| Dubai Lynx 2017 | ||
|---|---|---|
| Media | Digital & Social: Use of Social Platforms | Bronze |
Client: Mondeléz International
Product: Cadbury Oreo Chocolate Biscuit
Agency: Mediavest|Spark Dubai, United Arab Emirates
Entrant: Mediavest|Spark Dubai, United Arab Emirates
Product/Service: Cadbury Oreo Chocolate Biscuit
Idea Creation: Mediavest|Spark Dubai, United Arab Emirates
Media Placement: Mediavest|Spark Dubai, United Arab Emirates
Media Director: Amine Abou Ajram (Mediavest|Spark Dubai)
Social Media URL: https://twitter.com/CadburyAra...
The Campaign:
To make Cadbury Oreo headline news, we created the Cadbury Oreo social news room leveraging our capability to sense and respond in order to capture - and ultimately overtake - the news.
Our campaign was at the heart of every conversation from planned events to any ad-hoc buzzworthy happenings, lending our signature joyful spirit to every discussion.
Creative Execution:
We launched the most disruptive social media campaign ever.
Using advanced social listening tools, we identified and hijacked every news piece, event, and occasion to unveil our big news. Over a period of two weeks, we tuned in every morning to uncover that day’s news, and within minutes had published our joyful spin to all trending topics and made the conversations fun and lighter.
This spanned from planned events such as upcoming football matches and art exhibitions, to unexpected daily trends that emerge on a day-to-day basis across all social platforms.
With agility and creativity, we hijacked the news to share our biggest news, rooted in the spirit of the core idea of the brand – irrepressible joy.
Our campaign exceeded all expectations. We joined countless conversations; our content was seen 40 million times, reaching 63% of people online across the region and delivering an engagement rate 4 times higher than industry benchmark.
Our launch was so compelling that our hashtag #CadburyOreo became a trending topic.
By being part of the news, we became the news - making Cadbury Oreo the most successful launch in Cadbury’s history, increasing market share by 20%.
And that's the joyful story of how we were able to put Cadbury Oreo on the lips of every consumer - figuratively, and literally.
Our campaign demonstrates our ability to combine the power of data, technology and creativity in real-time to bring to life the newsworthy coming-together of Oreo and Cadbury chocolate.
We created the Cadbury Oreo social news room bringing together our talents in agile listening, editorial, and production to identify the most trending topics in the GCC, and then tailor-making and distributing content to make sure our news was the biggest news.
Insights, Strategy and the Idea:
The Middle East boasts some of the highest social media penetration and engagement stats in the world. We knew that our consumers, millennials, were consuming and talking about what's in the news online and we wanted to be part of this conversation.
Yet with so much happening in the world today, we knew that we could not compete with the volume of conversations that are happening around them.
So we decided to turn our biggest challenge into our greatest advantage. Instead of competing with the news, we decided to join it within the context of our product and become part of every newsworthy conversation on social media.