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OREO 2014 Emoji Campaign: Play Together With Your Kids

OREO brand Mondelez China
2014-06-04 18:33 3633

HONG KONG, June 4, 2014 /PRNewswire/ -- OREO, cooperated with WeChat, China's biggest mobile platform, launched 2014 Emoji Campaign to help parents to realize childlike happy moments anytime and anywhere. Over 11 weeks alone, 99 millions Emojies had been generated, 10 million were shared with friends and family directly from WeChat. The campaign successfully got 69 online and new media release during 17th April to 23rd April with total impression of 149,891,018. While the whole campaign period reached 1.9 billion impression across leading social networks, including WeChat and Weibo. Totally, it amazingly achieved 1.16MM redemptions, worth US$ 2.2M.

Nowadays, parents are spending increasingly less time with their kids, due to the fast pace of life. As a result, the happy moments between parents and kids have already become a luxury product. In order to encourage parents to strip away all the burdens and experience the real fun with their kids by playing with them, instead of accompanying, OREO launched this Emoji Campaign, bringing people emotionally closer, even physically apart.

The Emoji campaign aimed to increase the interaction between parents and kids by leveraging bonding emoji engagement. Meanwhile, it delivers the message to consumers that is "Play with your kids via emoji, and experience the real fun anytime and anywhere ".

The key strategy of this Emoji campaign is to activate consumer engagement from online to offline by interaction between mobile and creative digital OOH. To realize this strategy thoroughly, OREO established strong alliance with tencent WeChat and creative camera, fully leveraging the dominant social platform in China. Besides, offline event remains another focus, digital OOH were launched in selected hot bus stops in key cities to generate more social buzz, and consumers will receive digital navigation via OREO mobile WeChat to OOH, further integrate the resources from online to offline.

Also, it developed on-pack codes to release new content and drive sales. To further engage with consumers both online and offline, groundbreaking outdoor placements were built for people to use mobile as remote control to display and print Emojies as stickers. Through the campaign period, the craze not only hit social media but also TV shows. It is the whole package of O2O activities that made OREO Emoji campaign a real success and innovation!

Wondering how this amazing campaign develops?
Go get a quick look via the below link, to give you a comprehensive picture of this engaging campaign!

Case video link: http://v.ku6.com/show/aGZmgnqe1n3BOjHfq5N1fA...html

Source: OREO brand Mondelez China
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