- How OMO turned a laundry brand into a cultural movement
- 148 million in reach, R9M earned media value, and sky-high sentiment
- Why culture is the most powerful marketing strategy today
- Actionable insights for marketers
In today’s saturated market, brands can no longer rely on flashy creative or product features alone. Real influence happens when brands insert themselves into culture, not superficially, but authentically, meaningfully, and with purpose.
OMO South Africa’s recent #StayUnbeatable campaign is a masterclass in doing just that and winning.
Why This Campaign Worked: Culture Over Convention
OMO, a household laundry brand, teamed up with Sports icons Caster Semenya, SA Rugby, and later Gerda Steyn to champion resilience and identity. At face value, this might seem like an unlikely trio. But they all have a story to tell, and the result was one of South Africa’s most culturally resonant campaigns in years.
The culture of Sport has proven to be one of the few forces powerful enough to transcend race, language, and history in South Africa. It has demonstrably united a nation through shared pride, resilience, and the belief that we are stronger together.
By inserting itself into the cultural narrative of South African sport, and amplifying its psycho-social dynamics, OMO moved beyond its traditional role and became a symbol of inner strength. The campaign’s rallying cry: “Stay Unbeatable”, didn’t just speak to tough stains. It echoed national conversations around perseverance, self-empowerment, and pride.
Key Insight: Consumers didn’t just see a detergent. They saw themselves.
The Impact: Beyond Sentiment, Measurable Results OMO’s campaign wasn’t just powerful it delivered
- Potential Reach: 148 million
- Earned Media Value (EMV): R9 million
- Social Media Engagement: 230K+
- Influencer Reach: 13.6M+
- Video Views: 1.4M+
- Brand Sentiment: Overwhelmingly positive
From headlines and features in YFM, SABC News, YOU, 5FM, BONA, Drum, City Press, Sunday Times, BizCommunity, The South African, eNCA, IOL, Newzroom Afrika, the campaign became more than media, it became movement.
This is how brands win today:
- Speak with emotional fluency, not just product utility.
- Align with real cultural icons and lived experiences.
- Create moments that are felt, not just seen.
- Don’t just sponsor a cause, stand with it.
Culture is the New Frontier of Marketing
In 2025, branding is no longer about being seen, it’s about being felt. Consumers are tired of inauthentic narratives. They’re craving brands that reflect their truth. OMO’s success shows us you don’t need to manufacture meaning. You need to mirror it.
So, the next time you ask how to connect with your audience, don’t look at ad trends. Look at their lives. OMO didn’t sell a product. They stood for a people.
And that’s unbeatable.
CSA.GLOBAL was proud to be the PR Partner with DENTSU Creative for Client Unilever on this campaign.
#OMO #StayUnbeatable #CultureMarketing #CSA.GLOBAL #BrandStrategy #MarketingLeadership