Biscuit brands including the snacks category in China have become more and more competitive over the past few recent years. Many new products and new variants kept entering into the China market giving consumers more choices.
Mondelez Oreo realized that with this situation going on, it may start to affect the sales of Oreos if the brand does not start to do something innovative and interesting to capture the attention of their target consumers.
Mondelez Oreo collaborated with Alibaba Tmall, the biggest Chinese e-Commerce platform to launch the industry’s first-ever Oreo Colourfilled Campaign during Tmall’s Super Brand Day in May 2016 that was hosted only on Tmall website.
It was an e-Commerce activation campaign only on Tmall for consumers to customize their limited edition Oreo packaging through a fun-filled colouring with personalized message digital activation.
Alibaba Tmall also rebuilt and customized its purchase & payment functions on Tmall with packaging personalization function supported by Tmall’s logistics system for a total seamless consumer experience so consumers could purchase their customised packs immediately after the customization and the packaging was delivered to the consumers in just a few days.
In just the first day of launch, the sales of the Oreos rose to RMB 3 million*. Many people were excited and came into the Oreo’s Tmall Store that it crashed the Tmall’s server and it was down for 3 hours*.
Many customers posted on their WeChat moments showing off their customised Oreo packs and the buzz spread wider reached out to more people joining in the fun of the Colourfilled campaign.
In just the first three days, Mondelez Oreo successfully became the No. 1 top selling SKU on Tmall and also became the first brand in the biscuit industry that created a new fun new innovative way of shopping online!