2. DECEMBER 13TH 2013
Welcome to the Oreo Double Stuff Lick For It Playbook.
This document will take you through the first European campaign to
introduce the Oreo Lick Race to digitally native teenagers in 2014.
Social media, word of mouth and audience participation are key to integrating the Lick
Race into the ritualistic behaviour of teens, and this playbook will take you
through the campaign. It will illustrate the assets available and the
role your community managers will play to make this a success.
2INTRODUCTION
WELCOME
PLEASE NOTE: Lick For It is an evolving concept and any art styles and communications included in this book are subject to change.
3. HOW TO USE THIS PLAYBOOK
The contents of this playbook are designed to give clear visual and strategic direction for all
activity associated with the Lick For It campaign. All contents are to be used by
Mondelez International or any partnering agencies.
Please note, any/all creative is subject to change based on any timing or creative amendments.
CAMPAIGN DEFINITIONS:
Core Elements are parts of the campaign vital to its success.
Support Elements are optional additions to the campaign that will aid its success
3INTRODUCTION
INSTRUCTIONS
4. 4CONTENTS
RULES AND REGULATIONS
PUBLICITY
User names may appear in marketing or dynamic elements throughout the campaign. It’s
only right that fans should get fair warning within any existing page terms or
information points. Pending validation from Mondelez legal teams.
COMPLIANCE
As CRM/Database growth isn’t currently a focus for this campaign, no user data is required
to participate. Pending validation from Mondelez legal teams, no further terms or rules links
need to be included. Therefore no additional ‘terms’ or ‘rules’ should be required.
INTELLECTUAL PROPERTY
This campaign may involve direct mentions of celebrities, third party works and potentially
other companies. Case-by-case risk assessments are recommended on the client side,
however due to the campaign’s dependency on getting out there, review windows may
be shorter than usual.
5. 5CONTENTS
2 Welcome
6 Objectives
9 Our Audience
14 Campaign Overview
19 Argument Farming: Guide & Process
26 Site: Core Experience
41 Site: Support Experience
45 Campaign: Core Elements
49 Site: Support Elements
57 Connections Map
60 Campaign Visual Identity
71 Roll-out Plan
76 Adaption & Implementation
TABLE OF CONTENTS
6. BUSINESS OBJECTIVE
Reposition Oreo Double Stuff from the core Oreo audience to the teen market across Europe.
ROLE OF DIGITAL & LICK FOR IT CAMPAIGN
Engage, excite and inform our new teenage audience through a highly interactive social activity.
6OREO DOUBLE STUFF
BUSINESS OBJECTIVE
7. 7OREO DOUBLE STUFF
CAMPAIGN OBJECTIVES
Increase awareness of the Double
Stuff brand and campaign.
Recruit new audience members
across Oreo’s digital platforms.
Develop and nurture on going
#lickforit battles and fan
conversations.
Drive indirect conversation around
Double Stuff product.
Grow and retain active community
of teen consumers.
SHORTTERMLONGTERM
Increased ADVOCACY
Increased CONSIDERATION
Increased ENGAGEMENT
Increased ACQUISTION
Increased REACH
11. 11OREO DOUBLE STUFF
TARGET AUDIENCE
FRIENDS ARE EVERYTHING
They spend a huge amount of time with their peers and
building a social circle –real and virtual – that goes
beyond school.
LOOKING COOL IS CRUCIAL
Image and external appearance become really
important and becomes shorthand for who they
are. Social media plays a key role in this as they feel
they can have more control on the image they portray.
INTENSE EMOTIONS AND FEELINGS
ARE THE NORM
They experiment with high intensity behaviours and
like intense emotions, adrenaline, and excitement.
Boys have a thing for intense disgust.
RISKS GIVE GREAT REWARDS
They tend to take more risks because they find
rewards more rewarding than adults do (not
because they are less risk adverse). The reward
centre of a teen’s brain is more active than those of
either children or adults. Think about the
incomparable intensity of first love, the glory of
the high-school championship.
PARENTS ARE NOT COOL ANYMORE
They create a distance away from their parents.
Hanging out with and making them happy is not at
the top of their list anymore.
