OMO's target audience are progressive and multi-faceted women and mothers. They seek a balance between life and work. A mother’s work is endless, starting before the household wakes up, and stoping when the family goes to sleep. While their job is 365 days long with no holidays, they are seldom celebrated, acknowledged, or rewarded. OMO felt this needed to change.

With this audience in mind, we wanted to give a chance for the now adult kids to really tell their mothers how much they care. We created a branded Mother’s Day video 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, from our childhood into adulthood. The campaign was launched on WeChat Moments a few days before Mother's Day, to ensure top of mind throughout the weekend.

We produced an emotional and sentimental video and launched it on WeChat's Moments ad feed (think of this as a pre-roll on your Facebook newsfeed) as one of the first brands allowed into this space in China. The video was released only a few days prior to Mother’s Day, to remind sons and daughters to acknowledge their Mothers on this Mother’s Day.

Through a second round of interactive videos we asked:

“All these years, have you ever washed your mom’s clothes for her?”

“And all these years, how much dirty clothes your mom has cleaned for you?

“What have you done for her?”

Execution was intended to stimulate debate comments, sharing, engagements and drive to e-commerce (where it just happens these grown up kids could send their Mum’s a gift of Omo).

The campaign successfully lifted brand equity in 2 vitally important aspects

- Believe children develop best when they’re free to get dirt increased by 23%

- Message association 99 stains = 99 growing opportunities increased by 27%

The viral effect drove video views to 5 million within 3 hours of launch; total daily video views exceeded 50 million, where over 210 million views came from the WeChat Moments ad feed. The ad feed attracted over 800,000 comments, 350,000 likes, and increased the number of WeChat fans by 190’000.

The campaign exceeded estimations: 900% more than estimated clicks. 44% more than estimated views. 10x higher CTR than average WeChat Moment ad feeds, at 15%.

Users post video views:

- 19.1% viewers increased brand favorability towards OMO

- 11.8% viewers more likely to buy OMO

- Increased UBA by 271%

- 74% of female viewers particularly liked and fond of the OMO video