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As a clothing clean brand, Oumiao has won the love of mothers with the relationship between "mother and child" as a selling point. However, with the rise of young consumer groups, this single perspective and role of family women has gradually lost its appeal. Oumiao hopes Upgrade their core concepts and regain the market for young consumer groups.

Case details

Brand: OMO

Brand owner: Unilever

Main Agency: Isobar – 2017/2018, Wunderman Thompson – 2019/2020

Holding Group: WPP

Put on the market: Mainland China

Delivery time: April 2017-April 2020

Industry: Daily chemical products

Media channels: social media, TV, video platforms

Budget: 100 million

Case summary

Challenge: Omo's brand concept is aging, and business has continued to decline in three years (2014-2016)

As a leading brand in the field of clothing cleaning, Omoo has always emphasized that “stain is an opportunity for children to learn and grow, and Dirt is...

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