In the background of an economic downturn, the Tet holiday, a time traditionally filled with joy and gratitude, faced a noticeable shift. The absence of the 13th-month salary, widespread layoffs, and a cautious approach to spending have significantly altered this festive season. OMO have observed that though “hardful”, “toughness”, “sadness” keywords are mentioned throughout the year, many people may reduce expenses, limit festivities during Tet, but through relentless work, they have not given up on continuing to strive and hope for a brighter future. Therefore, their clothes’s dirt marks aren't a harbinger of negativity, but rather an emblem of their relentless endeavor. Together with “Dirt for Good” platform and mission, which was familiar with consumers over years, OMO transforms it into “Dirt is Hope” to adapt with changes of context and nuanced shifts in consumer psychology.    

This approach was critical in a time when being creative with messaging and engagement strategies was the key to cutting through the noise of a competitive festive season. The Dirt is Hope narrative was a response to the mood of weariness and self-pity among consumers, who, despite their hard work throughout the year, found themselves in financial instability and uncertainty. OMO’s insight was acute: even in the faces of adversity, there lies an unbreakable spirit of hard work and resilience. This understanding allowed OMO to position itself as not just a brand, but as a source of emotional support and inspiration. By recognizing the overlooked efforts of its consumers, OMO sought to elevate these everyday struggles into stories of hope and perseverance.  

With this insight, OMO’s strategy is to deep dive into the mass audience's real-life stories, offering a narrative that was both reflective of the times and aspirational, aiming to rekindle a sense of hope and optimism in the face of hardship.

The campaign artfully navigated the nuanced landscape of Tet 2024 by featuring content that resonated with the tangible realities of its audience, incorporating hope through the metaphor of "dirt marks" - the physical embodiment of hard work and a better future. Acknowledging the economic downturn’s toll, OMO celebrated hope borne out of perseverance, redefining the essence of hard work in the Vietnamese context.    

Each aspect of the campaign, from conception to execution, was guided by the “brand say – brand do” philosophy, ensuring the message was reflected through practical and tangible activities. This approach mirrored the real-life conditions of its target audience, who, amidst economic hardship, sought genuine, actionable hope rather than empty promises. The campaign’s content creativity shone through its ability to make the concept of hope tangible, the stories of hope were told in various forms and shapes, from the music video, stories of influencers with diverse careers, to TV Shows of ‘unsung heroes’. This down-to-earth approach perfectly aligned with the new mindset of OMO’s audience, who valued practicality and realism.    

The central pillar of this campaign was its branded music video, which alone garnered 32.475 million views and hit #8 on YouTube Music Trending. This visual storytelling piece, featuring renowned Vietnamese singer Hòa Minzy, Bạch Tuyết and producer Hứa Kim Tuyền, captured the dual themes of struggle and hope.    

OMO also diversified its storytelling across platforms, targeting various demographics with tailored content that spoke directly to their experiences. The campaign utilized real-life cases to ground its message, highlighting stories of folks who continued to find reasons for hope. This approach not only humanized the brand’s message but also provided a multifaceted view of hope’s manifestations.    

A unique visual cue - transforming dirt marks into symbols of hope, akin to hope clover - became the campaign's signature. This imagery was consistently featured across graphic design templates, a designed card game, and the AI Filter, ensuring the message of hope permeated every aspect of the campaign. This visual strategy was a powerful tool to reinforce OMO’s new communication platform of “HOPE” during Tet, distinguishing it in a competitive market.    

The collaboration with VTV for the Hope Show 2024 was the highlight tactic of the campaign to celebrate individuals that embody the spirit of hard work and hope. Plus, the campaign microsite acts as a dynamic platform for sharing inspirational stories of the Hope Show and audiences’ sharing through A.I Filter.

The Dirt is Hope campaign utilized a carefully crafted connection plan that blended digital engagement, content partnerships, CSR activities, and a profound understanding of the audience. The campaign’s collaboration with VTV for the Hope Show 2024 was a centerpiece of this strategy, spotlighting the brand’s dedication to recognize acts of determination and hope. This partnership, coupled with the campaign microsite and the show, served as a dynamic platform for sharing inspiring stories and facilitating community engagement, setting the stage for a broad and deep nationwide impact.    

A significant portion of the campaign’s visibility and engagement was driven by KOLs, with nearly 75% of the buzz stemming from posts shared by influencers. These posts not only spread the campaign’s message widely but also deeply engaged audiences, often reaching or exceeding the influencers’ usual engagement rates for branded content. The strategic timing of these KOLs’ involvement played a crucial role in the strong audience resonance with the Dirt for Hope message.    

Digital engagement soared with creative tools such as an AI Filter and custom Zalo stickers, integrating the campaign’s message into daily chats. The AI Filter, arriving just before Tet, capitalized on the New Year’s enthusiasm by encouraging hopes and renewed energy, aligning perfectly with peak anticipation for the festivities.  

The campaign's storyline was enriched as a variety of content creators joined in, broadening the narrative of the Dirt is Hope ethos. Through documenting visits to disadvantaged communities and recounting tales of resilience, this series offered audiences a firsthand look at the tangible effects of hope in action. This portrayal of hope not only deepened the emotional resonance of the campaign but also heightened its authenticity. In addition to video and image features, OMO collaborated with "Vẽ Hạnh Phúc" to further amplify hope by exploring Saigon's surroundings and creating uplifting signs for small local shops' sidewalks.    

OMO’s content partnership with Vietcetera’s Have a Sip Podcast also expanded the conversation around hope, allowing for a deeper, more intimate exploration of the theme through personal stories from Singer Bạch Tuyết and hosts. This content initiative enriched the audience's understanding of hope as a practical, attainable goal.    

By leveraging a multi-faceted approach that combined content creativity, strategic partnerships and innovative digital tools, OMO had effectively owned "HOPE" as a new communication platform in a season known for its intense brand competition.

In the Tet battleground, OMO set itself apart through its innovative use of content creativity that resonated with the audience’s need for genuine connection and practical inspiration. By anchoring its campaign in the realities of its audience’s lives and engaging them through relatable, practical activities, OMO redefined what it means to spread hope during Tet.

The OMO Tet 2024 campaign ranked in the top 4 of the BSI Ranking for Tet-themed campaigns. It achieved an unprecedented milestone by generating 736,589 mentions and engaging 381,365 unique users, with a perfect sentiment score of 1.00, highlighting the positive embrace of its Dirt is Hope message.    

This campaign’s widespread virality significantly boosted the OMO master brand’s presence online, effectively broadcasting its message of hope and resilience across every brand communication and action. A standout feature, the campaign’s music video, captured the audience's imagination with 32,475,175 views, making it to #8 on YouTube Music's trending list within six days of its launch.    

On social platforms like Facebook and TikTok, the campaign achieved over 600 milestones, culminating in 1,305,620 engagements and 9,590,288 video views on OMO’s fan pages and wider social media efforts.    

The campaign’s timing was impeccable, particularly with the AI filter minigame attracting 644 participants in the 25 days leading up to Tet, tapping effectively into the festive season’s spirit. The Zalo Sticker pack also surpassed expectations, with 1,200,780 downloads and 2,466,609 uses in just two months.    

In a season where brands vie for attention, these achievements are indicative of the campaign’s strategic creativity and genuine connection with audiences. It stands as a prime example of how blending strategic insights with creative content execution can convey a powerful message of hope and perseverance, and turn it into a widespread festivity, lighting up the Year of the Dragon with vibrant energy.