Oreo LickforIt Playbook

DECEMBER 13TH 2013

CAMPAIGN PLAYBOOK DECEMBER 13TH 2013

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.

2 INTRODUCTION

WELCOME

PLEASE NOTE: Lick For It is an evolving concept and any art styles and communications included in this book are subject to change.

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

3 INTRODUCTION

INSTRUCTIONS

4 CONTENTS

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 CONTENTS

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

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.

6 OREO DOUBLE STUFF

BUSINESS OBJECTIVE

7 OREO 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.

SH

OR

T T

ER

M

LON

G T

ER

M

Increased ADVOCACY

Increased CONSIDERATION

Increased ENGAGEMENT

Increased ACQUISTION

Increased REACH

JOHN’S BONUS PAGE? TBD

8 OREO DOUBLE STUFF

BUSINESS OBJECTIVE

DECEMBER 13TH 2013

OREO DOUBLE STUFF AND EUROPEAN TEENS

10 OREO DOUBLE STUFF

TARGET AUDIENCE

13 – 17 YEAR OLDS

UK

FR ES PT GR NO DK


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.

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.


HOW TEENS SEE OREO

MARKET LEVEL

PRODUCT LEVEL

AUDIENCE LEVEL

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.


BACKGROUND TO THE CAMPAIGN

Denmark France Greece Norway Portugal Spain UK D

emog

rap

hic

s

% 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%

Acc

ess

Poi

nt

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


CURRENT SOCIAL AUDIENCE

DECEMBER 13TH 2013 CREATIVE IDEA

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

16 CREATIVE IDEA

INSIGHT

INSIGHT

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

17 CREATIVE IDEA

LICK FOR IT

KEY CAMPAIGN VISUAL

18 CREATIVE IDEA

LICK FOR IT

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

19 CREATIVE IDEA

LICK FOR IT

DECEMBER 13TH 2013

FUEL FOR THE CAMPAIGN COLLECTING ARGUMENTS SOCIALLY

21 ARGUMENT 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.

TRANSLATED Relevant to local audience.

TRANSLATED Relevant to local audience.

22 ARGUMENT 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

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.

23 ARGUMENT PROCESS

ARGUMENT COLLECTION PROCESS

INTELLIGENCE

24 ARGUMENT 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 ARGUMENT PROCESS


SUBMITTED

CENTRAL MARKET-LEVEL

Continue to validation process

Monitor #LickForIt tag Monitor #LickForIt tag




Aligns with Mondelez/Oreo tone of voice and

branding guidelines




Aligns with Mondelez/Oreo tone of voice and

branding guidelines

26 ARGUMENT 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

DECEMBER 13TH 2013

SOLVING THE ARGUMENTS: WELCOME TO THE ONLINE LICK RACE

DECEMBER 13TH 2013

28 LICK 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

DECEMBER 13TH 2013


CAMPAIGN HUB

CORE SITE ELEMENTS: LIVE LICK RACING “LAWREOS”

SITE SUPPORT ELEMENTS: HOW TO LICK RACE LICK RACE NEWS / COVERAGE

DECEMBER 13TH 2013


CAMPAIGN HUB

CORE SITE EXPERIENCE LIVE LICK RACING & LAWREOS

DECEMBER 13TH 2013


CAMPAIGN HUB

SUPPORT SITE ELEMENTS HOW TO LICK RACE LICK RACE NEWS / COVERAGE

DECEMBER 13TH 2013 CORE SITE OFFERING

DECEMBER 13TH 2013


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

DECEMBER 13TH 2013


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.


DECEMBER 13TH 2013


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

DECEMBER 13TH 2013


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!


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.


SOCIAL MEDIA

DECEMBER 13TH 2013


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.

DECEMBER 13TH 2013



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.

DECEMBER 13TH 2013



Virtuous Social Circle Diagram

DECEMBER 13TH 2013


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).

DECEMBER 13TH 2013


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

DECEMBER 13TH 2013


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.

DECEMBER 13TH 2013


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.

DECEMBER 13TH 2013


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

DECEMBER 13TH 2013 SUPPORT SITE OFFERING

DECEMBER 13TH 2013


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.

DECEMBER 13TH 2013


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.

DECEMBER 13TH 2013


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.

