BRAND:
OMO
AWARD CATEGORY:
The Best Social & Commerce Integration
CAMPAIGN TIME RANGE:
1/11/2023 - 29/2/2024
CREDITS:
UST/Tangram (Creative/Social/Digital/Design), The A List (KOL), Mindshare (Media), DigiX (Activation/Event), Alien (Production house)
CASE STUDY VIDEO
STRATEGY
Campaign Summary
Witnessing an emerging upgrading trend of laundry capsule in e-commerce platforms, OMO, the leading laundry brand in Vietnam, decided to take this opportunity to massively premiumize the market, extending capsule from e-commerce only to offline-based sales channels.
A connected & consistent media & content plan across O2O channels is smartly designed to drive mass, impressive, effective & efficient awareness that immediately triggers curiosity, trial intent with direct impact on buying behavior.
A connected O2O plan is proven to drive impressive success for OMO capsule with one year KPI achieved in just 100 days after launch.
Campaign background
OMO, the leading laundry brand in Vietnam has always been the market leader in total detergent powder & liquid. However, in such a saturated laundry market like Vietnam penetration rate reaching 99%, market development through premiumisation & upgrading demand with innovation to cope up with modern life need is of vital importance to sustain and grow our business.
Since early 2023, OMO witnessed a rapid growth of laundry capsule across LSM groups in all key cities. Capsule penetration grew >2X in just one year and projected to double its business size years on years.
A shift in term of consumer path-to-purchase journey has also been noticed: Social & e-commerce are important channels to generate interest & trial intent rather than offline modern trades but the opportunity to actually grow the market is offline modern trade channels where most laundry products are shopped
OMO needs to seize the opportunity to upgrade demand, drive market development through premiumization with an innovation: 3in1 capsule compressing all OMO’s unbeatable performance attributes in a tiny capsule that is so convenient & so powerful.
Our quest:
1- Drive market development through premiumisation & consumer demand upgrade with OMO 3in1 capsule.
2- Take over capsule segment and drive growth of laundry market
3- Become the most-talked-about laundry innovation in social media
4- Expand capsule market from e-com only to mass-scale to offline modern trade channels
Objectives:
1) Become capsule market leader and more importantly, successfully drive a double market growth for capsule after 1 year of launching..
2) Drive & expand the growth of capsule to MT channels rather than just e-com
3) Social buzz: top 10 in BSI ranking
The strategy:
1) Excite & convince: Make OMO 3in1 capsule not just a laundry product but a smart & inspiring laundry hack that completely changes the face of laundry task: from a burden, heavy & fussy load to a super convenient, super fun, super hassle-free one.
2) Drive effective awareness that leads to trial: Optimize all relevant channels to form up a seamless path-to-purchase consumer flow from awareness to trial from online to offline.
INSIGHT
Target consumers:
Washing machine owners in key 6 cities across all LSM groups with an increasing sophistication for laundry needs in both benefits, speed & convenience. They aspire to inspirational smart, effective hacks in household work that cope with their modern life pace but are skeptical about its actual efficiency, values-for-money and effectiveness.
They’re current liquid users with a strong curiosity on capsule format but hesitation to try with a big doubt on their head about its performance & values-for-money to justify premium prices.
Insight:
Strong curiosity comes with strong doubt on capsule performance, leading to a strong trial hesitation. The capsule is too tiny compared to my everyday laundry load. Can such a tiny capsule do the job of 3-5 cups of liquid detergent and 3-5 cups of fab-con?
CREATIVE IDEA
“TINY BUT MIGHTY” powered by technology.
Experience such a “TINY BUT MIGHTY”compression of all laundry best in such an impressively cool technology-backed way!
We use AR technology to let consumers experience OMO 3in capsule power in an impressive & lively way: all the best of laundry they need (superior tough stain removal power - superior long lasting fragrance power - superior fabric care power) is now compressed in such a mighty capsule for real, being able to tackle big load just in 1 toss!
CONNECTION PLAN
1) Connected & consistent media & content plan across channels from online to offline to drive mass, impressive EFFECTIVE & EFFICIENT AWARENESS that CAN TRIGGER CURIOSITY and TRIAL INTENT:
- Consistent & impressive AR-visual driven O2O displays through Facebook ads, masthead, social displays, banners, OOH that consistently trigger curiosity about such a powerful laundry best compression in mighty OMO 3in1 capsule.
- Engaging social content plan & Tiktok review: create BUZZ for OMO 3in1 capsule & drive real, authentic review executed in a fun, modern & trendy way: “Big laundry load is now so efficient, convenient & fun in just 1 toss!”
- E-com overtake: Outshine current capsule competition across e-com platforms both in term of product power and super attractive trial deal
- Effective OMNI channel deployment with overwhelming visibility onsite to create and convert demand
- Traditional modern trade channels: close the gap from awareness to trial through effective purchase-decision influenced activities: AR mini event in-store, “the future of laundry” exhibition.
2) Catch and convert people right at the decision-making moments through impressive AR sampling & activation online to offline
We integrate AR into sampling activities across channels (online to offline) to excite consumers about a super cool & powerful compression of all laundry best in a mighty OMO 3in1 capsule that makes their laundry task super convenient & super fun.
- High & immediate conversion channels - offline modern trade: use AR activation booth & take-away samples to wow consumers about a powerful laundry compression with an intriguing visual-driven demonstration right at the AR-enabled washing machine activation booth and AR take-away samples. It's proven to trigger a high rate of immediate purchase act right in modern trade channels.
- Social AR samples distribution: connect social content/ reviews with trial push, spreading OMO 3in1 AR-enabled samples online & converting them to e-com or offline purchase.
OBJECTIVE-BASE KPI
1- Develop laundry market through premiumisation: checked!
Instead of 1 year, just in 100 days, OMO Capsule became capsule market leader
More importantly, we successfully expanded and grew MT capsule market by 128% in 3 months instead of 1 year.
2- Become a laundry innovation buzz on social: checked
Top 2 buzz generation
Top 6 best social campaign in Dec (in such a tough month of generating social buzz and attention
