OMO believes that dirt is good. Getting dirty is how kids learn, express, experience, and grow. But in South Africa, challenges of child-headed households and poverty mean that kids don’t always get the chance to be kids. OMO has a deep desire to make a difference, engaging OMO households, enabling their children and saying thank-you for the loyalty of their consumer. Our solution - the OMO Loyalty programme, a 5-tier rewards programme that rewards consumers for buying OMO, and the more bags you buy, the more rewards you receive. What better way to execute it than via mobile, creating a “virtual loyalty card” on every OMO consumers’ mobile phone. The technology used needed to be accessible to every consumer – with only 16% smartphone penetration, the familiar technologies of voice calls, USSD and SMS created the platform for easy, affordable engagement with the OMO brand. The programme was simple - Consumers buying OMO each received a unique code in 2kg bags, and entered these free via USSD. Entering their code, participants receive a call back from Nkanyiso, the OMO brand ambassador – an exciting interactive experience that engaged consumers with the OMO brand, and gathered profiling information to build the OMO database. Each consumer was asked to actively provide their permission for further contact from OMO. After entering, consumers received tiered rewards of bursary prizes, guaranteed airtime and school clothes vouchers, with growing rewards for every bag purchased! Every month, we sent them a reminder about their next reward – just by buying another bag of OMO, they’d receive rewards of free airtime or a voucher to redeem free school clothing for their children!

Results were exceptional. We had over 2.7 million entries – awarding hundreds of thousands of school shirts and socks to happy OMO moms. Consumers responded by buying more OMO more often – the average consumer entered 3 times. In addition, we strengthened our database, which now connects OMO with almost 20% of its households! The end result: +20% volume growth on OMO over 8 months, and R3.50 return on investment for every R1 sent. And in households all over South Africa, over a million kids are able to learn, experience, express, grow and get dirty all over again. Thanks to OMO.