OMO Reunion Champions
Jessica Smith
Campaign details
Brand owner: UnileverLeading agency: Lowe + PartnersBudget: 500k – 1 millionCountry: VietnamIndustry: Washing powder, fabric softenersMedia: Earned media, buzz; Events and experiential; Integrated; Internet - microsites; Online video; Public relations; Social media; Television; Word of mouth, advocacy
Market background and cultural context
A market leader under attack and in decline
OMO has been Vietnam's undisputed market leader among washing detergent brands; the lead is so high that the nearest competition is less than half of OMO's market share1. It's also...