Planning & Execution
OUR CHALLENGE:
As a detergent brand, how do you say ‘thank you’ and not look phony?
Broadcasting a message of gratitude would be shallow.
OUR STRATEGY: SAY IT WITH KIDS
A thank you from a child means so much more to a mother. And OMO was somewhere in the background of these beautiful conversations, as an enabler. With its positive outlook to dirt in the development of kids, we created a branded platform where children could show gratitude to their mothers. Kids became our voice.
OUR IDEA: SEEDS OF GRATITUDE
Our integration logic worked at two levels. Our first step was to inspire kids. For which we gave kids in
elementary schools the material to plant a seed and design their own pots. For kids we couldn’t reach, we launched a website where one could nurture e-seeds. Our second step was to excite the mothers. On Tet day,the pots of gratitude were gifted to mothers. No surprise that the mothers were pleasantly surprised.
Effectiveness / Results
OMO GOT UNPRECEDENTED LOVE BACK FROM MOTHERS
• OMO managed to achieved the strongest ever brand health with conviction scores moving by 9 %
From 68% to 77% - Pre vs. Post campaign – Source: CIMIGO Brand Track