Chinese parents and younger people are finding it more difficult to spend quality time with their loved ones. Fast paced modern lifestyles had hindered the deep, personal connections that Oreo values.
In order to be a catalyst for childlike moments of connection, Oreo wanted people in China to Play Together, simply by using their mobile phones.
Working with China’s biggest mobile platform WeChat, Carat and Mondelez enabled people to create and share Oreo ‘Emojies’ – animated digital templates that allow people to play with their own face and the face of someone they care about. On-pack redemption codes unlocked new content and extra Emojies to drive sales.
Outdoor placements were built for people to use their mobile as a remote control to display and print Emojies as stickers. Bus stops were turned into Oreo Play Zones, where people could use WeChat to display their Emojies and print them as stickers.
The Emojie craze spread like wildfire, even making it onto TV entertainment news after celebrities posted their own personal Oreo Emojies via social media.
In just five weeks, 25 million Emojies were created, out of which three million were shared with friends and family directly from WeChat. The campaign generated 1.7 billion impressions across all the leading social networks in China, including WeChat and Weibo – best proof that China’s appetite for those childlike moments of connection was insatiable. It also saw 330,000 redemptions, worth $1m, all of which led to 50% sales growth for Oreo.