OMO "It's All Good" E-commerce Campaign

Overview

“OMO sought to enhance maximum brand visibility to women aged 18 and older, with the primary goals of driving traffic to their e-commerce site and encouraging online purchases. The "It's All Good" campaign ran from January to February 2023 in Kenya, promoting OMO Bleach products with messaging around fresh fragrance and stain removal power. By implementing innovative targeting tactics through Suss Programmatic technology, the campaign was able to precisely reach the intended audience while maintaining cost efficiency. ”

Targeting Precision

The campaign implemented a multi-channel advertising strategy to maximize engagement and reach. Leveraging digital platforms like search engines and social media alongside traditional TV and radio channels resulted in delivering ads to the right audience at multiple touchpoints throughout their day.

The creative messaging focused on the "Switch to OMO Bleach" call-to-action, emphasizing the product's "tough on stains with fresh fragrance" value proposition. This clear messaging resonated strongly with the target audience of women aged 18+ who are primary household purchasing decision-makers.

Re-targeting strategies were effectively utilized to re-engage users who had previously interacted with the brand but had not yet converted. Additionally, programmatic advertising optimized the ad placements in real-time, ensuring that the ads were shown to the most relevant users, significantly enhancing the overall campaign performance.

The innovative "Mirrors" targeting technology proved particularly effective, allowing for precise demographic targeting beyond standard parameters. This approach delivered advertisements specifically to female audiences with household purchasing power, ensuring messaging reached the most relevant potential customers.

Channels Used

• Suss Programmatic (Mirrors Technology)
• Facebook Ads
• Television
• Radio
• E-commerce Site Banners

Campaign Results

• 910,695 impressions across all channels
• 5,744 direct link clicks to the e-commerce platform
• 0.63% click-through rate, above industry benchmarks
• 32% increase in e-commerce site traffic during campaign period
• 27% growth in online sales of OMO Bleach products