We thrive on crafting campaigns that not only generate buzz but also spark genuine connections. We're excited to pull back the curtain on one of our most dynamic and delightful collaborations: the "Stay Playful with OREO x BLACKPINK" campaign.
The Perfect Pair: OREO and BLACKPINK
OREO, the world's original cookie, is renowned for its authentic rituals and ability to spark playful moments. Similarly, the global phenomenon BLACKPINK has carved out its own unique space with an unapologetic and authentic "girl power" energy that resonates worldwide.
Our brief was to bring these two iconic global brands together, leveraging OREO's spirit of sparking playful connections with BLACKPINK's immense influence. The goal was to playfully uplift millions of Asian consumers and K-Pop fans through the launch of two new, exciting OREO x BLACKPINK flavors, all unified under the powerful "Stay Playful" theme. The hashtag #OREOBLACKPINK quickly became the rallying cry.
Unearthing Insights for Maximum Impact
We understood that 2023 would see these two global brands converge to create the ultimate snacking experience, with OREO leading as the purveyor of playfulness in the confectionery scene. Beyond identifying the inherent synergies between OREO and BLACKPINK, we conducted extensive public monitoring on platforms like TikTok. This allowed us to gauge the excitement within the Malaysian BLINK community, identify existing coverage, and strategize how best to leverage this immense momentum and passionate fan base.
Our Clear Objectives:
Our campaign was designed with precision, aiming to achieve several key objectives:
Generate Awareness and Buzz: Actively promote the OREO x BLACKPINK collaboration to create widespread excitement.
Foster Fan Engagement: Create opportunities for OREO to connect directly with its fans through exciting social media campaigns and interactive events.
Drive Product Consideration: Highlight the unique features and delicious flavors of the limited-edition OREO x BLACKPINK variants to capture consumer attention and interest in Malaysia.
A Strategy Steeped in Engagement:
Our strategy was centered around engaging directly with the passionate BLINK community and general K-Pop fans. We sought out opportunities for media and influencers to experience the new products firsthand, allowing them to share their genuine excitement and thoughts with their followers. Furthermore, we designed various digital engagement opportunities across social media platforms to foster ongoing conversations and involve our target audience deeply. These actions were meticulously planned to create a strong presence and ignite excitement surrounding both the product launch and the eagerly anticipated on-ground event.
The Big Idea: "STAY PLAYFUL WITH OREO X BLACKPINK"
Our core idea was to celebrate this special collaboration by inviting local media, influencers, and, most importantly, Malaysian BLINKs to a grand launch event. This not only served as a vibrant party but also powerfully drove OREO’s playful messaging directly to consumers, bringing like-minded individuals and fans together.
Flawless Delivery: The On-Ground Extravaganza
Working hand-in-hand with our client and event agency, we orchestrated a spectacular party at Sunway Pyramid to celebrate the union of the world’s original cookie and the mega girl group, OREO x BLACKPINK. We truly brought OREO's commitment to "Stay Playful" to life by featuring a local K-Pop dance group, a dynamic DJ, and engaging BLACKPINK fans in an exhilarating Random Dance Play. The energy was electric, and the excitement palpable.
Our Unprecedented Achievements:
The "Stay Playful with OREO x BLACKPINK" campaign was an overwhelming success, not just meeting but significantly surpassing all set KPIs:
RM 6,406,015 in PR Value: An incredible achievement, demonstrating the massive media impact generated
535% Over KPI: A testament to the campaign's exceptional performance and reach
11.8 Million People Reached: Ensuring the message resonated with a vast audience across Malaysia
Furthermore, media and KOLs were incredibly receptive to the campaign, resulting in a remarkable 100% positive coverage for the campaign and key message mentions. This highlights the compelling nature of the collaboration and the effective execution of our PR strategy.
Partner with Mad Hat for Campaigns That Resonate!
The OREO x BLACKPINK collaboration stands as a shining example of how strategic thinking, deep audience understanding, and flawless execution can lead to extraordinary results. We are passionate about creating campaigns that not only achieve business objectives but also create memorable experiences for consumers.
Ready to infuse your brand with playfulness and achieve record-breaking success? Contact Mad Hat today and let's craft your next winning campaign!