Omo: One Tree At Home. A Forest For Humanity.

Lam Thanh Tran, Subbu Subramanyeswar, Trang Xuan Tran

Unilever detergent brand OMO ran a purpose campaign promoting environmental sustainability in Vietnam to grow market share, improve brand health and defend its premium price during a national COVID-19 lockdown in 2021.

Campaign details

Brand: OmoBrand owner: UnileverEntrant company: Unilever Vietnam - VietnamIdea creation: MullenLowe Mishra Ho Chi Minh CityMarket: AsiaSector: Household & domesticMedia channels: Word of mouth, Influencers, KOLs, Public relations, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

In 2021, a surge of the Delta variant pushed Vietnam into its longest nationwide Covid-19 lockdown. People lost their livelihoods. Families were devastated. The economy of this developing nation was badly hit. Big brands faced the threat of losing their relevance.

It was hardly...

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