J429 Oreo Presentation

download J429 Oreo Presentation

of 13

Transcript of J429 Oreo Presentation

  • Presented by Megan Ogorzalek

    OREO DAILY TWIST CAMPAIGN PROPOSAL

  • Worlds Favorite Cookie

    Best-selling cookie brand

    $1.5 billion in global annual revenues

    One of Krafts billion-dollar brands

    Found in more than 100 countries

    Oreo one of top 5 brand Facebook pages

    100th anniversary in 2012

    OVERVIEW

  • HAPPY BIRTHDAY OREO!

    Daily Twist campaign to remind users to celebrate the kid inside

    http://www.360i.com/work/oreo-daily -twist/

  • Facebook: https://www.facebook.com/oreo

    Twitter: https://twitter.com/Oreo

    Instagram: http://instagram.com/oreo

    Pinterest: http://www.pinterest.com/draftfcb/oreo-daily -twist/

    OREO DOES SOCIAL MEDIA

  • Kraft Foods Inc. and Mondelez International

    Highly profitable packaged cookie

    2011 sales over $2 billion

    Not top-of-mind awareness for target (18-24 year olds)

    Target audience does not follow Oreo on social media

    RESEARCH

  • Survey Monkey Ages 18-24

    What is your favorite packaged cookie? Oreo

    How often do you purchase Oreos? Once every 3 months/once every year

    Do you follow Oreo on any form of social media? No

    Have you seen the Oreo Daily Twist campaign? No

    What is your age? 18-24

    PRIMARY RESEARCH

  • Increase purchase behavior low for target

    Opportunity to increase social media followers from target Must become relevant to target Must generate word-of-mouth, awe-inspiring, unique, sharable

    content

    IMPLICATIONS

  • Strengths: - Legal and financial support from parent

    company (Kraft Foods and Mondelez Intl) - Varied product lines - Owns USP of Worlds Favorite Cookie - Loyal customer base - Globally distributed product - Easily accessible

    Weaknesses: - Strong competition within Mondelez Intl

    (Chips Ahoy) - Unhealthy product

    Opportunities: - Ability to expand to more global markets - Opportunity to develop spectacular PR and

    advertising campaigns (DraftFCB, Weber Shandwick)

    - Growing market of young adult users with disposable income

    Threats: - Growing trend of healthy living (green and

    organic products as competition) - New healthy alternatives

    SWOT ANALYSIS

  • Target: college students, age 18-24 Create daily Oreos to correspond to notable college events,

    anniversaries, etc. Example: Indiana University Founding date cookie January 20 would

    feature a candy-striped Oreo

    Goal #1: Increase traffic to Oreo Facebook page

    Goal #2: Increase shares through social media outlets to appeal to larger audience

    Goal #3: Increase word-of-mouth through mass media approaches

    PLANNING

  • Timeline & Budget: August 1 August 31: Research newsworthy events for

    campaign $30,000

    September 1: First day of campaign first Oreo to be created in real-time and distributed via social media outlets $2,000/day

    September 1 December 9: Daily Oreo created for duration of campaign $2,000/day or $200,000 total

    December 9: Last day of campaign December 9 December 15: Evaluation and assessment

    period $5,000

    Total Budget: $235,000

    IMPLEMENTATION

  • Facebook Page views Likes % change in followers

    Twitter % change in followers Retweets Favorites

    Instagram % change in followers Likes

    Pinterest % change in followers Repins Likes

    EVALUATION

  • Questions? Comments? Concerns?

    Thank you for your time and consideration.

    THANK YOU!

  • Diaz, Ann-Christine (2012, September 10). Oreos 100-Day Daily Twist Campaign Puts Cookie in Conversation. Retrieved from http://adage.com/article/digital/oreo-s-daily-twist-campaign-puts-cookie-conversation/237104/

    Elliott, Stuart (2012, September 5). For Oreo Campaign Finale, a Twist on Collaboration. Retrieved from http://www.nytimes.com/2012/09/25/business/media/oreos-daily-twist-campaign-finale-enlists-consumers.html?_r=0

    Gavronski, Maarja (2013, October 17). Case Study: Oreos 100th birthday celebrations with a twist. Retrieved from

    http://www.best-marketing.eu/case-study-oreos-100th-birthday-celebrations-with-a-twist/ Mondelez International, Inc. (2012, May 3). OREO Enters 100th Year Crossing The $2 Billion Mark; Plans To Reach $1 Billion In

    Developing Markets In 2012. Retrieved from http://www.mondelezinternational.com/MediaCenter/country-press-releases/us/2012/Pages/multi_media_05032012.aspx

    PR Newswire (2012, August 13). OREO Campaign Brings To Life Todays Events With An OREO Twist. Retrieved from

    http://www.prnewswire.com/news-releases/oreo-campaign-brings-to-life-todays-events-with-an-oreo-twist-165974546.html PR Newswire (2012, March 21). Kraft Food Proposes Mondelez International, Inc. As New Name For Global Snacks Company.

    Retrieved from http://www.prnewswire.com/news-releases/kraft-foods-proposes-mondelez-international-inc-as-new-name-for-global-snacks-company-143640106.html

    West, D., Caruana, A., Leelapanyalert, K. (2013, September 1). What Makes Win, Place, or Show? Judging Creativity in Advertising at

    Award Shows. Retrieved from http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=b47024b9-1342-43fc-a482-5920130369a5%40sessionmgr4&vid=3&hid=20

    REFERENCES