DO YOU KNOW HOW MUCH LAUNDRY MOM HAS DONE YOUR LIFETIME

TitleDO YOU KNOW HOW MUCH LAUNDRY MOM HAS DONE YOUR LIFETIME
BrandUNILEVER – OMO
Product / ServiceHOUSEHOLD LAUNDRY
CategoryB01. Use of Digital in a Promotional Campaign
EntrantSAPIENTNITRO Shanghai, CHINA
Entrant Company SAPIENTNITRO Shanghai, CHINA
Advertising Agency SAPIENTNITRO Shanghai, CHINA

Credits

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

Brief Explanation

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 Brief

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).

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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.