Oreo Thins Promotion (Project)
This post concerns our project in the course the subject of Apllied Marketing of the Marketing and Public Relations Department of Panteion University.
For this project we had to create a digital promotional campaign for the new product of Oreo Thins that has just been releashed in Europe and America, after having been launched a year earlier in certain countries of Asia.
The Oreo Thins constitute a slimmer cookie, with less cream filling and fewer calories than the originals and any other previous versions of Oreo. Their primary target is also switched from children to the more adult audience of 25 to 45 years in age; thus their promotion should be more mature without losing the fun, smart and amusing characted of the Oreo brand in general.
Each part of the advertising process is meant for certain social media templates, from which we chose the most infamous and uprising in the latest years: Facebook, Messenger, Youtube, Instagram, Twitter and Snapchat. We also took into consideration the way these social media templates work, the statistics of how people use them, the available payable advertising methods provided by them and the way in which each post should be framed in order to attarct a larger audience.
Considering the above we created a 3 part promotional campaign with sligtly different advertisements for each pillar of the releashing and selling to the market in order to help create as much of a big foothold on it as possible.
Every pillar can be considered minimal, colourful, eye-catching and smart with a modern and urban style so as to apply to the adult consumers and their everyday lives and routines.
1st Pillar: “Stop & Break with Oreo Thins” : With this pillar we kick-start the launching of the Oreo Thins in the market, making several versions of the possible advertisement as well as GIF images and promotional videos like the one that follows below. In each photo advertisement is based on what is depicted in the picture so as to create a personalised caption.
2nd Pillar: “Thinner than & Lighter Than” : In the second part of the promotional process we aim to remind the audience of the product post-launch of it. For each pillar we have also created examples of available captions and catchphrases that could accompany each post. For these ads we compare everyday items and objects that most people use with the Oreo Thins to show that they are always thinner and cheaper too.
3rd Pillar: “Think Thin” : This pillar comprised, like the second one, a post-launch supplementary promotional advertisement in order to keep reminding the target audience of the Oreo Thins and maintain a steadily rising number of sales. These advertisements are much simpler than the previous ones, they contain the Oreo hand-gesture that has already been promoted for the Oreo Thins in different places and situations of everyday life.
For this pillar we have also created a photo competition and proposed a Youtube vlogging for promotion through endorsements towards reknown Youtubers and highy subscribed personas.
We also created additional promotional activations for our campaign in order to take advantage of every possible opportunity of advertising through social media such as:
1) Tweeting to random Twitter users
2) Snapchat Filters
3) Facebook & Messenger Stickers (for Messenger Days too)
You can view our complete Power Point Presentation for more information about our campaign in this link : https://www.dropbox.com/s/kv66xdex9njjvu2/OREO.pptx?dl=0
Team Leader: Daphne Diapouli
Team: Amanda Voulgari, Daphne Diapouli, Frossw Karpozilou, Katerina Constanta (Konstantinopoulou) , Anastasia (Silia) Simeonidi
University: Panteion University of Social and Political Sciences
Department: Communication, Media, Culture
Professors: Betty Tsakarestou, Diana Birba, Giota Moschou
