Campaign Summary

Unilever's OMO brand of laundry capsules earned the No. 1 market position in its vertical with a cross-channel campaign that blended the digital and the physical to deliver a holistic and powerful brand message.

Strategy

Objective

With this campaign, OMO aimed to:

• Drive Awareness and Trial. Introduce Vietnamese consumers to the new OMO laundry capsules and their benefits.
• Overcome Hesitancy. Combat consumer resistance to adopting a new laundry format.
• Gain Market Share. Establish OMO as the leading brand in the laundry capsule market.

Key performance indicators included reach, engagement, buzz generation, sales, and market share growth.

Context

OMO aimed to disrupt the Vietnamese laundry market, which was saturated with basic solutions and characterized by consumer reluctance toward new products. The launch of OMO Capsules required a compelling campaign to overcome these challenges and drive adoption.

Target Audience

The campaign targeted modern Vietnamese consumers, particularly busy individuals and families, who seek convenient and effective laundry solutions. They are digitally savvy, active on social media, and receptive to innovative products.

Creative and Media Strategy

The campaign's success stemmed from its ability to communicate the product's value proposition in a clear and engaging way. The "Tiny but Mighty" concept resonated with the target audience's desire for convenience and efficacy, while the integrated media approach ensured widespread reach and engagement.

Execution/Use of Media

The campaign seamlessly blended online and offline activations to create a holistic brand experience. Online channels, including social media and e-commerce platforms, drove awareness and product education. Offline activations, featuring interactive AR experiences, provided tangible product demonstrations and fostered engagement.

The multi-channel online push, which utilized high-impact placements and engaging content, effectively introduced the Tiny but Mighty message to a wide audience. Offline, innovative AR experiences at interactive booths and pop-up stores allowed consumers to experience the product's benefits first-hand, driving trial and purchase intent.

Business Impact

OMO entered a competitive laundry market with a new product format facing consumer skepticism. The success of the campaign was crucial for establishing the brand in the premium laundry segment.

The campaign exceeded objectives, achieving:

• A reach of more than 13 million, demonstrating the campaign's extensive awareness generation.
• Market growth of 128 percent, driving significant expansion of the laundry capsule market in Vietnam.
• Obtaining the No. 1 market position, establishing OMO as the dominant player in the laundry capsule category.