OMO: Fast Kids Maths

 

Client:  Unilever
Product: OMO washing powder
Category: Health & Beauty
Country: South Africa
Year: 2015

 

Campaign Summary

South Africa has one of the lowest ratings for math education in the world, and the country came under the spotlight after a World Economic Forum global competitiveness report revealed it ranked 144th out of 144 countries for mathematics and science teaching.

The OMO consumer’s children are the most important thing in her life and she works hard to give them a better life than she had.  She wants them to study and have a good education that will help them find a good job -- however, there are some big challenges in South Africa’s education system, limiting children from achieving their full potential. That's why the brand developed OMO Fast Kids Maths, to help address this critical need.

 

Objective and Context

To help with this critical need, Unilever developed OMO Fast Kids Maths, to help kids improve their math ability, despite the weaknesses in the South African education system -- and by doing this, getting kids ready for life.  The job to be done is to get kids to register for OMO Fast Kids Maths by driving registrations, and secondly by achieving engagement in the OMO Fast Kids Schools Challenge.

“The intention is to further complement the efforts of educators to address the critical skills gap in South Africa in terms of producing future generations of individuals that are proficient in math,” said Andrew Mysell, OMO Marketing Manager at Unilever.

The target for the launch was moms in LSM B (Living Standards Measure), ages 25-55 -- and their children ages six and up. This group is largely feature phone users.

From the brand’s perspective, the launch of OMO Fast Kids was a way to be more differentiated in the highly competitive washing powder market with its reliance on regular discounts and value ads that sway consumer loyalty.

Historically, OMO has used airtime to reward consumers' loyalty, however, many brands have replicated this idea and there was a need to change the digital rewards and make them more differentiated and better integrated with OMO’s brand purpose. In fact, the OMO Fast Kids effort took its cue from the brand’s earlier airtime rewards campaign. The cost of airtime rewards was R3 per reward, and airtime is also a reward that any brand can offer and does not necessarily build brand love at a deeper level. OMO Fast Kids costs less than R1 per reward and has a much higher perceived value to the consumer.

OMO’s brand purpose is to “unlock human potential” and in so doing develop brand love. The OMO Fast Kids project helps children to achieve their full potential by providing them with a mobi-site on their phones to improve their math literacy, in a format that replaces the traditional airtime rewards for purchase.
 

Creative Strategy

OMO Fast Kids Maths is an interactive online learning platform for mobile phones, tablet devices and desktop browsers intended to expose children up through university entrance the foundations of mathematics. These include number bonds, timetables and general arithmetic through the use of drills.

OMO calls on parents to play an active role in their children’s education by encouraging them not to shy away from math and science. The platform is designed to cater to various levels of educational experience and mathematical aptitude; hence, it can be used by people of all ages looking to improve their basic mathematical foundation.

Its virtual rewards mechanism encourages regular engagement and user effort. As a child practises math, tokens are earned and can be used to gain vouchers and coupons. On signing up, access to the app for the first 30 days is free. For more free access to OMO Fast Kids Maths, specially-marked OMO packs can be purchased for additional access tokens. With the potential to win one of five bursaries (school fees for a year to the value of R10 000), fans are encouraged to sign up and register their kids to start having fun by practicing their math skills.

The OMO Fast Kids site is live at  www.omo.co.za/fastkids.

To drive users to the OMO Fast Kids Maths mobi-site, the approach was to focus on a paid media effort to drive acquisition via social, mobile and search. Eighty-six percent of current traffic on the site is via mobile phones and 73 percent of that is via feature phones, meaning media had to be directed to mobile devices.

The cost per registration was driven by a number of media partners, including: inMobi, Opera Mediaworks, Adclick Africa, Adtoro Media, Money4Jam, Mark1, BBM & Thumbtribe Media.

Media channels selected were:

  • Mobile network media banners, targeted to women ages 25-55 by focusing on targeting female interest and parenting sites and apps.
  • Display and text ads on mobile networks, which were used to enable the brand to connect with the target audience across multiple sites, apps and devices. Handset and device targeting reached users in both the LSM A & B target market.
  • The Opera mini browser, which was used to target LSM B users with interstitials by handset and time of day. Users were driven to the OMO Fast Kids app.
  • Ad-sponsored Internet at taxi stands and train stations, which enabled commuters to access 20 minutes of wifi connectivity per session. In order to gain access, commuters had to click through a series of ads and downloads which would drive them to the OMO Fast Kids app.
  • On Facebook, posts offering a trial targeted using a look-alike audience match of mobile users.
  • Regional radio and schools flyers, which were used to drive people to the mobile site to register and to build awareness that would support direct messages.
  • Direct messages that were sent to all 350,000 OMO handwash mobile users in the Greater North West region database.
  • Mxit, which was used to reach 125,000 women ages 25-50, driving them to the app using targeted splash-screens.
  • Search on Google, ensuring the app was easy to find.

The campaign was creative in its use of basic feature phone functionality, to offer a fulfilling experience. The campaign also took an innovative approach to the value-add offered, since it offers an incentive that has a real value, at a lower cost than other incentives.
 

Results

In just three months, the following results were achieved. There were:

  • 31,441 registered learners.
  • 21,913 registered parents.
  • 5000 Real Rewards issued.
  • 494,849 unique website visits.
  • 4,000,000 page views.
  • An average time on site of five minutes and 30 seconds, with a minimum of five page views per visit.

The OMO Fast Kids programme is allowing the brand to stand out from the crowd by developing real brand loyalty. Going forward, OMO would like to create a digital ecosystem of tools for moms to use to unlock the potential of their children, eventually adding in science and reading in addition to math.


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