The Campaign

Chinese TV audiences are down 25% over 5 years, people watch more TV shows than ever, but are watching them on digital devices. In some cities, video is bigger than TV, for instance, WuHan is TV about 60% vs. video 75% and SuZhou is TV 55% vs. video 69%. This has also led to of a dramatic increase in branded content opportunities, however with constraints on number of programs this has driven a rise in the cost of branded content sponsorship on TV, further pushing brands to explore online content as an effective way of reaching and engaging their audience.

Results

Mother's are normally only remembered on Mother's Day. Once a year, on this particular day, we spend our time, effort and money to acknowledge and celebrate a mother's undevoted love, support, sweat and tears. And share that on social media. However, a mother's job is 365 days a week, typically with no sick days or annual leave, and rarely publically recognized or appreciated.Combining heart warming content with mobile social media native advertising enabled OMO to increase awareness, build brand love and drive engagement in social. Mobile social was the key component to drive engagement and amplify OMO's mothers day content.

With our audience spending more time spent on mobile and more willing to engage through social media, OMO must find new ways to transform a low involvement category. OMO's Mother's Day video was produced to recognize and thank our mother's for their hard work in the past years, while allowing us, the kids - to grow up, play and learn, through our childhood into adulthood. The campaign was launched on WeChat Moments a few days before Mother's Day to maintain top of mind throughout the weekend. This emotional and sentimental video was produced and launched on WeChat's Moments ad feed.

OMO's Wechat native ad feed generated over 210 million views, driving over 5 million video views through Wechat within 3 hours of launch. The ad feed attracted over 800,000 comments, 350,000 likes, and an increase of 190,000 WeChat fans following OMO’s WeChat account. Amounting to an average Cost per Fan of RMB 1.70 and a 10x higher CTR for Wechat in feed ads of 15% vs 1.5%.

As OMO's target audience are young women and mothers, OMO captured the theme and emotional appeal between Mothers and their now, adult-children, to create a brand leader positioning through a Mother's Day branded video. OMO's Mother's Day video was produced to recognize and thank our mother's for their hard work in the past years, while allowing us, the kids - to grow up, play and learn, through our childhood into adulthood. The campaign was launched on WeChat Moments a few days before Mother's Day to maintain top of mind throughout the weekend.