OMO / Saudi ArabiaSocial · Events & Sponsorship
Dare to Stain & Play On.
OMO relaunched in Saudi Arabia around women's football, telling the stories of female players and inviting fans to join challenges on TikTok, YouTube and Instagram.
- Brand
- OMO
- Agency
- Code8
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
OMO's profitability was slipping and the brand needed to reconnect with shoppers who now chose detergents mainly on stain removal. Women footballers, meanwhile, got little visibility or support.
The idea
Code8 built 'Dare to Stain & Play On' as content following the journeys of Saudi female footballers, made with women athletes and sports advocates, plus challenges and grassroots participation aimed at Saudi women aged 25 to 45, young female athletes and football fans. PHD Media handled media, with Football CO and DMS also credited.
Results
- 47.9 million views of branded videos, according to the WARC case summary
- 51% view-through rate on TikTok, according to the case summary
- 926 user-generated submissions, according to the case summary
Case study source: MMA Smarties (WARC) Source ↗
Awards
- MMA Smarties KSA 2025KSA - Product and/or Service LaunchBronze
- MMA Smarties KSA 2025KSA - Creator / Influencer / Celebrity MarketingSilver
- MMA Smarties KSA 2025KSA - Social Media MarketingBronze
- MMA Smarties MENA 2025 Silver
- MMA Smarties MENA 2025 Bronze
Credits
- Creative agency
- Code8
- Media agency
- PHD Media
- Additional company
- Football CO
- Additional company
- DMS
- Managing Partner, Code8
- Carlos El Khoury
- Account Director, Code8
- Sami Safadi
- Executive Creative Director, Code8
- ZorZi El Hoyek
- Associate Creative Director, Code8
- Sarah Salem
- Associate Creative Director, Code8
- Jean Dib
- Head of Strategy, Code8
- Priya Madhu
- Associate Creative Director, Code8
- Tamer Kashouqa
- Senior Director, PHD Media
- Ban Samara
- Head of Digital, PHD Media
- Mazen Mansour
- Media Manager- Planning, PHD Media
- Shahira Ashour
- Senior Executive - planning, PHD Media
- Paula Fory
- Senior Manager - Biddable Media, PHD Media
- Konrad Foote
- Senior Manager - Biddable Media, PHD Media
- Praveen Ramasamy
- Manager - Technology & Measurement, PHD Media
- Ankit Singhal
- Digital Lead, Football CO
- Guy Harfoushe
- Digital Lead, Football CO
- Elisa Heredia
- Digital Lead, DMS
- Sophie Rizk
- Marketing Manager, Unilever
- Aisha Kandil
- HC Media Lead, Unilever
- Firas Salman
- HC ARABIA Director, Unilever
- Sarah Qazi
- HC Trade Marketing Lead, Unilever
- Rand Al Murad