CELEBRITIES DICTATE
They’re highly influenced by the celebrity of the
moment. They want to be/look like them. But they
are fickle and jump easily from one celebrity to
another.
12. Oreo in the US have been
around for 100 years and
are the number one selling
biscuit. In Europe people
know Oreo but their
relationship with the
brand and the product is
not as mature.
People think they are
for younger kids and
not teens - so far Oreo
have just targeted the
core younger audience.
Teenagers are a tough
audience to engage with,
they are fickle and
increasingly resistant to
brands preaching to them.
12OREO DOUBLE STUFF
HOW TEENS SEE OREO
MARKET
LEVEL
PRODUCT
LEVEL
AUDIENCE
LEVEL
13. Despite a successful launch five years ago, spontaneous brand awareness for Oreo in
Europe is still low due to competition from more established local/traditional
biscuit brands. This is especially true for Oreo Double Stuff, which – although a firm
favourite with kids – is seen as an unnecessary expense by parents.
Introducing Europeans to the traditions and rituals around Oreo Double Stuff will help
build recall and positive reinforcement towards the Oreo brand. To this end, we
have put the Oreo Double Stuff Lick Race at the heart of the campaign to give it a
boost of playful energy and imaginative fun.
13OREO DOUBLE STUFF
BACKGROUND TO THE CAMPAIGN
14. Denmark France Greece Norway Portugal Spain UK
Demograp
hics
% of Fans
13-17
51% 45% 30% 62% 26% 25% 50%
% Female 61% 62% 66% 58% 61% 66% 58%
% Male 39% 38% 34% 42% 39% 34% 42%
Access
Point
Computer 28% 51% 64% 29% 70% 44% 7%
Tablet 4% 18% 1% 4% 2% 1% 18%
Mobile 50% 18% 20% 45% 19% 46% 51%
Other 18% 13% 15% 22% 9% 9% 24%
INITIAL INSIGHTS
• Greece, Portugal and Spain have the most opportunity for growth of target audience.
• Denmark, Norway and UK will likely yield the most arguments (initially) due to larger number of 13-17 audience members.
• Surprising affinity to accessing through Desktop.
Source: Oreo Facebook Insights
14OREO DOUBLE STUFF
CURRENT SOCIAL AUDIENCE
16. 88% of teens have witnessed an argument
through a social media platform.
80% of those surveyed have jumped in to
defend one of the sides.
Source: Pew Interest
16CREATIVE IDEA
INSIGHT
INSIGHT
17. Teenage groups are hives of argument and banter: what film are they going to see tonight? Who
is heading to the shop for a snack run? Who would win a fight between Batman and a T-
Rex? Often these arguments have no clear winner, so we’re adapting a famous Oreo
tradition to become the ultimate argument settler: the Lick Race.
If ever an argument starts where no clear winner can emerge, it’s time to Lick For It. Whoever
clears their cream first wins and their decision is final. No arguments. No sulking. With a
fun and enabling campaign behind it, we plan to turn a Lick Race with a Double Stuff Oreo
into the new coin toss when it comes to teen decision-making.
IDEA
17CREATIVE IDEA
LICK FOR IT
19. We crowd source the juiciest topical and on-going arguments on the Internet and invite teens
to help solve them once and for all with a Lick Race.
Online, all approved arguments are solved in the Oreo online arena. Here two Oreo Lick Racers
represent the opposing opinions and call on the community to help them win the race.
Users give their favourite Lick Racer energy by engaging with the campaign socially. Every
social engagement for one side or the other gives that Lick Racer the energy to give their
Oreo Double Stuff cookie a big lick. The first Lick Racer to lick off all their cream is declared
the winner and their side of the argument is made the official answer as decided by teens
everywhere. These official answers are then written in Oreo cookies as Lawreos and
spread through social media, fuelling the debate and encouraging users to submit more
arguments for the community to solve.
CAMPAIGN OVERVIEW
19CREATIVE IDEA
LICK FOR IT
21. 21ARGUMENT PROCESS
TYPES OF ARGUMENTS
FRANCE
FRENCH
CENTRAL
ARGUMENT
ENGLISH
Relevant to
Global Audience
Relevant to local audience.
