Tag: OMO

Vietnam – Unilever’s laundry power brand Dirt Is Good, known as OMO in Vietnam, has launched a bold new campaign to mark the re-launch of its liquids portfolio in the market. 

The campaign, “Many Stains Come Before The First Win” is the first local expression of Dirt Is Good’s new Play On strategy, which takes the brand into the territory of top performance by championing the value of sports to unleash human potential and drive personal growth, determination, and resilience.

In partnership with lead creative agency, MullenLowe Singapore, the campaign encourages kids and parents not to give up at the first disappointment, and to embrace stains as part of play, learning and success – rather than being seen as a sign of bad behaviour. 

In a deliberate countermove to the under-representation of girls playing sport in Vietnam’s mainstream media, OMO have put a young girl getting muddy playing football at the heart of the narrative for the TV advert.

Dirt Is Good’s first ever 3D billboard, located in the centre of Ho Chi Minh brings the functional benefits of OMO’s new NanoClean Technology to life. The eye-catching display shows a muddy football being kicked, while pink petals appear to jump off the screen, bringing to life the key product benefits of first-time removal of tough stains such as mud and dirt, and superior fragrance. Fragrance is the biggest demand space in liquid detergent in Vietnam and continues to grow steadily in importance for consumers.

Spanning both cities and rural areas, the campaign also includes OOH advertising across 6 key cities, 1,200 Shopping Malls and 60 nationwide wet markets. To further cement sport as the new home of Dirt Is Good, additional activity includes a wide-range of in-store activations with bold displays, floor projections and consumer sampling of a limited OMO sport edition, as well as a partnership with VNE to run a Kid Warrior Run, and limited edition sportwear launch in partnership with leading sportwear manufacturer Coolmate, with 30,000 t-shirts to be won.

This campaign builds on Dirt Is Good’s strong heritage in nuanced local and culturally relevant storytelling. For example, OMO’s celebration of Tet earlier this year, delivered through a moving music video with renowned Vietnamese singer Hòa Minzy, reminding people not to give up during difficult times, and that where there is hard work, and dirt, there is hope.

James Adkin, senior global marketing manager at Unilever said, “Sport is the ultimate home of performance and resilience. We are proud to bring this campaign to Vietnam, as we continue to shift the narrative around dirt and stains – celebrating dirt as a mark of kid’s resilience in learning about the outside world, with the reassurance that clothes can be quickly restored, ready to play again.”

Meanwhile, Sean Lee, senior account director at MullenLowe Singapore, commented, “With OMO, we are constantly working to find new and innovative ways to connect with people. We’re proud to have been the first in the Dirt Is Good team to use a 3D billboard to stop people in their tracks and show them the product benefits in a larger-than-life format. We hope the campaign feels relatable to families across Vietnam, and that it encourages more children and parents to play with no fear of getting dirty.”

Vietnam – In honour of this year’s Tet, the laundry detergent brand OMO, owned by Unilever, collaborated with MullenLowe Mishra to produce a moving music video. The film tries to urge consumers to preserve their perseverance and positivity in the face of the year’s hardships.

This campaign takes place in the context of the recession’s more general economic effects, which include several macro-level issues like increased job losses and limitations on everyday spending. Because many Vietnamese people live far from their hometowns during Tet, OMO tries to bring new life and optimism to the celebration. The brand aims to emphasise that hope flourishes where dedication (and dirt) exist, highlighting the idea that optimism and tenacity triumph even in the face of hardship.

In this five-minute film, two kids live with their grandfather while their mother works in the city to try and support the family during hard times. The kids work hard to care for the apricot trees despite the difficulties, hoping that they will bloom in time for Tet, when their mother can return home to be with them.

The viewer is moved by the children’s use of mud and soil to care for the apricot trees at home, which is a metaphor for their mother’s efforts to work numerous jobs and improve the family’s financial stability.

