OMO: The Gentle Translator

Laundry detergent brand OMO Gentle on Skin linked the dual powers of AI and social in an activation that boosted penetration in Vietnam.

Campaign details

Brand: OMOBrand owner: UnileverLead agency: Mindshare VietnamContributing agencies: Biz Eyes, Creative HuntsMarket: VietnamIndustries: Laundry productsMedia channels: Merchandise & free gifts, Sales promotion, Social mediaBudget: Up to 500k

Executive summary

Laundry detergent brand OMO Gentle on Skin has been facing challenges in gaining penetration among mums with small kids in Vietnam. It wanted to strengthen its brand proposition of providing gentle care to babies by tapping in to Christmas, the gentlest occasion of the year.

It's a well-known fact that babies cannot show their...

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