UNITED KINGDOM
ARGUMENT
PORTUGAL
PORTUGUESE
GREECE
GREEK
SPAIN
SPAINISH
NORWAY
NORWEGIAN
DENMARK
DANISH
Relevant to local audience.
Relevant to local audience.
Relevant to local audience.Relevant to local audience.
TRANSLATED
Relevant to local audience.
TRANSLATED
Relevant to local audience.
22. 22ARGUMENT PROCESS
PRIMARY SOURCES
INTELLIGENCE
Ruby Psuedo, our research partner, will create a
list of (this or that) topics relevant to our target
audience. These will serve as our first choice and
fall back arguments.
MARKET LED
A combination of relevant trending topics
outside of the Oreo audience and arguments
occurring organically through social channels.
SUBMITTED
Directly from our audience with #LickForIt as
instructed through day-to-day social
communication via OREO accounts.
CENTRAL LOCAL
RECOMMENDED DISTRIBUTION
70%
20%
10% 20%
60%
20%
ARGUMENT COLLECTION
23. CENTRAL MARKET-LEVEL&
RUBY PSEUDO CONSULTING LTD.
LITTLE BLACK BOOK
Internationally influential taste-makers, cultural connectors and hyper-hipsters make up the LBB.
AMBASSADOR RESEARCH
Ruby pseudo network members are essentially the agency’s ambassadors…
they can be yours too.
23ARGUMENT PROCESS
ARGUMENT COLLECTION PROCESS
INTELLIGENCE
24. 24ARGUMENT PROCESS
ARGUMENT COLLECTION PROCESS
MARKET LED
CENTRAL MARKET-LEVEL
IDENTIFY
Via trending topics list
ENGAGE
@responding directly
INITIAL RELEVANCE CHECK
Applicable to market
Relevant within 13-17 target (Male or Female)
Aligns with Mondelez/Oreo tone of voice and
branding guidelines
Continue to validation process Follow validation process for ‘submitted’ arguments
ENGAGE
@responding directly,
matching language
IDENTIFY
Via local trending topics list IDENTIFY
Via management tool
conversion flags
25. 25ARGUMENT PROCESS
ARGUMENT COLLECTION PROCESS
SUBMITTED
CENTRAL MARKET-LEVEL
Continue to validation process
Monitor #LickForIt tag Monitor #LickForIt tag
INITIAL RELEVANCE CHECK
Applicable to market
Relevant within 13-17 target (Male or Female)
Aligns with Mondelez/Oreo tone of voice and
branding guidelines
INITIAL RELEVANCE CHECK
Applicable to market
Relevant within 13-17 target (Male or Female)
Aligns with Mondelez/Oreo tone of voice and
branding guidelines
26. 26ARGUMENT PROCESS
VALIDATING ARGUMENTS
SUBMITTED
MARKET-LEVEL
Continue to validation process
Relevance Screening #2
Assessing any potential risk from a social or
business perspective
CENTRAL
Legal Review
Scheduling
Arguments are collected and scheduled
for central release
Relevance Screening #2
Assessing any potential risk from a social or
business perspective
Legal Review
Scheduling
Arguments are collected and scheduled
for central release
28. DECEMBER 13TH 2013
28LICK RACE CAMPAIGN
MEET THE
LICK RACERS
We’re developing a gang of animated
Lick Racers, ready to represent any side
of a teen argument at any time. Each
character has a unique tongue technique
to shift the cream and be crowned the
Lick Race champion. Edgy, but
accessible, these characters make Lick
Racing look so much fun you’ll want to
give it a go yourself.