2023 will mark an exciting and transformative new phase for most businesses in the world as the economic environment and market situation evolves and enters a new normal. First-party data-centric solutions, online-merge-offline (OMO) services and applications, along with result-driven marketing focus with the emphasis on conversion and campaign result uplift, are set to help businesses build stronger resilience in a highly uncertain market environment. 

In the post-pandemic era, offline channels have been recovering steadily, but this does not mean that the influence of online channels will decline. Instead, with the nature of online marketing’s measurable effectiveness, the lines between customer acquisition, retention, conversion, and insight into the marketing funnel stages have started to blur, and this makes it more important to equip businesses with real-time first-party data collection and analysis capabilities to strengthen their online and offline data integration. Service providers with a strong AI know-how will continue to lead the trends of MarTech tool development and present more diverse applications to fit multiple scenarios. 

Following the incoming phasing out of third-party cookies, Artificial Intelligence (AI) has emerged as a leading technology that provides better results for organisations, supporting them to enhance their campaign performances with limited data sources. In response to the economic slowdown and inflation, results-driven marketing solutions will empower businesses to turn their marketing investment into predictable returns and leverage a ‘turning AI into ROI’ customer-centric mindset to help enterprises cope well with the new normal in 2023. 

To prepare for the new normal in the post-pandemic era in 2023, the following three strategies can help companies seize potential business opportunities and make wiser business decisions:

Theme 1: First-party data centric solutions 

With the rise in the awareness of data privacy, businesses are seeking first-party data centric solutions for digital marketing. Real-time analysis and predictions from small data are two unique features of AI technology which can unify user profiles and extrapolate user affinity more accurately and realize personalised communication with limited first-party data, whilst respecting user privacy. Moreover, first-party data can also enable auto-piloted intelligent advertising to generate greater investment returns for customers. 

Theme 2: OMO application of online and offline data 

Digital transformation is a continuously evolving process. Although offline sales have gradually recovered in the post-pandemic era, online shopping trends that took hold during the pandemic have convinced brands that OMO is the key to sustainability and to coping with uncertainties. 

To adapt to the new normal in the post-pandemic era, enterprises are actively seeking solutions to integrate and connect data across offline and online channels. Brands that unify customer data across different channels such as websites, apps, and social media can then leverage smarter insights to create seamless and personalised customer experiences.

Theme 3: Emphasis on conversion and effectiveness with result-driven marketing focus

An ever-changing market environment brings formidable challenges to enterprises and brands. Brands are spending their marketing budgets more precisely to specify marketing targets. AI can incorporate natural language processing, computer vision, and conversational commerce to help businesses keep up with these changes in real time, gain insights that humans cannot perceive, and recommend businesses to take immediate actions driven by data. 

For example, AI can target high-value customers and make predictions beforehand, and optimize the effectiveness of advertising and retargeting. It can also be used to make creative decisions about ad materials to improve advertising effectiveness. Combined with intuitive visualisation to quickly display users’ feedback at every touch point of the customer journey, AI can quickly predict and understand marketing performance in real time and take immediate actions. 

AI not only improves the efficiency and effectiveness of customer acquisition, it can also predict purchase intent. After a user visits a website, brands can leverage the power of AI to deliver a personalised coupon to hesitant shoppers to stimulate the checkout process or increase customer transactions, enabling enterprises to maximise the ROI of their marketing campaign without sacrificing profit. 

Due to the impact of the pandemic and uncertainties in the market, AI-driven MarTech solutions have become an indispensable tool to help companies enhance their competitiveness. There will be more relevant applications to be introduced in 2023, and be adopted extensively in multiple industries. MarTech solutions will also become more data-driven and result-driven to help enterprises make advances in the face of adversity. 

This article is written by Hongchia How, Vice President of Appier for APAC.

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023. What’s NEXT 2023 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

If you are a marketing leader and have insights that you’d like to share on upcoming trends and practices in marketing, please reach out to [email protected] for an opportunity to be part of the series.