Summer is Oreo’s off season. People tend to eat ice snacks under the heat of summer. Instead of fighting with the human nature, Oreo took a win-win strategy to joined forces with the ice cream.

Oreo opened an online ice cream parlor called “The Taste of Summer.” This cooperation led to the creation of 16 new summer flavors. We leveraged WeChat’s mini program function to establish the online store. Including 16 different menus and 16 tutorial videos to provide consumers with more extravagant ways to eat Oreo. Also the highly engaging DIY poster game led to more UGC by allowing consumers to show their own creativity. We then bought the idea to life with an offline pop-up store. Online-to-offline integration, paired with social media topic marketing, successfully created a cool wave of Oreo consumption to keep the heat of the summer at bay.

?Online applet + offline pop-up store?

Mutual flow, improve viscosity, detonate the whole network

Improve user experience and increase interaction depth

"Oreo Dessert Shop" applet

Iced drink making video

The taste of Oreo Summer is a mysterious opening of Summer Cafe

Oreo X Bilibili

When the virtual tribe becomes a real party,

Oreo makes people more interesting when they are together!

Online-to-offline + social media topic marketing

“Oreo: The Taste of Summer”

A cool wave of Oreo consumption to help beat the summer heat

PGC proliferation

O2O conversion

offline pop-up

mass UGC

social detonation

online mini program store

July 21 #Sweet Secret Pop-up Opening Today#Over 60 million views. The campaign was featured on Weibo’s trending topics list for 3 straight hours.

High-volume, high-quality UGC

Online and offline

Oreo fans created their own sweet treats

Core KOL amplification

Over 2 million Weibo campaign mentions

Over 1 million WeChat campaign mentions

15 Weibo posts with total views of 23.7 million

WeChat advertising reached more than 7.2 million

BW online activation received 11.5 million views

Weibo topic #Sweet Secret Pop-up Opening Today# saw more than 60 million views

Oreo: The Taste of Summer Online Ice Cream Parlor

reached more than 200 million people