OMO & News Corp

To re-launch premium laundry liquid OMO Ultimate using a platform that strongly resonated with parents.

The Brand

OMO

 

The Media Owner

News Corp

 

The Objective

To re-launch premium laundry liquid OMO Ultimate using a platform that strongly resonated with parents.

 

The Execution

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.

 

 

The Results

  • 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.

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Boomtown News

Don’t miss any of the action. The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.1 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.

Don’t miss any of the action.

The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.1 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.