OMO DIRT IS GOOD “DYNAMIC AUDIO ADS” ON ANGHAMI
Brand | OMO - UNILEVER |
Product/Service | OMO DETERGENT |
Entrant | UNILEVER Casablanca, MOROCCO |
Category | Innovative Use of Technology |
Idea Creation
|
ANGHAMI Beirut, LEBANON
|
Idea Creation 2
|
CHOUEIRI GROUP Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
MAGNA GLOBAL MOROCCO Maarif, MOROCCO
|
Production
|
ANGHAMI Beirut, LEBANON
|
Background
The detergent category is a stagnant and very competitive category. OMO launched its new philosophy “Dirt is Good” and wanted to increase reach, engagement & have meaningful interactions with modern Moroccans.
Campaign Objectives:
• Increase market shares by 0.5% & sales by 5%.
By Focusing on Brand Equity KPIs
o Top of Mind, 26%
o Omo Cleans clothes thoroughly, 67%
o Omo believes that children develop when they are free to get dirty ,63%
Describe the strategy
In Morocco, Laundry habits have been always linked to day of week were women set the schedule and run the show. In a market where the use of in-home washing machines and dryers (46%) is lower than in any other region, to create awareness and increase market share we had reach out to audience and speak to them personally based on factors influencing their laundry habits and who they are.
Our bull's eye target audience are Moms, specifically, the "Baby Shark" Moms, women balancing jobs, child rearing, household responsibilities and social activities.
Omo gained insights into the user’s time, name, and music preference. Accessing the user’s data helped us in personalizing audio messages and resulted in 558 Ad variations.
Describe the execution
The campaign ran for a period of 6 weeks to complement the Omo “Dirt is Good “campaign.
Dynamic audio ads mentioned the name of the user, the day of the week, the time of day, and a customized background music based on the song that the user was listening to before the ad, resulting in 558 personalized ad variations served to Anghami users. This seamless and personalized integration was made possible based on Anghami's extensive data and real time targeting capabilities.
Given the scale of the platform in Morocco (1M loyal active users / Month) audio ads were launched exclusively on Anghami and we managed to reach 61% of the female audiences (Source:Anghami). Most engaged users were Women on the Weekend during the Evening. (Source:Anghami).
List the results
Media Results: (Source: Anghami)
1. 2.5 Million Audio Impressions.
2. 190K Clicks.
3. 7.5% Click Through Rate (CTR). 4X higher than the average benchmark.
4. 558 Ad variations .
Brand Equity Results: (Source: Digital Media Services)
5. 45% Ad recall uplift, exceeding MENA Benchmark of 33%.
6. 30% Uplift in Favorability, exceeding Mena Benchmark of 24%.
Business Results:
1. Increase market shares by 1.6% (Nielsen Retail Audit)
2. Morocco Sales increased by 19.8% from Q2 to Q3 2019. (Unilever Internal Data).
3. Brand Equity KPIs: From H1’19 to Q3’19. (Millward Brown).
o Top of Mind increased by 6% to reach 31%.
o Omo Cleans clothes thoroughly increased by 7% to reach 72%
o Omo believes that children develop when they are free to get dirty increased by 4% to reach 66%.
Credits
Elie Abou Saleh |
Anghami |
Vice President |
Ayda Tarek |
DMS |
Project Manager |
Sabine Oneissy |
Anghami |
Project Manager |
Mohammed Al Ogaily |
Anghami |
VP - Product |
Daniel Chelala |
Anghami |
Ad Solutions Executive |
Hossam El-Gamal |
Anghami |
VP - Egypt & North Africa |
Georges Rouhanna |
Anghami |
Audio Production Specialist |
Islam Gamal |
DMS |
Sales Director |
Sara Yousry |
DMS |
Account Executive |
Sandy Hanna |
Anghami |
Art Director |
Farid Saade |
Anghami |
Motion Graphic Designer |
Yara Mrad |
Anghami |
Copywriter |
Yassine Chaouki |
Magna Morocco |
Media |
Hicham guessous |
Magna Morocco |
Media |
Hicham guessous |
Magna Morocco |
Media |
Lamia Naguib |
Unilever |
Client |
Links
Video URL