In 2018, OREO launched an innovative "Idol pickup" campaign in biscuit world to allow consumers to co-create new product with the brand, as well as to build the interaction and emotional connection between consumers and product, to enhance brand's PLAYFUL image and boost sales.

Brief:1)Deliver PLAYFUL brand spirt2)Boost OREO Sales

3)Enhance the interactions between brand and consumers

4)Encourage consumers to voluntarily share and promote the campaign

During this CREATION campaign,OREO,the most playful biscuit in the world, leveraged the surprising flavor combination as the way in, invited consumers to CO-CREATE and VOTE for the new flavor to launch in 2019 through Wechat interative programme. Celebrity, KOLs, and consumers were deeply involved in this Idol pickup show for biscuit world and the top ranking flavor will make a strong debut, to be truly produced in 2019. The campaign has significantly enhanced the consumer stickness and the brand spirit-PLAY WITH OREO has been maxmized.

With the fast booming of idol pick up show in 2018, "Idol Creation" has become the key word of 2018. Fans were immersed and fascinated in voting for their own idols to make them debut. Taking this opportunity, OREO decided to be a game changer and encourage consumers to create and vote for the new OREO flavors. Leveraging celebrity and KOLs in the initial phase as the buzz and topics,wider group of consumers were attected to join, create, and vote through a mini program in WeChat.

At the beginning, we invited "National younger brother" Leo Wu as the campaign initiator, and built a playful WeChat interactive mini-programe to attract consumers to create new flavors. OREO official WEIBO and WECHAT also cooperated with the campaign by launching new flavors born from the hot social topics . KOLs joined to create their own surprising flavors to attract consumers as well. The competition became fierce and a fans battle even happened in the last week before announcing the final winner.In the end, Leo Wu announced Red Bean and Honey flavor had beaten all other candidates and and will be produced as OREO new product in 2019.

It is the first time for consumers to create and vote for the new product for OREO. In this 5 weeks campaign, we have received 10M views to OREO CREATION mini program,1.13 Billion exposures, and 30.7% sales increase.And the winner Red Bean and Honey flavor who had received 7.2M "Like" will be produced as OREO new product in 2019.