Campaign Summary

OMO, a Unilever brand, marketed its fabric detergent with a message of hope during the Vietnamese holiday season of Tết.

Strategy

Objective

OMO's campaign aimed to:

• Generate widespread buzz and conversation around OMO during Tết.
• Strengthen the bond between OMO and Vietnamese families during this significant cultural celebration.
• Increase brand love, market share, and sales during the Tết period.

Context

OMO has a strong legacy of successful Tết campaigns. With its latest effort, the brand aimed to elevate its approach by creating a more immersive and interactive experience that would resonate deeply with the evolving digital habits of Vietnamese consumers.

Target Audience

The campaign targeted Vietnamese families, with a core focus on those aged 25 to 45 who were the primary decision-makers for household products. This demographic values togetherness, tradition, and hard work, aligning with the campaign's message of "Getting Dirty Sows Hope."

Creative and Media Strategy

The campaign launched with an emotionally charged music video featuring popular artist Hoa Minzy, bringing the "Getting Dirty Sows Hope" message to life. This video was amplified across TV, YouTube, and social media platforms, ensuring widespread reach and engagement. The "Hope Show" partnership with VTV, the national television broadcaster of Vietnam, provided inspiring stories that resonated with the campaign's message, while the interactive content hub and stickers on Zalo, Vietnam's leading messaging platform, fostered daily engagement and elicited user-generated content.

Execution/Use of Media

The campaign seamlessly integrated digital and traditional media to create a cohesive and immersive brand experience. A significant portion of the budget was allocated to digital channels to effectively reach and engage the target audience. This approach allowed for personalized content, real-time campaign optimization, and the development of interactive experiences that fostered deeper connections.

OMO leveraged technology to enhance every touchpoint of the customer journey. The dedicated content hub served as a central hub for information, user-generated content, and interactive experiences like the "Getting Dirty Sows Hope" contest. Social media platforms were strategically utilized to amplify the campaign message, encourage conversations, and foster a sense of community. The partnership with Zalo provided a direct line of communication with consumers through exclusive Tết-themed stickers.

Business Impact

The campaign exceeded its objectives, achieving:

• Viral success. The campaign music video garnered over 32 million views and reached the No. 8 position on the YouTube trending list within three days.
• Widespread engagement. The "Hope Show" attracted over 4.5 million viewers and garnered 1.1 million earned social media interactions. The show was ranked the "Top Favorite National TV Tết Program in Tết."
• Digital dominance. The OMO content hub attracted over 11 million visitors, and its Zalo stickers were used by 2.5 million users.
• Industry recognition. OMO secured its position as the No. 1 FMCG brand with the most prominent social media campaign in January 2024.
• Significant business growth. OMO experienced a remarkable 20 percent increase in both monthly sales value and volume compared to pre-campaign levels. Brand penetration grew by 80 bps, and brand power saw a significant 80 bps increase, further solidifying OMO's market leadership.