´s Launch in Brazil

BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED

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:


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:


PROPRIETARY 4

LOW BUDGE

T

OUR CHALLENGES:


PROPRIETARY

5

So, what did we do?


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:


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

specialBY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED

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


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

:


PROPRIETARY

OREO’S LOVE

AMPLIFIERS


PROPRIETARY PROPRIETARY & CONFIDENTIAL

After a listening, we’ve chosen 50 Oreo’s influent fans to help

us.


PROPRIETARY

12

We’ve made sure to surround all the strategic

group of consumers with

relevant presence on the

web to heard about the news.

MILLENIALSThrough 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

ADVERTISERSOreo 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

AMBASSADORSRelevant people that mentioned the Brand,

they were high value in a activation strategy


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)


PROPRIETARY

184,992

LIKES: 13.403COMMENTS: 247

21,797

LIKES: 2,543COMMENTS: 106

21,797


24,751



PROPRIETARY

PROPRIETARY

3 MIL

LION

IMPACT IN

TERMS O

F REACH


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


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


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:


PROPRIETARY

Than

ks!BY CAROLINA DE CAMARGO SERRA – ALL RIGHTS RESERVED

Marketing

Oreo's Launch in Brazil