Final art style and character design TBA
THE CHARACTERS
29. DECEMBER 13TH 2013
29LICK RACE CAMPAIGN
CAMPAIGN HUB
CORE SITE ELEMENTS:
LIVE LICK RACING
“LAWREOS”
SITE SUPPORT ELEMENTS:
HOW TO LICK RACE
LICK RACE NEWS / COVERAGE
30. DECEMBER 13TH 2013
30LICK RACE CAMPAIGN
CAMPAIGN HUB
CORE SITE
EXPERIENCE
LIVE LICK RACING & LAWREOS
31. DECEMBER 13TH 2013
31LICK RACE CAMPAIGN
CAMPAIGN HUB
SUPPORT SITE
ELEMENTS
HOW TO LICK RACE
LICK RACE NEWS / COVERAGE
33. DECEMBER 13TH 2013
33LICK RACE CAMPAIGN
YOUTUBE
ONE CHANNEL
Taking advantage of the latest
developments in YouTube channel design,
our experience will be centered on a
dedicated Lick For It YouTube channel. Here,
people can watch the live Lick Races as they
happen in real time, track the data of the
races as it comes through, share their votes
and learn more about how they can solve
arguments by Licking For It with their
friends.
CORE SITE EXPERIENCE HUB
34. DECEMBER 13TH 2013
34LICK RACE CAMPAIGN
YOUTUBE
LIVE LICK RACES
The main part of the YouTube channel will
be dedicated to the latest argument being
licked for live by teens. When users vote for
a side of the argument they cause
representing character representing to take
a lick of their Oreo DS, chipping away at the
creamy goodness.
The live feed is synced with any other user
interacting with the Lick Race. That way
users will see the characters licking their
Oreos, indicating other users are adding
their licks to the argument and giving the
impression of a real life lick race.
CORE SITE EXPERIENCE HUB
35. DECEMBER 13TH 2013
35LICK RACE CAMPAIGN
REALTIME
LICK RACE DATA
Users will be able to see the top
tweets and comments as the Lick
Race progresses in a dedicated feed
on site. We will feature those that
stand out as being funny, ridiculous,
entertaining or in strong support of
one side.
Real-time data will also include a
counter showing how much cream
remains on each, giving users an idea
of who is in the lead, and how much
time is left before the Lick Race is
won. The animated characters will
also reflect the tide of the Lick Race
battle; showing signs of glee or panic
as they gain or lose the lead.
CAMPAIGN HUB
36. DECEMBER 13TH 2013
36LICK RACE CAMPAIGN
YOUTUBE
SHARE YOUR LICK
Once users have chosen a side, they can share
the argument through social networks to
wind up their friends or seek support to help
their side win. Every share they make adds an
extra lick bonus to their side, allowing users
to add a potential four extra licks to the race!
CORE SITE EXPERIENCE HUB
37. DECEMBER 13TH 2013
37
SHARE YOUR LICK:
WHAT YOUR
FRIENDS SEE
For every Lick Race we create cheeky
images that make bold statements based
on the argument being licked for. These
banners are designed to be commented
on, liked and retweeted to add fuel to the
Lick Race and increase awareness of the
campaign. They are also the perfect tools
for people participating in the Lick Race
to wind up their friends and cause some
arguments of their own.
37LICK RACE CAMPAIGN
SOCIAL MEDIA
38. DECEMBER 13TH 2013
38LICK RACE CAMPAIGN
SOCIAL MEDIA
SOCIAL LICK RACE
COVERAGE
Just like any classic showdown, we
provide coverage of the thrills and spills
behind every Lick Race with posts that
spark their interest about the argument,
and get fans heated up to take a side.
39. DECEMBER 13TH 2013
39LICK RACE CAMPAIGN
CORE SITE EXPERIENCE HUB
FACEBOOK
TWITTER
YOUTUBE
VINE
BANNER
#CLICKFORB#CLICKFORA
ARGUMENT
+1
CLICK
+1
CLICK
Every argument generated to #lickfor hashtags, which our live Lick Race is constantly listening for. Every time one of the
hashtags are used in social media the character representing that hashtag takes a lick of their Oreo DS. So the more people
share and comment on our content, the more frantic our Lick Race becomes.
41. DECEMBER 13TH 2013
41LICK RACE CAMPAIGN
CAMPAIGN HUB
THE END
OF THE RACE
Once the Lick Race comes to an end and
a clear winner has emerged, the winning
side is celebrated with an animation that
takes over the YouTube channel and is
shared across Oreo social media pages.
