Oreo was challenged to apply their global brand story to the SEA market, a region made up of seven culturally disparate nations, each requiring a very different approach and message from each other, as well as from Oreo's usual Western audiences.Digital Marketing Strategy Copywriting Creative Direction User Experience
Except in Asia.
The challenge was to rethink and adapt the Oreo brand to each SEA market with a new narrative. Realizing that family is important in Asia, we introduced Oreo Better Together.
We set up the campaign through a series of unbranded social media posts identifying the problem of being "together but alone", depicting users distracted in familiar group settings.
We partnered with SEA famous YouTubers Night Owl Cinematics to produce five videos speading spread the Oreo story across Southeast Asia.
We launched the Oreo Better Together app to coincide with a high impact social media campaign and an interactive website in partnership with the Transformers 4 movie launch.