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Oreo is one of the global brands that has shown how the creation of local strategies is a creative success to communicate with the consumer.
These strategies, such as a kermés, are possible thanks to the innovation that has been achieved in the technology sector in how to communicate brands with the smallest consumers at home, as we made known with Children’s Day: 3 questions that every marketer asks has done, finally resolved.
Children’s Day is a mandatory date in marketers’ calendars, because it is an opportunity for brands like Oreo to land creative strategies such as a digital kermesse.
Within Mexico, the celebration of Children’s Day has been a key guideline to activate promotions and creative strategies such as Oreo, which allow us to understand current consumption.
The competition of Airing He kept looking at the brand of cookies (made with glucose syrup, one of the most controversial sweeteners on the market), because he had the idea and ended up executing it, to organize a digital kermesse to take advantage of Children’s Day and not to run out of activation for this important date, which in Mexico has been a key opportunity for creative activations and strategies to be launched on the market that have a very important objective, responding to reality and giving options to the consumer.
The latter makes sense when you have to make local strategies for global brands and situations such as a contingency and direct activations to the smallest consumers in the house at the time, forcing the development of solutions without waste.
Just yesterday we realized Children’s Day: 3 questions that every marketer has askedfinally resolved, as Paul Duranonahead of Marketing & Communications at Kids Corp, has come up with solutions designed to give young consumers options to interact with brands through creativity and on this occasion, Lorraine BullSenior Manager of the Cookies category at Mondelez Mexico, explains how to take advantage of a date and not fail in the attempt.
Merca2.0 – From the range of options in terms of events, why did you choose a kermesse?
Lorraine Toro – One Kermes It is a celebration deeply rooted in Mexican culture, and that the vast majority of us live in our school years and connects us with our inner child. Regardless of the generation to which you belong, surely you had to enjoy a kermesse where you could get married in the civil registry, compete for fun prizes and eat delicious food.
In line with our reason for being as beloved brands that generate human connections, we sought an innovative experience that at the same time allowed our consumers to feel that emotion of those days of fun, where we changed the school uniform for normal clothes and everything was a celebration. for him Children’s Day.
That is why we decided to create an experience for and by our fans of Airing, with a face-to-face component and that could be enjoyed nationwide via streaming. That is the importance of our hosts, we knew that they had to be specialists in bringing smiles, spreading fun and achieving connections between people, no one better for that than Yslas Vlogs, Fercha Pacheco, Esen Alvarado, Yurem and Ale Hervi.
How long did the full development of the digital kermesse take and what did you avoid (what were the donts) in this event?
LT – The planning of the project took approximately three months. We knew that in 2022 we would face a scenario where people already attend face-to-face events, but streaming platforms are still very present both at work and during leisure hours, since they are already part of the new reality. During the planning time we evaluate the different possibilities to carry out the event.
One of our priorities is to create a fun and safe environment for everyone, which is why we decided to hold the kermesse in digital format for consumers, because they are the most important thing for us. It was essential for us to be able to make this event accessible to all Oreo fans; One of the advantages of the digital format is that everyone who wants to can connect to the broadcast, unlike a face-to-face event, where space is very limited.
Among the aspects that we took care of, in addition to all the hygiene and safety measures for the talent and staff present at the kermesse, was creating a family experience, fun and with options for everyone to enjoy, such as kermeses.
Merca2.0 – Regarding the celebration of Children’s Day, after 2 years of not being able to hold events, in general terms, what do you think brands should communicate in activities of this type?
LT – I believe that the most important thing is to understand and learn to live in our new hybrid reality, and from there seek all possible ways to offer the best brand experiences and remain relevant in the minds of our consumers. Without a doubt, it is a challenge for all of us to adapt to these new rules of the game, but we must bet on innovative and disruptive activities, taking care of the participants at all times.
Undoubtedly, a great strength that we have as a company is the roots and connection of our brands, something that we have taken advantage of to talk about fun, and moments of sharing with family and friends, which are the reason for our products. Faced with a landscape that has changed, it is important to continue communicating what makes us different as brands, to reinforce to consumers that we will continue to be there for them.