OMO: Moms and kids enjoy the first ever gentle cloth book

OMO, a detergent brand, launched a mobile campaign in Vietnam to increase brand awareness and market share of the OMO 'Gentle on Skin' variant.

Campaign details

Brand: UNILEVER Vietnam/OMOLead agency: Mindshare&Click Media Region: APAC

Objectives

OMO, the leader brand in the fabric cleaning category in Vietnam has always enjoyed strong equity of 'Tough stain removal'.

With rising consumer purchasing power and rising affluence, consumers are now looking for more evolved benefits and total brand experience. Premium share of sales in Home Care is 9% but growing at 35% in Home Care. (Nielsen Retail Measurement Sales Data 2015).

The fabric cleaning category is seeing increasing demand with additional value added benefits with strong emotional drivers.

OMO in-order to stay relevant...

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