Creative Execution

Based on our insight, we crafted a rich digital experience and emotional story that encouraged consumers to reflect on how much clothes their mums have washed for them over the years, and repay their love by doing the laundry for them on Mother’s Day. We utilized WeChat Moments Ads to achieve mass exposure. We created a Mobile Optimized H5 Website to showcase our emotional, inspiring story that could be viewed on the go. To ensure that consumers were funnelled to purchase OMO’s products, we integrated our website with the e-commerce platform JingDong.

The campaign was a massive success as it far exceeded KPIs for impressions, page views and video views. Furthermore the campaign also delivering a massive number of comments, shares, new WeChat fans and E-commerce sales (all of which were not official KPIs). All in a 2 day timeframe! Impressions 150,000,000 KPI vs 210,400,000 actual Page views 2,200,00 KPI vs 31,700,000 actual Video views 760,000 KPI vs 8,500,000 actual

OMO’s target audience are moms aged between 25 and 35 years old. They live in a top tier Chinese city, are upper middle class, and have a young child. OMO positions itself as a washing detergent brand that not only removes stains, but also encourages moms to allow their children to play and learn freely. This makes OMO perfectly suited to younger generation moms (post 80s) who believe in more modern, open parenting. Mother’s Day is an important occasion for OMO (as it is a great opportunity to celebrate motherhood), but it is a period of high advertising clutter. In order to create cut-through and maximum buzz during the occasion we decided to leverage WeChat Moments Ads. Our Insight: for Chinese mums, washing their child’s clothes is a thankless, life-long task. But it is one of the many ways they demonstrate their love and affection for their children.