OMO / السعوديةالتواصل الاجتماعي · الفعاليات والرعاية
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.
- العلامة التجارية
- OMO
- الوكالة
- Code8
- السوق
- السعودية
- المنطقة
- السعودية
التحدي
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.
الفكرة
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.
النتائج
- 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
مصدر دراسة الحالة: MMA Smarties (WARC) المصدر ↖
الجوائز
- MMA Smarties KSA 2025KSA - Product and/or Service Launchبرونزية
- MMA Smarties KSA 2025KSA - Creator / Influencer / Celebrity Marketingفضية
- MMA Smarties KSA 2025KSA - Social Media Marketingبرونزية
- MMA Smarties MENA 2025 Silver
- MMA Smarties MENA 2025 Bronze
فريق العمل
- الوكالة الإبداعية
- Code8
- الوكالة الإعلامية
- PHD Media
- Additional company
- Football CO
- Additional company
- DMS
- الشريك المدير، Code8
- Carlos El Khoury
- مدير الحسابات، Code8
- Sami Safadi
- المدير الإبداعي التنفيذي، Code8
- ZorZi El Hoyek
- المدير الإبداعي المشارك، Code8
- Sarah Salem
- المدير الإبداعي المشارك، Code8
- Jean Dib
- رئيس التخطيط الاستراتيجي، Code8
- Priya Madhu
- المدير الإبداعي المشارك، 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
- مدير التسويق، Unilever
- Aisha Kandil
- HC Media Lead, Unilever
- Firas Salman
- HC ARABIA Director, Unilever
- Sarah Qazi
- HC Trade Marketing Lead, Unilever
- Rand Al Murad