The user who submitted the argument, as
well as all those who liked for the
winning side, will also be rewarded with
a very special prize (see next page).
42. DECEMBER 13TH 2013
42LICK RACE CAMPAIGN
THE
LAWREOS
When an argument is decided by Lick
Race, the outcome becomes a Lawreo.
Our Lawreos become a kind of teen law,
chiseled into an Oreo DS cookie to make
it undeniably official. Once complete,
Lawreos images and Vine animations are
shared to the winners of the Lick Race
for them to display on their social
networks.
CAMPAIGN HUB
43. DECEMBER 13TH 2013
43LICK RACE CAMPAIGN
CAMPAIGN HUB
THE
LAWREOS
The Lawreo is also kept in the sacred
archive on the YouTube channel, where
users can browse and discover
the official opinions on arguments
passed.
44. DECEMBER 13TH 2013
44LICK RACE CAMPAIGN
MEDIA OUPUT
SHARE
THE LAWREO
All Lawreos shared officially by Oreo
include a call to action to submit new
arguments to the digital Lick Race. The
comments of each Lawreo are monitored
by social media managers and any great
submissions can be collected for Lick
Race approval further down the line of
the campaign.
45. DECEMBER 13TH 2013
45LICK RACE CAMPAIGN
EVENT
VELOCITY
Publish new argument
(Central & Local)
Localised Reminder
(Call to Action)
Central Reminder
(Call to Action)
Collect & Schedule
Arguments
VARIABLES
Argument availability via Intelligence
Relevance / timeliness
Quality of market submitted arguments
FREQUENCY
3-4 times a week
Ongoing
4-6 times a week
3 times a month
Argument approval
Argument relevance (after approval)
Amount of activity around argument
Projected outcome of the argument
Interest and sentiment from fans
Amount of activity around argument
Projected outcome of the argument
Press attention or increase in
participation
47. DECEMBER 13TH 2013
47LICK RACE CAMPAIGN
LICK RACE
TRAINING
CAMPAIGN HUB
Each Lick Racer on the YouTube channel
has a special licking technique that’s
been honed for victory when the time
comes to Lick For It. Pick your favorite
characters and watch them demonstrate
their unique technique, then challenge
them to a virtual Lick Race to practice it.
48. DECEMBER 13TH 2013
48LICK RACE CAMPAIGN
CAMPAIGN HUB
LICK RACE
TRAINING
At the end of every film a call to action
invites you to settle your arguments with
a Lick Race in real life.
49. DECEMBER 13TH 2013
49LICK RACE CAMPAIGN
CAMPAIGN HUB
LICK RACE NEWS
& COVERAGE
A dedicated feed showing off any user
generated content, animated out-takes,
ambient stunts and fun one-offs the
campaign generates.
50. DECEMBER 13TH 2013
50
CELEBRITY
CHALLENGE
SPECIALS
Every so often we host a celebrity Lick
Race takeover. In these special videos
the celebrity appears before the live Lick
Race, explaining their challenge. Maybe
they can’t decide between what outfit to
wear to a party, or maybe they need help
naming a new pet. Whatever the
challenge is, the outcome of the Lick
Race will decide the outcome in real life,
giving extra weight to these rare Lick
Races.
CAMPAIGN HUB
50LICK RACE CAMPAIGN
52. DECEMBER 13TH 2013
52CORE MEDIA ELEMENTS
TRIAL PACK
TRIAL PACK
DESIGN
Incorporating the Lick For It textless icon
for international distribution.
53. DECEMBER 13TH 2013
53CORE MEDIA ELEMENTS
LAWREO PACK
LIMITED EDITION
LAWREO PACKS
Let’s finish this campaign with a bang!
Fourteen outcomes from the most
frantically fought Lick Races are
commemorated as real edible Lawreos,
served in their own limited edition box.
To promote the launch of the Lawreos on
social media, the authors behind the 14
arguments are surprised with a box full
of Lawreo packs one week before they
hit the shops.
