OMO: Instagram Emoji Washer

Detergent brand OMO Multi-action changed its image and expanded its audiences in Brazil by using emojis and Instagram as its primary advertising platforms.

Campaign details

Brand: Unilever - OMOAgency: F.bizRegion: LATAM

Objectives

The "Instagram Emoji Washer" campaign was aimed at creating a new perception for consumers: an innovative, modern brand that transforms laundry into a simple task.

In addition, the goal of the campaign was a reach above 50% of target coverage (demographic and interest). For Instagram, a 60% reach was planned.

Target audience

To make the brand more innovative and contemporary it was necessary to expand the target and go beyond the female stereotype when doing laundry. On an important step in the process of identification with...

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