Omo: Mother's Day Wechat Campaign

This case study describes how the washing powder Omo combined heart-warming content with mobile, social media and native advertising activations to engage young progressive Chinese mums.

Omo: Mother's Day Wechat Campaign

In 2015, Omo's mission is to strengthen the emotional bonding with young progressive Chinese Moms. Meanwhile, we have had to find new ways to transform a low involvement category that has been dominated by traditional mass. To capture the hearts and minds of our young moms, we decided to combine heart-warming content with mobile, social media and native advertising activations. By using personal channels with high penetration among moms we wanted to create a stronger connection to our target audience, and hence build OMO's brand love and engagement, while building significant levels of awareness.

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