The people of the Mekong Delta (MKD) in Vietnam embody qualities of generosity, warmth and kindness, alongside a strong sense of hospitality. They hold dear to their hearts the cultural essences that define the region, such as the iconic checkered scarf and close-knit communities. For our campaign to truly connect with them, our messaging must authentically reflect these values and cultural elements.    

In the MKD market, traditional advertising holds little sway. Consumers exhibit a pronounced skepticism towards conventional advertising methods. Instead, they place greater trust in personal product trials and recommendations from within their networks. Moreover, their media consumption habits are heavily influenced by local culture and lifestyle, demanding a customized approach that combines entertainment value with personalized interactions.    

These consumers actively seek content that reflects their cultural identity and rely on offline channels when making purchasing decisions. They gravitate towards light-hearted, culturally relevant, and entertaining content that resonates with their everyday lives. Recognizing these consumer preferences, it’s vital to craft a content strategy tailored specifically for the MKD region. Consumers here value loyalty to familiar products, especially those perceived to offer good value for money. Moreover, women in MKD seek guidance from trusted sources within their community, such as close neighbors, relatives, real experienced users, key opinion consumers (KOCs), healthcare professionals, and mainstream media. This emphasizes the need for our messaging to exude authenticity and credibility.    

With a focused target audience of women aged 25-45 in the region, our campaign features a content strategy that aligns with their unique cultural values and purchasing behaviors. This includes crafting messaging and content that not only reflects the authenticity and warmth of the MKD culture but also speaks directly to the daily lives and aspirations of our target audience.

With MKD consumers’ unique behaviors and preferences in mind, we crafted a comprehensive content strategy led by key opinion leaders (KOLs) and influencers, aiming to make a profound and lasting impact.    

At the core of our campaign lies OMO Powder's innovative 0% bleach formula, showcasing OMO’s commitment to gentle and safe laundry care. Highlighting this key feature, our message, “SAFE-ON-HANDS JOURNEY WITH CULTURAL IMPACT FROM OMO POWDER 0% BLEACH”, emphasized the product's effectiveness in stain removal, fragrance, and hand gentleness. We strategically covered all touchpoints with locally relevant content, building trust among consumers through persuasive demonstrations:    

1. Trusted figure among locals:  

To strengthen our rapport with MKD consumers, we partnered with respected healthcare professionals as KOLs. These experts, deeply familiar with the MKD area, led an educational content series, enhancing consumer trust through factsheets shared on social media. Their authoritative voices in health and wellness laid a strong foundation, providing a persuasive halo effect for the product.  

Following this strategic move, we introduced Le Duong Bao Lam, affectionately known as ‘the entertainment king of the MKD,’ as another core KOL. Lam’s profound connection to the region, coupled with his humor and charisma, strongly aligns with MKD culture, cementing him as a beloved local figure. Lam’s involvement in the campaign boosted credibility and authority, as consumers in the region are more likely to trust recommendations from someone they respect.    

2. Authentic product experience:  

The OMO microsite, strategically designed for user engagement, emerged as a key platform for sharing personal insights and authentic reviews about OMO Powder, resonating with the MKD community’s preference for trusted advice. Its homepage showcases a real-time counter of endorsements for the product’s 0% bleach quality, while an action page encourages users to post photos of their laundry adventures. These elements successfully cultivate trust and confidence in the product for daily use and motivate participation through exciting incentives.  

Endorsed by celebrities, TikTokers, micro moms, and community groups, the microsite attracted over 10,000 MKD individuals within 20 days to share their experiences. As a result, it became not just a valuable consumer resource but also a significant catalyst for word-of-mouth recommendations, amplifying the reach and impact of the campaign.  

3. Rich-culture event:  

Lastly, we integrated MKD cultural elements, like the iconic checkered scarves, into the campaign, notably during the largest public clothing washing event. This not only celebrated regional culture but also cleverly showcased OMO Powder’s unique selling points.

Our campaign unfolds across two strategic phases, each thoughtfully crafted to captivate MKD consumers and amplify OMO Powder’s key attributes, notably its innovative 0% bleach formula, certified safe for all skin types by the renowned National Institute of Dermatology.    

In Phase 1, we initiated with the bold message “SAFE-ON-HANDS JOURNEY WITH CULTURAL IMPACT FROM OMO POWDER 0% BLEACH”, strategically leveraged through trusted healthcare professionals and media channels. The catchy campaign theme song, endorsed by healthcare experts, drove a flurry of content from KOLs, influencers and social communities, sparking interest among our target audience. The demand for OMO Powder's triple benefits – stain removal, fragrance, and gentleness on hands – quickly became a social media trend, reinforcing our product’s USPs.      

Phase 2 harnessed social media influencers and PR coverage to amplify the message. Collaborating with KOLs, MKD Community pages, and micro-influencers renowned in MKD circles, we cultivated intrigue and faith in our 0% bleach product. Recognizing the competitive spirit among MKD communities, we launched a series of activations across 13 provinces, encouraging adoption and advocacy for OMO's gentle laundry solution.    

To maximize the buzz, we hosted a talk-of-the-town event in Can Tho, where Le Duong Bao Lam and 100 MKD locals set a new Vietnamese record by simultaneously washing 1,000 checkered scarves. This event generated extensive media coverage, shining a spotlight on OMO Powder and fostering positive sentiment towards the brand. This phase also witnessed remarkable engagement as 10,000 MKD locals shared their experiences on the campaign’s microsite within just 20 days, amplifying our message across social media platforms and major news outlets in Vietnam. The campaign microsite solidified OMO's position as a trusted household name in MKD.    

Post-event, our social amplification strategy was reinforced by KOLs, who shared about the event across platforms such as Facebook and TikTok. They emphasized the event’s significance as one of the largest gatherings in MKD history, encouraging their audiences to try and share the experience with OMO Powder's new product. This collective effort expanded our campaign’s reach and reinforced the authenticity and impact of our message.    

By intertwining cultural elements like the checkered scarf and fostering interactive experiences, we crafted a campaign journey deeply resonant with MKD consumers’ values and traditions. This content-rich approach, rooted in consumer insights and behaviors, ensured that our messaging was authentic and shareable, aligning with MKD preferences for word-of-mouth recommendations and genuine testimonials.

The launch of OMO Powder 0% Bleach was a huge success, driven by a consumer-centric influencer strategy that resonated across all platforms. In September 2023 alone, we saw 825,770 social media engagements from 318,648 unique audiences, securing a coveted Top 5 position on Buzzmetrics Social Index charts.    

Micro-influencers played key roles in driving discussions, with each post generating an average of around 3,000 mentions. Some posts even exceeded 10,000 buzzes, proving the depth of connection with our message. Overall, discussions surrounding OMO Powder 0% Bleach generated close to 1,000,000 buzzes, highlighting its impactful reach.    

Feedback on our content was overwhelmingly positive, reflected in a strong sentiment score of 1.00 and a notable 56.7% message recall rate. Consumers distinctly remembered key attributes such as our unique “ingredient” (56.7%) and “gentle on skin” (37%) qualities.      

Beyond winning hearts, our campaign also delivered tangible business outcomes, notably a significant 3.1% increase in market share within the Powder Detergent category compared to the previous three months. This achievement marked the highest market share for OMO Powder in the MKD region in the past two years.    

Our strategy not only drove success for this campaign but also laid a strong foundation for future initiatives, establishing a powerful momentum for OMO to strengthen its position and attract a broader consumer base in the fiercely competitive Mekong Delta market.