Title | DO YOU KNOW HOW MUCH LAUNDRY MOM HAS DONE YOUR LIFETIME |
Brand | UNILEVER – OMO |
Product / Service | HOUSEHOLD LAUNDRY |
Category | B01. Use of Digital in a Promotional Campaign |
Entrant | SAPIENTNITRO Shanghai, CHINA |
Entrant Company | SAPIENTNITRO Shanghai, CHINA |
Advertising Agency | SAPIENTNITRO Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Gaston Legorburu | SapientNitro | Worldwide Chief Creative Officer |
Raymond Chin | SapientNitro | Executive Creative Director |
Yanping Zheng | SapientNitro | Creative Director |
Vivian Yao | SapientNitro | Associate Creative Director |
Yigeng Lv | SapientNitro | Senior Art Director |
Lin Ling | SapientNitro | Copywriter |
Rebecca Lv | SapientNitro | Copywriter |
Yi-Ping Lee | SapientNitro | Director of Client Services |
Eve Xie | SapientNitro | Associate Program Management |
After viewing the WeChat Moments Ad consumers clicked through to a Mobile Optimized H5 Website where via an inspiring Consumers Video they were asked to reflect on the number of clothes their mum has washed for them over the years. After watching the video consumers were then funneled to JingDong where they were encouraged to buy a bottle of OMO and do the washing for their mum on Mother’s Day.
The campaign objective was to recruit new users (by creative massive awareness) and actively differentiate OMO from the competition (by creating emotional brand love). Competition in the home care category is intense, so there is increased pressure for OMO to continually grow sales. So in order to create maximum buzz during Mother’s Day we decided to use WeChat Moments Ads to reach our target audience in one concentrated burst (over 2 days - Friday May 8th & Saturday May 9th).
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
We leveraged targeted WeChat Moments Ads for Friday May 8th & Saturday May 9th (a few days before Mother’s Day). This created mass exposure leading up to Mother’s Day, and helped us reach our target audience throughout the course of their day (via the mobile). After viewing the WeChat Moments Ad consumers clicked through to a Mobile Optimized H5 Website where via an inspiring Consumers Video they were asked to reflect on the number of clothes their mum has washed for them over the years. After watching the video consumers were then funneled to JingDong where they were encouraged to buy a bottle of OMO and do the washing for their mum on Mother’s Day.