News Corp & OMO

The campaign objective was to re-launch premium laundry liquid OMO Ultimate using a platform that 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 resonated with parents.
The Execution
OMO created a 6-part video series called Hey Mumma, to talk about real issues facing mums. Hey Mumma took 4 mums from regional markets, and Australian Olympic Champion, Susie O’Neill, as host to talk about 6 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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