54. DECEMBER 13TH 2013
54CORE MEDIA ELEMENTS
MEDIA OUPUT
“SETTLE IT”
POSTS
During the course of the campaign, we
post settle it messages to tie the virtual
and the real Lick Races together,
cementing the idea that Lick Races can
be used to solve and disagreements or be
done just for fun!
These posts also serve to collect new
arguments for processing and are
presented in the same playful style as the
Lick For It campaign to keep on message.
56. DECEMBER 13TH 2013
56SUPPORT MEDIA ELEMENTS
LICK FOR IT
LICK FOR IT
TOUR BUS
Street teams take the Lick For It out of
the web and into the cities of Europe.
Teens can re-enact their favorite
arguments they’ve seen online or settle
personal scores with their friends and
get some free Oreo Double Stuff cookies
and Lick For It goodies for joining in.
The journey of the Lick For It Tour Bus is
documented and shared episodically on
the YouTube channel as bonus content.
57. DECEMBER 13TH 2013
57CORE MEDIA ELEMENTS
LICK FOR IT
TRIAL
INSTALLATIONS
Part Lick Race, part vending machine.
These trial installations are placed
wherever a local debate is taking place.
For example, when people are leaving a
cinema after watching a film, our trial
installation could be hosting a Lick Race to
decide whether the film was amazing or
boring.
When the Lick Race is complete an
incontestable Lawreo movie review is
generated. Everyone who licks for a side is
rewarded with an Oreo trial pack so they
can have a Lick Race in real life.
58. DECEMBER 13TH 2013
58CORE MEDIA ELEMENTS
LICK FOR IT
Bringing the arguments from the screen
to the streets. Playful posters sporting
opinions designed to stir a teen’s need to
argue bomb local areas, all with a call to
action to champion or challenge us
online.
FLY POSTERS &
OTHER MEDIA
60. DECEMBER 13TH 2013
60CORE MEDIA ELEMENTS
LICK FOR IT
REAL TIME
BANNERS
If teens will not go to the Lick Race then
the Lick Race can go to them. These real-
time banners show live coverage of the
current Lick Race, which teens can
interact with and submit their lick
through.
61. DECEMBER 13TH 2013
61CORE MEDIA ELEMENTS
LICK FOR IT
CELEBRITY LICK
RACE FILMS
We create a series of web films showing
teen influencers incorporating the Lick
Race into their real life arguments.
Always shot candidly, these Lick Races
hero the behaviour, making it look like
the Lick Race is starting to become the
argument settler of choice
62. DECEMBER 13TH 2013
62CORE MEDIA ELEMENTS
LICK FOR IT
TRANSFORMERS
FILM
Oreo Double Stuff cookies could join Oreo
cookies to help the Autobots save the
world once again from the forces of
darkness this summer. With the focus
skewed more towards teenagers, the
executions should lean more towards the
‘silly play’ format of the Lick Race to grab
their attention better.
65. DECEMBER 13TH 2013
65CONNECTIONS MAP
SOCIAL PLATFORMS
OREO
SOCIAL
BRAND LED FAN LED
Highly Localised Call to Action
A place to share all central and
market-level arguments,
updates and outcomes
Selective Call to Action
Sporadic updates around central
arguments with few calls to
action or results
Vehicle for Digital Licks
Completely fan led – counting as
extra licks toward one side of an
argument if fans post content to
their personal Pinterest boards
Vehicle for Digital Licks
Completely fan led – counting as
extra licks toward one side of an
argument if fans post content to
their personal G+ pages
The Arena
Where the argument activity is displayed
and arguments occur. Primary home of all
related video content.
67. DECEMBER 13TH 2013
67VISUAL IDENTITY
LOGO
LICK FOR IT
LOGO
To be used as a consistent anchor for all
creative output during the campaign.
The logotype can be localised so long as
the overall style remains.
68. DECEMBER 13TH 2013
68VISUAL IDENTITY
LOGO
LICK FOR IT
ICON
When space is lacking or creative is
spanning multiple languages the Lick For
It Icon can be used as visual shorthand.
69. DECEMBER 13TH 2013
69VISUAL IDENTITY
TONE OF VOICE
WE ARE
PLAYFULLY INCENDIARY – Taking both sides of the
argument and getting people involved until a winning
side is found.
