The following slides show the activation to launch Oreo cookie in Brazil. This presentation was made by Carolina de Camargo Serra, the social media planner for this project, presented by São Paulo advertisement agency LOV together with NYC agency 360i, Dentsu Group. All rights reserved. Check the videocase: https://vimeo.com/89620797 Password: cremefill All rights reserved.

1. PROPRIETARY
Oreo´s Launch
in Brazil
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2. 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:
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3. 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:
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4. PROPRIETARY 4
LOW
BUDGET
OUR
CHALLENGES:
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5. PROPRIETARY
So, what did we do?
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6. 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:
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7. 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
special

8. 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
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9. 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
:
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10. PROPRIETARY
OREO’S LOVE
AMPLIFIERS
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11. PROPRIETARY
PROPRIETARY & CONFIDENTIAL
After a listening, we’ve chosen 50
Oreo’s influent fans to help us.
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12. PROPRIETARY
We’ve made sure to
surround all the
strategic group of
consumers with
relevant presence
on the web to heard
about the news.
MILLENIALS
Through 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
ADVERTISERS
Oreo 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
AMBASSADORS
Relevant people that
mentioned the Brand, they
were high value in a
activation strategy

13. 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)
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14. PROPRIETARY
184,992
LIKES: 13.403
COMMENTS: 247
21,797
LIKES: 2,543
COMMENTS: 106
21,797
LIKES: 6,094
COMMENTS: 191
24,751
LIKES: 1,438
COMMENTS: 49
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15. PROPRIETARY

16. PROPRIETARY
3
M
ILLION
IM
PACT
TERM
S
OF REACH

17. 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
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18. 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
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19. 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:
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20. PROPRIETARY
Thank
s!
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