Mystery: "Wearing out is a better protection"

Omo is a national brand in China's washing and care industry, but the most used users are "Generation Y" mothers born in 1980-1994. Omo hopes to rejuvenate the brand and strive for the identity of the younger generation Z emerging group.

Case details

Brand: Omo

Brand owner: Unilever

Main agency: Shanghai Sky and Sky Advertising Co., Ltd.

Main agency holding group: Guangdong Insai Brand Marketing Group Co., Ltd.

Market launch: Mainland China

Industry: FMCG

Media channels: outdoor billboards, TV (OTT smart TV), influencers (star/celebrity spokesperson, key opinion leader KOL, key opinion consumer KOC), mobile & application APP, information flow advertisement, video/micro-movie, live broadcast, Social media, e-commerce platforms, events, activities & experiences, user-native content (UGC), word-of-mouth marketing, content marketing, brand IP marketing

Budget: 8-10 million

Case Summary

Communication background:

In recent years, the...

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