OMO and the QinaNdoda campaign

OMO’s #QinaNdoda campaign is a warm example of a brand meeting people on more than the product. It celebrated men who take an active role at home, promoted the powder, and carried a social message people could stand next to. WhatsApp made it easy to join, send a till slip, and feel part of something larger than a promotion.

Why it worked

• It empowered people. This was not only a sales drive. Celebrating men who challenge the old roles at home created a real emotional connection with the brand.
• The reward was instant. Airtime, back quickly on WhatsApp, kept people engaged. The gratification was part of the enjoyment.
• It built a community. A shared value, around who does the work at home, gave participants a reason to feel they belonged, and the loyalty followed.

When the marketing lines up with a value people already hold, the campaign can drive sales and still leave a relationship behind. The slip keeps the reward tied to a purchase. The chat carries the message. Instant rewards of this kind go out through SmartRewards.

To plan one, email andrew@brazenlabs.co.za. The short version of how these campaigns work is in till slip campaigns explained.