Household & domestic

Article • WARC Category Intelligence, June 2018

Global strategies, campaign updates and trends in the laundry products category.

Article • Euromonitor Profiles, November 2019

This Company Profile from Euromonitor provides key details and analysis of SC Johnson & Son INC, the world’s fifth-largest home care player and the global leader in air care.

OMO: Express it, don't text it

Case Study • Uyen Nguyen Diep, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Laundry brand Omo launched a one-day, data-driven digital and social execution to build relevance for a new product variant on Mother's Day in Vietnam.

OMO: Project NEMO – Take Dirt to Give Dirt

Case Study • Uyen Nguyen Diep, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Global laundry brand OMO increased brand love by expanding its ‘getting dirty is good’ philosophy with an awareness campaign focused on the importance of water-based life-saving skills, to highlight the number of drowning incidents in Vietnam.

OMO: Less Screen Time, More Play Time

Case Study • MMA Smarties, Bronze, X (Global), 2019

OMO, a detergent brand, successfully increased its positive brand metrics and market share by launching a mobile advertising campaign that alerted Vietnamese parents about the time they spent online.

Procter & Gamble Co (Household & domestic - Home care)

Article • Euromonitor Profiles, October 2019

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Tide, Ariel and Febreze.

Tide: How a detergent won the Super Bowl

Case Study • Account Planning Group - (UK), Bronze, 2019

Tide, a laundry detergent brand, grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are clean clothes, it's got to be a Tide ad.

Vanish: #LoveForLonger

Case Study • Account Planning Group - (UK), Entrant, 2019

Vanish, a detergent brand, launched the #loveforlonger campaign in the UK which showed the amount of clothes that end up in refill through people throwing them out because of a tough stain.

OMO: Less screen time, more play time

Case Study • Soumya Ranjan Panda, Uyen Nguyen Diep, Amit Thakur, WARC Prize for Asian Strategy, Entrant, 2019

Detergent brand OMO created a campaign to get mums in Vietnam to spend less time on their phones and more time with their kids in summer, using TV, digital and OOH advertising.

OMO: Mother’s Day – Real Connection

Case Study • Uyen NguyenDiep, WARC Prize for Asian Strategy, Entrant, 2019

Fabric detergent brand OMO used an integrated campaign in Vietnam to remind consumers of the true essence of Mother's Day while increasing online sales volume and penetration.

OMO: Project NEMO – Saving lives by helping children learn to swim

Case Study • Uyen NguyenDiep, Amit Thakur, Soumya Panda, WARC Prize for Asian Strategy, Entrant, 2019

Fabric detergent brand OMO leveraged the crowdsourcing phenomenon in Vietnam to save lives and create a positive impact for the brand.

Reckitt Benckiser Group plc (Home care)

Article • Euromonitor Profiles, August 2019

Provides key details and analysis of Reckitt Benckiser Group, a multinational consumer goods company, including home care market assessment, surface care, laundry care and automatic dishwashing.

OMO: OMO Tag

Case Study • Heela Daudzai, WARC Prize for MENA Strategy, Entrant, 2019

Laundry detergent brand OMO used online video and sampling with a difference to communicate its stain removal message to mums in Lebanon.

OMO: The Right to Play

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Gold, 2019

Detergent brand OMO took a multichannel approach to create a regionally relevant approach to its 'Dirt is Good' philosophy and increase share, value and sales volumes in the United Arab Emirates.

Unilever (Household and domestic)

Article • Euromonitor Profiles, June 2019

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Omo, Persil, Surf and Cif/Jif.

Tide: It's A Tide Ad

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2019

Tide, a laundry detergent brand, grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are clean clothes, it's got to be a Tide ad.

Ecover/Rubbish Café: Pay for your meal with a piece of plastic waste

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

Ecover, a Belgian cleaning products company, drove engagement by highlighting the environmental damage of plastic and companies’ responsibility for designing recyclable products.

How VR can inform scent research

News • 16 May 2019

Firmenich, the Swiss fragrance and flavour company, has developed a novel research use for VR, deploying it to useful effect in consumer tests for laundry detergent scents.

The world's best FMCG campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which FMCG campaigns, along with the agencies that have worked on FMCG campaigns, have performed best over the past year.

Fineline: Fineline For Fashion

Case Study • Sasirapat Sibunruang, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Fineline, a Thai laundry care brand, succeeded in standing out in an overcrowded market by repositioning the brand to appeal emotionally, via self-image and fashion, and growing brand value.

OMO: The Right to Play

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Detergent brand OMO took a multichannel approach to create a regionally relevant approach to its 'Dirt is Good' philosophy and increase share, value and sales volumes in the United Arab Emirates.

OMO: Less screen time, more play time

Case Study • Soumya Ranjan Panda, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Detergent brand OMO created a campaign to get mums in Vietnam to spend less time on their phones and more time with their kids in summer, using TV, digital and OOH advertising.

OMO: OMO Beacons

Case Study • Paula Vergara, WARC Awards, Entrant, Effective Innovation, 2019

OMO, a leading brand in detergents, increased in-store sales of its products in Chile by utilising geolocation technology to deliver relevant and contextual messages in real time via mobile apps.

How Firmenich utilised VR for smell research

Article • Brian Carruthers, Event Reports, IIeX Conference, February 2019

By using VR to immerse research participants in an appropriate context, fragrance firm Firmenich believed it could gather better quality data.

OMO: The dullest ad in history for the least active kids in history

Rankings • WARC Media 100, 2019

OMO, the laundry detergent brand, changed attitudes towards dirt and increased sales by going against a market that prioritised cleanliness above all else.