SELF AWARE / TONGUE IN CHEEK – We know we can’t
definitively settle arguments, but we have fun
pretending we can.
COLLOQUIAL – We speak in the language of the Internet.
References, memes and local slang are fine as long as we
thoroughly understand their meanings.
ENERGATIC – We are really into every argument we host,
treating our coverage with enthusiasm and acting like
the argument could go either way until the very last lick.
SPORTS COMMENTATORS – We are the authority on Lick
Racing: covering, analysing and promoting each Lick
Race in a passionate and trustworthy fashion.
WE ARE NOT
RUDE – Our arguments do not descend into name-
calling. We do not gloat over the losers of any arguments.
We do not mock celebrities, people, users or cultures in an
attacking way.
TROLLS – We do not pick arguments that are guaranteed
to rile teenagers or give fuel to Internet haters. We never
want an argument to dissolve into a flame war.
CHILDISH – We might be animated and stylised but we
are not immature. We play our animated style in a
straight way to increase the weirdness.
TOO COOL – We avoid using super-cool language to try
and act down with the kids.
70. DECEMBER 13TH 2013
70LICK RACE CAMPAIGN
MEET
CHARACTER 1
CHARACTERS
The competitive one. He’s got
strong opinions and he likes
being right. Why? Because he
always is.
MEET
CHARACTER 2
The firecracker. She knows
what she thinks and she
won’t be intimidated.
Especially not by a boy.
71. DECEMBER 13TH 2013
71VISUAL IDENTITY
YOUTUBE CHANNEL
YOUTUBE
RESPONSIVE
Lick for it campaign site uses responsive
design. This enables the custom
campaign tab to adapt to the screen
dimensions of the browser they are
viewed on, flexibly providing the perfect
viewing experience across all devices.
72. DECEMBER 13TH 2013
72VISUAL IDENTITY
DIGITAL HUB
CORE
ELEMENTS
The core elements appear consistently
throughout the Lick for it campaign.
These are made up of the Lick for it
campaign logo, colour palette, fonts,
buttons, imagery and iconography.
73. DECEMBER 13TH 2013
73VISUAL IDENTITY
TYPOGRAPHY
TYPOGRAPHIC
STYLE
A standard lockup has been developed
for use within the campaign. All
typography added to the site should
follow this styling.
74. DECEMBER 13TH 2013
74
IMAGERY
& PHOTOGRAPHY
All imagery and photography is stylized
with a half-tone treatment to create a
unique and distinctive campaign look.
PHOTOGRAPHY
74VISUAL IDENTITY
75. DECEMBER 13TH 2013
75
GRAPHICS
& ICONS
Lick for it icons are standardised, and are
used to help consumers navigate.
ICON
VISUAL IDENTITY
79. DECEMBER 13TH 2013
79ROLL OUT PLAN
THE MEASUREMENT PROCESS
EVOLVE
AND
OPTIMISE
DEFINE
Use defined objectives to create measurement
framework.
PLAN
Define data capture methodology & tools.
Define reporting framework.
IMPLEMENT
Set up tracking tools.
Configure dashboards and reports.
ANALYSE & OPTIMISE
Analyse performance against objectives.
Conduct deeper analysis into key areas.
Provide recommendations for optimisation.
ANALYSE & OPTIMISE
DEFINE
IMPLEMENT
PLAN
80. 80ROLL OUT PLAN
MEASUREMENT AND LISTENINNG
Understand consumer actions
and responsiveness
(e.g., visit source,
content engagement,
lead generation,
conversion, etc.)
Actionable insights that enable effective, informed decisions and strategic refining
Understand what consumers
are saying online
(e.g., volume and topic of
conversation, feedback,
sentiment , influencers)
Understand how consumers
think and feel about the brand/
product
(e.g., satisfaction, brand opinion
and purchase intent, etc.)
BEHAVIOUR CONVERSATION ATTITUDE
81. 81ROLL OUT PLAN
MEASUREMENT AND LISTENING
A raw number or count of a
specific behaviour/instance.
Metrics are heavily influenced
by external factors, such as
media spend and overall traffic
volumes.
