Creative Execution

We took a mobile-first approach that leveraged WeChat (China’s largest mobile social platform) and JingDong (a leading mobile e-commerce platform). Users viewed an OMO ad on their WeChat Moments newsfeed. After viewing the ad, they clicked through to a Mobile Optimized H5 Website where, via an inspiring consumer video, they were asked to reflect on the number of clothes their mum has washed for them over the years. After watching the video, they were then funnelled to JingDong where they were encouraged to buy a bottle of OMO and do the washing for their mom on Mother’s Day.

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

Mother’s Day is an important occasion for OMO, as their core target is young mums. And although the occasion is a great opportunity to celebrate motherhood, it is very cluttered. Each year hundreds of brands from every category (from healthcare, skincare and even soft drinks) try to take advantage of the occasion to advertise their products. The campaign objective was to recruit new users (by creative massive awareness) and actively differentiate OMO from the competition during Mother’s Day (by creating emotional brand love). So in order to create cut-through and maximum buzz during the occasion we decided to leverage WeChat Moments Ads (a new advertising medium on WeChat – China’s hottest mobile social platform) to reach our target audience.