Oreo faces increased challenges from competitors’ novel snack and cookie concepts. The brand has to act fast in capitalizing new media and technology trends to connect with young generation consumers.

1. Warm-up period(3/1/18—3/11/18)

1) The official Weibo and WeChat released #Oreo black technology# related copy to arouse consumers’ curiosity

2) Change the product packaging, release information of related activities and introduction of experience process.

2. Campaign launch time(3/12/18—3/25/18)

1) Weibo “hot topics”, OTV and other large exposure media resources launched to attract consumer experience activities;

2) Official weibo and wechat announced the content of the event and branding celebrity, and raises the volume by celebrity who also join the game and win the scores;

3) Celebrity Wang Yuan released post, leading the fans to spread the information of the event and create a large amount of UGC.

3. After Campaign(3/26/18—4/20/18)

1) Official weibo and wechat still keep unlock the games to maintain the volume of the topic;

2) KOLs and media resources are allocated and diverted to maintain the activity.