At the core of OMO Powder’s campaign was an acute understanding of local consumer perceptions. Despite OMO’s proven efficacy in removing tough stains and odors, a prevalent misconception among MKD consumers was that the product was harsh on hands. This insight was critical, as it highlighted a disconnect between product perception and the newly introduced 0% bleach formula, certified as safe-on-hands by the National Institute of Dermatology.    

To bridge this gap, the campaign emphasized the product’s gentleness without compromising its effectiveness. It was tailored to MKD consumers’ skepticism towards conventional advertising and their preference for product trials and credible word-of-mouth endorsements. This understanding, coupled with the region’s unique media consumption habits and a preference for easy-to-share, entertainment-driven content, guided a highly personalized and engaging campaign strategy.

OMO Powder’s approach to sway MKD consumers centered on genuine engagement and direct product trials. The essence of connecting with this audience was through impactful brand interactions and, crucially, personal experiences with the product. Acknowledging the power of firsthand encounters, OMO developed an integrated campaign that merged online and offline elements to build authentic relationships. Featuring persuasive narratives, trustworthy testimonials, and vibrant events, the campaign set out to dismantle preconceptions and elevate OMO to the preferred choice for fabric care in the MKD.

The communication message, “SAFE-ON-HANDS JOURNEY WITH CULTURAL IMPACT FROM OMO POWDER 0% BLEACH”, resonated with MKD consumers, sparking a social media trend that celebrated the detergent’s triple benefits: effective stain removal, pleasant fragrance, and gentleness on hands. This message’s popularity led to wider news coverage and endorsements from influencers and real users about OMO 0% bleach.  

OMO Powder’s campaign broke the mold by blending authenticity with digital innovation, redefining brand engagement and dispelling misconceptions about product harshness, embedding the brand deeply within the community.  

Building trust with expert voices  

The campaign kicked off by collaborating with healthcare experts and well-known local influencers (KOLs) and community groups. This move was strategic, ensuring the message about OMO Powder’s safety and effectiveness was heard loud and clear, coming from voices the community already trusts and respects.    

Amplifying consumer endorsement with dedicated microsite  

Central to our campaign, the OMO microsite was strategically designed for engagement. It provided a platform for sharing product guidance and authentic reviews, tapping into the MKD community’s preference for trusted advice. The homepage featured a real-time counter that tracked the number of people in the MKD region who acknowledged the 0% bleach benefit of OMO Powder. This direct approach provided immediate visual proof of the community’s trust in our product. The action page took this interaction a step further, inviting users to share their laundry experiences with OMO Powder through photo submissions. Completing this action not only rewarded users with incentives but also motivated them to share their participation on social media, increasing their chances to win more prizes.  

Roadshows and challenges across 13 provinces further drove microsite traffic, showcasing a cohesive user-generated content strategy.  

Cultural celebration that went viral  

The highlight was the event in Can Tho, where the checkered scarf, a beloved symbol in MKD, was in the spotlight. It brought the community together and showed OMO’s deep respect for local traditions. The event was designed to create buzz, achieved widespread media coverage, especially on local publishers and encouraged everyone to share their experiences on social media, which helped spread the message to every corner of the MKD area.    

This campaign stood out not just for its innovative approach but for how it seamlessly balanced cutting-edge digital tactics, positioning OMO Powder as a brand that doesn’t just understand its audience but celebrates and uplifts them through every swipe, share, and like.

The campaign rolled out in three strategic phases to captivate the MKD audience, intertwining social media, influencer partnerships, and community engagement for a unified narrative that ensures engagement at every consumer touchpoint. By aligning content across platforms and ensuring consistent messaging as “SAFE-ON-HANDS JOURNEY WITH CULTURAL IMPACT FROM OMO POWDER 0% BLEACH”, we created a seamless narrative that maximizes reach and fosters genuine interaction.    

Phase 1: Capturing attention  

The campaign kicked off with the unique combination between credible source of information via Healthcare Professionals & trusted media channels/touch points, and entertainment approach via customize & catchy song. The demand for “triple benefits: stain removal, fragrance yet gentleness on hands" in detergent that only OMO Powder can offer soon became a trend on social media as MKD women caught on to the gentleness on hands aspect of the product. This trend was later amplified on various news outlets.      

Phase 2: Deepening engagement  

As the discussion peaked, with quick consumer interest and acceptance of the message, “SAFE-ON-HANDS JOURNEY WITH CULTURAL IMPACT FROM OMO POWDER 0% BLEACH”, phase 2 now seeks to intensify the discussion to its zenith. It kicked off with roadshow activations across 13 provinces of the MKD, effectively capturing consumer attention and most importantly, driving traffic and recruiting more user experiences for the microsite. This clever use of consumer testimonial data not only validated product effectiveness but also significantly strengthened our key message.        

After significant engagement from MKD consumers, the campaign’s pinnacle event took place in Can Tho on September 23. From the outset, the goal was to achieve mass awareness by offering consumers firsthand product trials and setting a Vietnam record. The strategic choice to celebrate the checkered scarf (khăn rằn), an emblem of MKD culture with deep emotional resonance, turned the event into a standout occasion. The participation of 100 MKD locals in washing 1,000 checkered scarves set a new Vietnam record for the most clothing items washed at a public event.              

The record-setting event not only achieved widespread media coverage but also cultivated a tremendous number of positive sentiments towards the OMO brand, connecting to the interactive microsite. Within 20 days, 10,000 people in MKD shared their event and product experience moments on OMO microsite, emphasizing the endorsement of the 0% bleach technology and its gentleness on hands. This left a lasting impact that has been well-documented through social media and major news outlets in Vietnam.

The OMO Powder 0% Bleach launch campaign surpassed its set objectives, marking a disruptive entrance into the market. The campaign achieved a notable ranking, landing in the Top 5 on the Buzzmetrics Social Index for the most impactful campaigns of September 2023, with nearly 1,000,000 buzz volume reflecting extensive consumer engagement and discussion.    

The campaign’s messaging resonated deeply with its target audience, as evidenced by a robust sentiment score of 1.00 and an impressive 56.7% message recall. These metrics indicate a strong brand connection and effective communication strategy. From a PR perspective, the campaign generated 92 outcomes, with a substantial 71% share of earned media, achieving an ROI of 386%.      

On the business front, the campaign led to a 3.1% market share increase in the Powder Detergent category, reaching the highest market share for OMO Powder in MKD in two years. This indicates a notable business achievement and reflects the campaign’s positive impact on market positioning.    

Crucially, the campaign’s enduring effect, especially through the Vietnam record event that paid tribute to MKD culture, established a significant foundation for the OMO brand. This strategic move has not only created a meaningful connection with the brand’s target demographic but has also promoted ongoing advocacy and a competitive edge in a competitive market. This campaign demonstrates a successful blend of cultural resonance and strategic marketing, positioning OMO for sustained growth and engagement in the important MKD region.