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.
Marketing...