Do not provide insight into
performance but effectively
support the creation of KPIs.
Understand consumer actions
and responsiveness
(e.g., visit source,
content engagement,
lead generation,
conversion, etc.)
ATTITUDE
METRICS
Example: Number of
Fans 1,000
Example: Fan Growth
150% increase YOY
A Key Performance indicator is a
percentage, rate or ratio that is
calculated using metrics.
External variables become
relative when turned into a KPI.
KPIs provides context into
business questions and help
evaluate performance.
KPIs
KPIs provide
immediate insight into
performance and
what may need
refining to align with
current consumer
behaviours and
attitudes.
82. 82ROLL OUT PLAN
DEFINE PHASE 1 – KPI FRAMEWORK
KEY QUESTIONS METRICS KPI’S
Dimensions: total/global/by platform/by region
Impressions
Shares/retweets
Number of hashtag mentions
AWARENESS
ACQUISITION
ENGAGEMENT
New likes/follows/
subscribers
Total likes, shares, comments,
retweets, favourites.
Number of submissions
Number of submissions
approved
How much reach is being generated by our activities?
Who is our content reaching?
Which platforms and regions are generating the
most reach?
To what extent is content being amplified?
Who is liking/following the brand (demographics)?
Where are these new fans from?
Which platforms and regions are generating the
highest growth?
How much engagement are we generating?
Which platforms and regions are generating the
highest engagement?
Which topics or themes generate more engagement?
From which regions are we receiving the most
submissions?
Is the frequency of submissions increasing or slowing?
Uplift in Reach
Content Engagement
Rate
Community Growth
83. 83ROLL OUT PLAN
TOOLS AND TRACKING
KEY QUESTIONS METRICS KPI’S
FACEBOOK
TWITTER
INSTAGRAM
YOUTUBE ONE
New fans
Likes
Comments
Shares
Demographics
Number of licks
New followers
Retweets
Favourites
Hashtag mentions
Number of licks
New followers
Likes
Comments
Views
Most/least watched videos
Subscribes
Likes
Comments
Shares
Facebook
Insights
Sprout Social
Nitrogram
YouTube
Analytics
84. 84ROLL OUT PLAN
REPORTING FRAMEWORK
FREQUENCY PURPOSE PARTY RESPONSIBLE FORMAT
To explore and analyse all data from project
lifetime, determining key takeaways and
recommendations for any continuations.
To identify themes and opportunities
and share current topics and insights
from platform listening and licks.
To brief on key issues of the day (if any)
and general activity.
To review social performance against the
overall digital objectives and strategic
plan, using a combination of qualitative
and quantitative measures.
Social Media/
Community Manager
Social Media Analyst
Social Media Analyst
Social Media Analyst
Email
Dashboard
Full report
Full report
DAILY
WEEKLY
MONTHLY
WRAP UP
REPORT
FREQUENCY
DEPTH
85. DECEMBER 13TH 2013
85ROLL OUT PLAN
STRUCTURE
WHAT SUCCESS LOOKS LIKE
Reporting structure: Core & Local Markets
87. 87ROLL OUT PLAN
ADAPTION MATRIX
COMPONENT ASSET(S) LOCALISATION
Lick Race YouTube One Channel Tab Language selector with localised space for translated
and region-relevant argument
Lick for It
Call to Action
Social Images
(Facebook - Promoted and Organic)
Twitter pics (Promoted)
Translated for local markets
Lick for It
Reminders
Social Images
(Facebook - Promoted and Organic)
Twitter pics (Promoted)
Translated for local markets
Updated with relevant argument information
and stats
Lick for It
Results
Bespoke video (from approved template)
Bespoke still image (from library –
updated with lick race outcome)
Translated for local markets
Updated with relevant argument information
and stats
Oreo DS Product Info Social Images
(Facebook - Promoted and Organic)
Locally relevant marketing and translation for local
language based on user's language preferences
Oreo DS Product Info Twitter pics (Promoted) Locally relevant marketing and translation for local
language based on user's language preferences
Note: Localised elements and asset direction may change pending paid strategy
