OMO: Pray for Kay

Uyen Nguyen Mindshare, Soumya Ranajn Panda

Detergent brand, OMO, evolved its brand purpose to inspire consumers to take action against deforestation in Vietnam.

Campaign details

Brand: OMOBrand owner: UnileverLead agency: Mindshare VietnamContributing agency: Click MediaMarket: VietnamIndustries: Laundry productsMedia channels: Newspapers, Online display, Online video, Search marketing, Social media, Websites & microsites, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

OMO, the leading detergent brand in Vietnam with its brand purpose, dirt is good, built into its DNA, evolved this into Dirt for Good to inspire Vietnamese consumers to take action to recover and protect Vietnam’s protected forest.

Thousands of lives were lost due to floods as...

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