Mondelēz International – Oreo Soft Cake

Mondelēz International- Oreo Soft Cake

Introduction of new retail strategy to drive trial through digital sampling in mini-market chains.

Case study
Oreo, a brand by Mondelēz International, was supported in integrating modern trade channels in their retail strategy in partnership with Grivy. Leveraging omnichannel digital trade promotions, the brand was enabled to activate new consumers for product trials by engaging relevant consumer segments online, with proximity-based mobile-first messaging of appealing offers, to drive footfall offline, at the nearest participating stores.
19>%
Earned media exposure with shares and referrals stimulated by exciting offers by Grivy resulting in happy consumers advocating their choice.
43>%
Users Authenticated enabling to collect and activate first-party consumer data for the brand to base future efforts for growth with laser-sharp targeting.
42>%
In-store redemption of product sample successfully achieved with the dynamic efforts of reaching consumers at relevant moments to drive impulse.
The story
Sweet Creme to fill your heart !
Making its debut in 1912, the signature Oreo cookie took the world by a chocolaty storm with a sweet creme filling sandwiched in layers of delicious chocolate cookie. The iconic brand made its way to consumers’ hearts and continued on a journey to entice consumers with newer variants and products. Oreo Soft cake being one such product was introduced withholding the core essence of Oreo uniquely incorporated in delectable cake, making it an absolute must for chocolate lovers.
Mondelēz International – Oreo Soft Cake
The goal
Entailing to retail renovation to capture lower funnel conversions
With shere optimism towards the end-to-end retail management capabilities of Grivy, Oreo partnered with Grivy with an aim to revamp its retail strategy to drive recruitments at scale and pace. Integrating digital campaign efforts with product gratification at mini-market chains of Alfamart and Indomaret enabled the brand with a mobile-first approach to reach the relevant set of consumers with real-time optimizations to drive trial offline.
The solution
Combating the craving for chocolate with the shortest path to store purchase
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The result
19% consumers’ advocating the joy of trying Oreo Soft cake !
Oreo was able to drive recruitment of new consumers making their launch in new trade channel success with Grivy integrations of :
● Online-to-offline trade promotions capturing intent with exciting offers online to drive purchases offline with location intelligence making it a seamless purchase path.
● Mobile-first messaging successfully capturing consumers’ interest at micro-moments of purchase decisions to initiate impulse and accelerate recruitments.
● End-to-end retail management in partnership with Indomaret and Alfamart, adding to the swiftness in onboarding mini-market outlets across Indonesia enabling product trial at scale with digital sampling.
● Advocacy enabled with shares & referrals allowing consumers’ the chance to share their happy experiences.

Thus helping the brand rise high in reputation with the rightful recognition owing to Grivy mobile-first digital campaign adding to the delightful experience of consumers. Further, the brand succeeded in the retail landscape with location intelligence enabling a swift sway in product purchases.
Mondelēz International – Oreo Soft Cake
PRODUCTS USED
Attributions
Captivate audience attention and enable smart redirects.
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Coupons
Digital-first coupons to redeem products in the offline store.
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Footfall
Call-to-action with location intelligence to find nearby stores.
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Authentication
First-party consumer data collection and activation.
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Advocacy
Share and referrals to drive earned media exposure.
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Grivy was our doorway to achieve relevance in our retail plan with the essential integration of modern trade channels. The digital campaign measuring across user events to enable real-time optimization to tap consumer impulse and achieve accurate results was the key differentiator of our partnership. Our strategy for future growth was greatly benefited with consented consumer data made available to enable dedicated efforts for relevant consumers.
Disa Daniyah
Brand Manager - Oreo

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