OMO: Express it, don't text it

Laundry brand Omo launched a one-day, data-driven digital and social execution to build relevance for a new product variant on Mother's Day in Vietnam.

Campaign details

Brand: OMOBrand owner: UnileverAgency: Mindshare VietnamCountry: VietnamIndustries: Laundry productsMedia channels: Merchandise & free gifts, Online display, Online video, Programmatic display, Search marketing, Social mediaBudget: Up to 500k

Executive summary

Social media has replaced real-life connections. Human bonding has taken a back seat. And we remember our mothers via downloaded photos and borrowed quotes.

On Mother's Day, Omo wanted to inspire Vietnam to have a real-life experience and meaningful family bonding time. The brand wanted to bring Vietnamese families together in real life… not on social...

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