We designed the front-end messaging that went to the elite changemakers who would subsequently be provided with exclusive access to the app and OREO merchandise.
OREO sought for engagement with its target audience in the midst of a crowded snacks market. With so many brands available in a saturated space and new challengers to the incumbents’ market share, there was a need to apply different tactics to achieve the brand objectives.
The Better Together campaign was aimed at getting the target audience to rethink their personal priorities and what matters most to them, with OREO being the empowerment vehicle to achieve this end.
An app had to be built to serve as a reminder to spend quality time with loved ones instead of being on their digital devices all the time. The app was positioned to allow priceless memories to be built, captured and carried around on a daily basis; a centrepiece as the “family bonding ecosystem”. A pre-launch campaign had to be designed to illicit feedback from key opinion leaders to make the experience an enriching and rewarding one.