OMO needed to credibly enter a new territory – sport – and translate that in a way that is emotionally relevant to everyday South Africans. The goal: shift the brand from functional to cultural, and build long-term resonance across digital, earned and above-the-line media.
OMO set out to do more than launch a campaign – it aimed to spark a movement. Partnering with Caster Semenya marked the brand’s bold first step into sport, using her journey to redefine everyday resilience. By aligning with iconic moments like the Comrades Marathon and stories of perseverance, OMO positioned itself not just as a fabric care brand, but as a cultural catalyst for the “Unbeatable Spirit.”
From Harvard to the Comrades Marathon and a bold Bona Magazine cover, OMO brought its “Stay Unbeatable” message to life through a full-funnel strategy. With 38M+ video views, 111M Meta impressions, and a real-time content engine, the brand showed up with purpose and consistency. PR led the charge, driving R9.8M+ in earned media and 120+ coverage pieces, cementing OMO’s place in sport and cultural storytelling.
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