BRAND:
OMO
AWARD CATEGORY:
The Best Innovative Social Media Campaign
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
OMO wanted to move people into adopting a new way of doing laundry: Just one single toss of a tiny capsule for a big laundry load.
Single price of a single capsule is not cheap & we can't afford mass sampling while people are in big doubt of what such a tiny capsule can do.
OMO broke the challenge of proving the MIGHTY power of such a TINY capsule & made it a BIG SOCIAL BUZZ that drives great curiosity & trial intent through strategically ‘demo’ product’s functionality in such an interesting technological visual-driven way & reviews led by KOLs.
It helped OMO capsule achieve a one-year KPI 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.
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-co
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 from online to offline 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 & 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
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
