The Media Owner
To re-launch premium laundry liquid OMO Ultimate using a platform that strongly resonated with parents.
OMO created a 6-part video series called Hey Mumma, to talk about real issues facing mums. Hey Mumma profiled four mums from regional markets, and Australian Olympic Champion, Susie O’Neill, as host to talk about six key issues facing parents and their kids today. The series ran across all News Corp’s daily regional media masthead sites, social media and reverse published as a weekly DPS in “Weekend”, in each of its 12 titles.
- 26% increase in top of mind awareness for the brand.
- 43% increase in positive brand affinity.
- 200% increase in consideration of OMO Ultimate.
- 100% increase in brand advocacy.
- 50% of mums took action as a result of the campaign.
- Significant increase in sales for OMO and OMO Ultimate.