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


DECEMBER 13TH 2013 CORE CAMPAIGN ELEMENTS

DECEMBER 13TH 2013

52 CORE MEDIA ELEMENTS

TRIAL PACK

TRIAL PACK DESIGN Incorporating the Lick For It textless icon for international distribution.

DECEMBER 13TH 2013


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.

DECEMBER 13TH 2013


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.

DECEMBER 13TH 2013 CORE MEDIA ELEMENTS

DECEMBER 13TH 2013

56 SUPPORT 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.

DECEMBER 13TH 2013


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.

DECEMBER 13TH 2013


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

DECEMBER 13TH 2013


LICK FOR IT

DIGITAL UNDERGROUND

DECEMBER 13TH 2013


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.

DECEMBER 13TH 2013


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

DECEMBER 13TH 2013


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.

DECEMBER 13TH 2013 CONNECTIONS MAP

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64 CONNECTIONS MAP

SOCIAL CONNECTIONS MAP

SOCIAL CONNECTIONS MAP

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65 CONNECTIONS 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.

DECEMBER 13TH 2013

CAMPAIGN VISUAL IDENTITY

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67 VISUAL 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.

DECEMBER 13TH 2013

68 VISUAL 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.

DECEMBER 13TH 2013

69 VISUAL 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.

DECEMBER 13TH 2013


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.

DECEMBER 13TH 2013

71 VISUAL 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.

DECEMBER 13TH 2013

72 VISUAL 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.

DECEMBER 13TH 2013

73 VISUAL 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.

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74

IMAGERY & PHOTOGRAPHY All imagery and photography is stylized with a half-tone treatment to create a unique and distinctive campaign look.

PHOTOGRAPHY

74 VISUAL IDENTITY

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75

GRAPHICS & ICONS Lick for it icons are standardised, and are used to help consumers navigate.

ICON

VISUAL IDENTITY

DECEMBER 13TH 2013 ROLL OUT PLAN

DECEMBER 13TH 2013

77 ROLL OUT PLAN

ROLL OUT PLAN

Q1 Q2 Q3 Q4 Audience Focus January February March April May June July August September October

OREO CORE

PRIMARY Double Stuff Product

Lick For It Update (~3 Lmes/month)

Regularly Scheduled Content








SECONDARY Double Stuff Product







Double Stuff Product


TERSIARY Double Stuff Product






Denmark

PRIMARY Double Stuff Product (Localised)

Lick For It Launch 4-‐6 Arguments/week

Lick for It (Updates/CTA's)) 3-‐4 arguments/week








Lick For It (Results) (~3 Lmes/week)








TERSIARY Regularly Scheduled Content



Norway

PRIMARY Double Stuff Product (Localised)


Lick for It (ConLnued) 3-‐4 arguments/week



















Spain

PRIMARY "Double Stuff Product (Localised)"





















Greece

PRIMARY

"Double Stuff Product (Localised)"
















TERSIARY




France

PRIMARY















TERSIARY




Portugal

PRIMARY















TERSIARY




UK

PRIMARY











TERSIARY




DECEMBER 13TH 2013

78 ROLL OUT PLAN

REPORTING

WHAT SUCCESS LOOKS LIKE REPORTING

DECEMBER 13TH 2013

79 ROLL 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 ROLL 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 ROLL 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 ROLL 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 ROLL 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 ROLL 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



Email

Dashboard

Full report

Full report

DAILY

WEEKLY

MONTHLY

WRAP UP REPORT

FREQUENCY

DEPTH

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85 ROLL OUT PLAN

STRUCTURE

WHAT SUCCESS LOOKS LIKE Reporting structure: Core & Local Markets

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ADAPTATION AND IMPLEMENTATION

87 ROLL 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)



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)


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


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

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MARKETS

ADAPTATION OF CAMPAIGN WHAT MARKETS ARE EXPECTED TO DO

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89 ADAPTATION

LOCAL MARKETS

LOCAL MARKET CAMPAIGN EXTENSIONS

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90 ADAPTATION

LOCAL MARKETS

ADAPTION MATRIX

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91 ADAPTATION

LOCAL MARKETS

LOCALIZATION: PLAN AND RECOMENDATIONS

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92 ADAPTATION

LOCAL MARKETS

CONTENT CALENDAR

DECEMBER 13TH 2013 THANK YOU

Oreo LickforIt Playbook

Documents

Transcript of Oreo LickforIt Playbook